Humans have been telling stories since we developed the ability to talk. We use them to pass on lessons, information and history. Like music, they bring events to life and create an emotional connection that makes us remember what we’re being told. Storytelling is just as essential to your business as it is to the human race itself. Watch the video to witness a powerful interaction at Business Mastery as Daniel Lanigan, founder and CEO of Lord Hobo Brewing Co, shares his business’ core story with Tony.

Daniel understands that every business needs a core story. A core story serves as the essence of your company – communicating the value you can provide to your clients in a logical and compelling way. It communicates your X factor: what sets you apart from all the rest, what makes your business unique.

Daniel sells “the most affordable luxury on earth”: craft beer. To attract his ideal customer, he needs to communicate the value of his product, which can cost up to twice as much as his cheaper competition. His core story for Lord Hobo is straightforward, clear – and incredibly compelling: Craft beer is an inexpensive way to give yourself the best. The best beers are eight bucks, the worst beers are four bucks. So why not go with the best?

Tony says, “He didn’t sell me on his beer, he sold me on me having a greater experience of life, and the difference is a very small amount of dollars.” Billion-dollar empires like Patron and Starbucks have been built on similar stories. They don’t sell you a product. They sell you significance. Daniel can capitalize on the same principle.

But if Daniel’s core story isn’t the problem, then what is? As is so often the case in business, the real problem is communication. You can have the greatest vision, values and story in the world, but if you don’t communicate it to your stakeholders, you may as well have nothing. Watch the video to hear Tony’s advice for Daniel and any business owner who wants to create a powerful story, then get your own ticket to Business Mastery to experience a transformation of your own.

Business Mastery is the world’s premier business training event designed and hosted by the world’s #1 authority on personal growth, business transformation and peak performance – Tony Robbins. This five-day event equips entrepreneurs, business owners and operators with cutting-edge systems, skills and strategies not found anywhere else to create an invincible advantage against competitors.

Business Mastery is designed to help participants thrive in any economic climate as they discover critical factors impacting their businesses currently, and design an action plan for the next phase of growth, whether they seek more profits or an exit strategy. This includes marketing tips, maximizing a business’ digital presence to actually get seen and discovered online and how to anticipate and solve the biggest business problems.

During this comprehensive program, participants gain the same proprietary tools and methodologies Tony Robbins has used to make more than 70 businesses profitable. They’ll also unlock exclusive growth tips from industry giants from companies like Airbnb, OrangeTheory, Shake Shack, SoulCycle, Warby Parker and more.

Now available as an immersive virtual event, Tony Robbins’s Business Mastery is drawing even larger crowds and a new generation of business owners.

Learn more about Business Mastery: https://tr.tonyrobbins.com/business-m...

Check out Business Mastery attendee, Daniel Lanigan’s brand Lord Hobo Brewing Co: https://lordhobobrewing.com/
Discover the power of storytelling: https://www.tonyrobbins.com/career-bu...
Learn more about the X factor: https://www.tonyrobbins.com/stories/b...

Visit Tony Robbins' websites:
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http://www.unshakeable.com/

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Tony Robbins is a #1 New York Times best-selling author, entrepreneur, and philanthropist. For more than 37 years, millions of people have enjoyed the warmth, humor and dynamic presentation of Mr. Robbins' corporate and personal development events. As the nation's #1 life and business strategist, he's called upon to consult and coach some of the world's finest athletes, entertainers, Fortune 500 CEOs, and even presidents of nations.