So! That said, here’s the template we’ve used with startup clients and global brands like MorningBrew, Nohbo, Neurun, CleanRays, NexReality, The Emmy Awards, Adidas, Jacuzzi, and many others to help their audience imagine themselves as winning the day.

1. Establish the context
   The world is changing around your audience. Set that stage. Tell them what’s happening.

2. Deliver an insight
   This insight is a hint toward navigating the changing world. Thus, this insight should…

3. Introduce a decision
   Your audience can either remain unchanged (and thus be passed by the changing world), or they follow the path suggested by the insight. This is the beginning of their journey. Think Luke on Tatooine in Star Wars.

4. Show what’s at stake
   Show what’s likely to happen. Who wins and loses in this new world? Establish urgency, gravity, instrumentality. What happens if you don’t act?

5. Introduce yourself (and your team)
   Pretty self-explanatory. Say what you are, with clarity and concision.

6. Show what you can do
   Explain the benefits of your business, product, or service.

7. Prove you can be trusted
   Reveal your pedigree, history of success, etc.

8. Show how to take action
   Tell them what the next step, with you, is.