Dan Henry

So you see how even though those two things don't seem related, they are massively related, okay?

Yeah.

And the idea here is that your book has to have a core principle, right?

If you've ever read the book, The One Thing, this is another perfect example.

But your book just has to get one point across, one simple point.

And then it just has all these little sub points that support the main point.

And at the end, when they get the main point, the one principle, now they're like, oh my gosh, this is the key to what I want.

This is what I've been missing.

Well, whatever you're selling simply has to allow them to execute

on this principle easier or faster.

For instance, there was an interview on Founder where the CEO of a company called EasyWebinar, which is a webinar hosting platform, was asked, what are the most successful webinars?

Obviously you have the data.

And his name was Casey, I can't remember his last name, but he said that all they are are presentations that show you a path to success, core principle,

and then offer to do it for you, with you, or make it easier or fast you.

For you would be done-for-you services.

With you would be coaching and consulting.

Easier or faster would be things like courses and software or physical products.

Simple, okay?

And so branding is also very simple.

Brands have one big idea.