Welcome to the second installment in your step-by-step guide to building The Red Thread® of your message or content. To go to the first post, click here. To go to the next post in the series, click here. This time around, you’re looking for one of the first big ways to differentiate your message and […]| Tamsen Webster
If you’ve been looking for a step-by-step guide to building The Red Thread® of your message or content, you’re in luck! This is article number one in a step-by-step series on building your Red Thread, where we’ll go a bit deeper on each element of crafting the story of your idea. First up? Where it all begins… your Audience’s Goal. When […]| Tamsen Webster
It’s time for the fourth installment in your step-by-step guide to building the Red Thread® of your message or content. To see the first post in the series click here. To go to the previous post, click here. To go to the next post in the series, click here. This time around, you finally get […]| Tamsen Webster
“There’s a secret to creating change, and it’s this: that you, we—all of us—are smart, capable, and good.“ I open my “Getting the Green Light” keynote with a version of that line. It’s a major concept that underlies that talk, my book, and really, all of my work. And, if you want to drive action with your messages—if […]| Tamsen Webster
It’s time for another installment in your step-by-step guide to building the Red Thread® of your message or content: all about how to turn your big idea into action. You can find the first post in the series here. To go to the previous post, click here. To go to the next post in the […]| Tamsen Webster
Welcome to the third installment in your step-by-step guide to building the Red Thread® of your message or content. Now that you’ve established what your Audience wants (their Goal), and shown them what’s really getting in the way (the two-part Problem), you need to give them something that makes inaction impossible — and your idea irresistible. To do that, […]| Tamsen Webster
You probably already know that “positioning” is key to creating any kind of change, whether it’s at the organizational or market level. After all, as defined by its originators Al Ries and Jack Trout back in 1976: “Positioning is not what you do to a product. Positioning is what you do to the mind of […]| Tamsen Webster
When you’ve got a big change to make—in your organization, in the market, in the world—one question comes up over and over again: Where should you start? Let’s say you want to launch a new product or service you’ve developed (and yes, all of this applies to a new talk, book, or idea!). Do you […]| Tamsen Webster
If you’re trying to figure out the best place to start or anchor your message of change, the answer is always, “start with the question you exist to answer.” That question immediately: Anchors the change you’re arguing as relevant to your audience Articulates the promise of what your audience will get from making that change Starts a story […]| Tamsen Webster
One of my favorite phrases is “Deeds, not words.” It’s the 1903 motto of the Women’s Social and Political Union (WPSU) in Manchester, England. The Union and its leader, Emmeline Parkhurst, came up with the motto to capture how they were planning to fight for women’s right to vote in England: through vandalism, violence, and civil disobedience. In other […]| Tamsen Webster
