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My approach is less about the transactional nature of what you do (what people buy from you), it’s more about the relationship, what people can achieve with you? Yes, to be clear on the offer, but also to enable your audience to better understand and appreciate the value exchange. Back to you. What do you want your story to do? Prompt a change in behaviour? It might be an act of preservation, a legacy or maybe just to remind us what’s important – first to ourselves, then maybe to others.