Every moment of every day, our brains are sorting through an insane number of inputs, trying to make sense of the world. As we do, we end up connecting all sorts of meaning to everything we experience, from the most basic object – or number – to the most complex idea. When we discover those connections and even create connections of our own, we have an incredibly powerful tool for creating emotional bonds between us and the people we serve.

And when people feel positive emotions towards you and your business, that's when they pay attention, conversations continue, and people say yes to what you're offering them – when you know the answer to this question: What is The Thing Under the Thing?


💡👉 For a complimentary, no-obligation discussion on how to put these ideas into place for yourself or your team, email Hello@StoryGreenlight.com.

00:00 The power of deep communication
03:20 The bell in the tower
05:40 Defining The Thing Under the Thing
07:54 Mad Men and Eugene Schwartz
09:56 The connection already exists: green means go
11:06 Connection already exists: US flag
15:13 Pushing people's emotional buttons
15:55 Actively creating connections: cows and mini-vans
20:19 Creating connections in business: Clydesdales and beer
22:54 Symbolism in Marketing
25:33 Unspoken connections are still powerful: the iPod
28:45 The Thing Under the Thing is always there
30:46 Shaping messages in advisory industries
31:41 Things Under the Thing for law firms
33:50 Things Under the Thing for cannabis
40:22 Speaking to what people care about in their industry
40:52 Things Under the Thing for a CEO's EBITDA and her people
43:55 Results of The Thing Under the Thing

💡👉 To apply for a complimentary, no-obligation coaching session to experience these ideas personalized to you or your team, email Hello@StoryGreenlight.com.