The power of change -- Intentions and instincts -- Overcoming the status quo -- Bring a little bad news : if you want customers to care enough to do something different -- Everyone lives in story : even your buyers -- The power of story -- Finding your story : the value wedge -- Building your story : power positions -- You-phrasing creates engagement and ownership -- The hero model : play the right part -- The hammock -- Your power message -- Grabbers : creating impact and spiking attention -- Stories with contrast : help them see value -- Props : 3d visuals : are you serious? -- Big pictures : making the abstract more concrete : the complex more simple -- Stories, metaphors and analogies -- Messaging for the decision : old brain vs. new brain -- Proof points : pain vs. gain -- Messaging delivery : your words, voice, and body.