Problem – Proof – Picture – Path (PPPP)

The Steps

1. Prep

Open your notebook or your note-taking app. On a blank page, write the following words, making sure to leave enough room to jot down points below each one:

• Problem
• Proof
• Picture
• Path

2. Problem

Almost all good brand stories start with a problem. Since this story will be used to convey thought leadership and attract a following based on your brand's beliefs, it's important that you make a bold claim here. The goal is to attract their attention and pique their interest.

3. Proof

Now that you've made a bold claim, can you back it up with some proof?

If the purpose of this story is to build your personal brand then I suggest using this section to give it a human touch by sharing first-hand experience. Alternatively, you can include a statistic that backs up your claim.

4. Picture

Now, paint a picture that shows the reader, listener, or viewer how their life could be different. This is a version of the promised land that you intend to lead them to. Your picture should be specific and realistic.

5. Path

Lastly, give your audience a path to get there. This is where your role as guide comes into play. Show them how you can lead them to the promised land. The journey you’re promising to take them on should be logical and believable. It should instil them with trust.

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Wrapping up

All great brands are able to identify a major shift in the world. They show their customers how their products and services can lead them through this change by painting a vivid picture of where it can take them.

The P-P-P-P formula is a fantastic way to convey your "Why" by telling a story that positions you as the guide and invites your customers to accompany you on a life-changing journey.