 it. So welcome everybody. Oh, we have somebody from the long down. Welcome. Welcome. Hello, everybody. Welcome to this text posted webinar today is building a story brand. This is clarifying your message. So supporters will listen and I'm looking forward to watching the replay of this one because I know it's going to be good. So let me show you how you can engage today. Everybody is on mute. If you need the closed caption, somebody has already turned it on. Just click on that CC button at the bottom of your screen so you can see the closed caption. If you have a question, please type it in the Q&A section. There's probably gonna be hundreds of people here. If you type it in the question section or in the chat section, we'll probably still be able to grab it, but we would love you to put it in the Q&A. Check your email in about 48 hours. Probably tomorrow we're going to email you the video, the slides, and maybe some extra links. So make sure you open your email that comes in. And if you learn something cool, please share it in hashtag TechSoup. So I'm going to tell you about one new exciting thing we have here at TechSoup and it's called Quad. You can do more good together. And this is a special community that we have here at TechSoup. I'm going to put a link in the chat for TechSoup. But what's most important today is this webinar that you're going to learn. So I'm going to turn this over to Jason. You guys have a great webinar. Bye-bye. Good afternoon, everyone. My name is Jason Spangler. I'm our Director of Business Development at TAP Network. I'm joined today by my creative director, Chad Ballou. Sorry. A little background on myself. So I work with TAP Network and end up heading up a lot of the conversations with the members from TechSoup on ways that we can either help them from a thought leadership perspective or if we can actually beat boots on the ground and help them accomplish marketing achievements or goals. A little background on you, Chad, if you want. Hi, my name is Chad Ballou, Creative Director with TAP Network. I have over 20 years agency experience working with a wide range of brands. You can sort of think of me as the movie director to your brand story that we'll be discussing today. So that'll be the first of many movie analogies. Perfect. So background on TAP Network just to give everyone on the same page. We're a full-service digital marketing agency that's partnered with TechSoup now over the last eight plus years. Together we've been able to provide just a tremendous amount of marketing and thought leadership and expertise to not only TechSoup but also their members. I think we've worked with thousands at this point. It's pretty unbelievable. So we appreciate you joining us today and hope that we can provide you some actual insights. I know this is a topic today that I personally am excited to talk about because I inherently get drawn into a lot of website discussions. It's one that comes up often with clients looking for help with marketing. They're like, my website's not good. And it's interesting because half those discussions end up being they need help with content and story messaging as well. And so I think this is going to be very informative today and I hope you guys have to take a lot out of this and you're able to turn around and apply it to your individual organizations. Let's jump right in. So today we're going to talk about building your brand story. A little outline of what we're going to accomplish and let's just jump right into distilling your story. Chad, you want to kind of walk us through the beginning? Absolutely. So what do we mean when we say distilling down your brand story? It's really about taking that larger form of your of your narrative even you know and then really distilling it down to what we're going to call your brand story. So that in doing so we need to really know your audience. You know we want to be specific and intentional. We need to be bold but especially important to not be polarizing and provide a clear and concise narrative. So you know we want to ask is it relevant? Is it is it ownable and distinct? You do want to stand out from the crowd but obviously like we said not alienate your supporters. So you know they're the audience of your story and so as I mentioned some movie and more movie analogies to come you know in a world saturated with information and the power of being concise is extremely important. So soundbites are you know sort of your elevator pitch for your brand and we're looking for that. We're looking for that succinct expression that really encapsulates the essence of your story. We want to we want to craft a clear and concise message that resonates with your audience and leaves a lasting impression. So ultimately what we're talking about here is the tagline for your movie poster really. Right I mean and to summarize that maybe Chad it's the goal is to partner with those who believe what you believe. Simple and concise right. So if you talk about what you believe you ultimately are going to attract those that share those same beliefs. I include this Mark Twain quote because I think it's wildly important to understand it when it comes to messaging from a brand standpoint because if I had more time I would have written a shorter letter. Be intentional be specific and speak to the those that you know your messaging will resonate with. So before we move on we want to jump into a quick poll because I'm very interested to hear how everyone where they are currently with their nonprofit you know so do you feel your nonprofit has a clear distinct brand story? A no you don't have a brand story and need help making one. That was pretty obvious for a lot of people I think. B you