I feel like I'm just throwing darts on social media. How can I make my content more effective?
You have to use social media with intention. The key is to understand that people don't buy products; they buy stories and emotions. Start by crafting a narrative that activates three things in your audience: their emotions, their attention, and their memory. This is what creates a powerful hook that keeps them engaged and helps them relate to your message.

How do I know if my business idea is actually a good one before I start trying to market it?
Before you even start creating content, you need to validate your problem. You might think your business idea is the next big thing, but if there’s no real problem to be solved for a large enough audience, then your perfect story won't matter. Use focus groups or surveys to get feedback and make sure your idea resonates with your target audience.

What's the biggest mistake people make when they try to sell something with a story?
The biggest mistake is over-explaining. If you're over-explaining, it comes across as desperation. You need to be confident in your value proposition and your story, and trust that it will resonate with the right people. Focus on a clear, concise narrative that connects with their pain points and shows them the value you can provide.

What are the key elements of a good story for business?
A powerful storytelling framework can help. Use the HERO framework:

• Hero: Your customer or audience.

• Enemy: The problem or obstacle they face.

• Resolution: How you solve that problem.

• Outcome: The result they get from your solution. This framework helps you focus on their journey and how you can help them achieve their desired outcome.

What does it mean to be a "jaded dreamer" in business?
A jaded dreamer is someone who has tried and failed many times but continues to get back up. It’s an understanding that true success takes a lot, and you have to know when to walk away from something that isn't working and apply the lessons learned to a new venture. You have to take from what you failed and ask yourself, “What did I do wrong?”.

Watch the full episode at https://youtu.be/ZI3HooUEb_A
and read more in THE ASCENT | 027