The challenge is learning to understand what message you need to communicate, rather than the actual presentation of the message itself. Essentially you have to do your best to make sure there is no disconnect between who you are and what you are trying to communicate.

Throughout this podcast, C.C. and Mitch continually impressed the importance of finding the “real you”. In order to successfully accomplish this difficult task, you have to discover what your story is. Mitch makes it clear that a real story lies at the core of any good, transparent and authentic communication piece and the story is generated from your natural passion.

An interesting example of a corporation who has successfully driven home their message is the Harley Davidson Company. They truly tell a story. One would initially assume that the Harley Davidson Company simply manufactures motorcycles. However, they go much further to market their product. In fact, they market their motorcycles as components of a lifestyle founded on American values, specifically power and freedom.

The ultimate marketing goal is to become a mental tattoo on your audience or client base.

We hope that this introduction to the wise words of C.C. Chapman and Mitch Joel has been helpful.

All the best,

Suzana and Ian.