have a story but it hasn't been standardized so let's say your team is telling it multiple ways or multiple capacities. They're telling it different on different social media mediums stuff like that. C you have a standardized story but it no longer matches your evolved mission. A lot of the non-profits I speak with they've been around for a while and as missions and initiatives change the messaging on their or at least their digital messaging doesn't seem it's always lags behind. The last one is yeah we got a solid story it's relevant it's a synced I'm just looking for a pointer or two I just want it's a we understand it constantly evolves and I just want to be ready for that next little slight adjustment to make sure that our company is pivoting. So they're coming in it's interesting I'm not I'm not that surprised Chad with what I'm seeing right now with the poll because I feel that a lot of people have a story they feel like they they know it but it's never been standardized and so often their you know ED might say it one way but then they're some of their biggest supporters and evangelists might tell a different story it's got the same narrative roughly but it's different. So I'm gonna go ahead if there's anyone else I'm gonna go ahead and end that poll super informative there so majority of you yes have a story but it's not standardized with a lot coming in second that you just need to help making one for in general so I think we can help with both of those today. So before we kind of jump into stories I'm going to maybe annoy you I don't know so I'm huge on psychology especially when it comes to my background has primarily been from a sales aspect and I've done that across multiple industries in multiple ways and it's I find this just wildly interesting that the psychology of asking why and how it applies to your audience and so like most organizations I speak to they well if I ask them what is your mission clear and concise they can give it to me on a silver platter if I ask them how they accomplish it they normally can they make some missteps or maybe there's some questionable things but they normally can define that as well but when you turn on and ask them why it's important I find that people struggle they're they're unsure and they might know why it is for them but they're not sure if that matches the organization and that's an issue at the end of the day your neocortex so part of your brain that responds with the what the part that you can quickly and easily tell people is responsible for just the rational and analytical thinking so this is facts what happens right great but the limbic section of our brand that's responsible for the how and why that's responsible for all of our human behavior the trust loyalty all of our feelings in other words the reason people choose to jump on board with an organization now what's even more interestingly when we kind of dive into this is so great so the limbic brain controls how and why but how do we speak to it well the limbic brain doesn't have a capacity to understand language so while you're like wait a minute so we need to talk and say why but we can't do it in language it's done through the emotion it's done through what your dreams are so people aren't going to buy what you do they buy why you do it I mean what you do simply serves as the proof of what you believe in other words those statistics the proof that's all the proof but to inspire your audience you have to start with why and that's the ability to inspire those around them that's what you want to try to inspire those around you or if you can't inspire the people around them so they can keep pushing your mission forward I'm gonna jump into the next slide for you Chad kind of bring it before for us exactly so like Jason just talked about the psychological importance of your brain's narrative and there's much more to this in terms of just overall science that goes all behind this and so you know research has shown a 300% increase in content with a narrative focus having increased engagement we know that the narratives can trigger the release of oxytocin which is a hormone that goes back to the parts the brain ejection was just talking about that's associated with empathy trust and and social bonding so you can kind of see where we're going here uh this this emotional engagement can really enhance the retention of information that information being your brand story and what what you what you offer and so all all that is to say is that your story it really really matters and you want it to resonate with your audience your supporters on on that emotional level through that narrative and so essentially this is your movie and so just to kind of play that off again and so that's that's how we increase that engagement is through is through that emotion of your narrative exactly so how do we start unlocking this what is your brand story I mean what is your organization's role when how can you reasonably accomplish this task you know wait what are you trying to do I Chad Chad and I when creating this slide deck we we started laughing because this for us this was the embodiment of it so Chad I'm going to let you go because I love this but yes by all means right so the question being how how do we unlock your story right so so first off you really need to think of your brand as your audience's guide on their quest right and so I'm sure given the photo here I'm sure hopefully most of you are familiar Florida the Rings we realize this is a somewhat nerdy analogy here so stay with me but your audience and your supporters are are also part of that story so when people who believe what you believe will make your cause their own and help help really grow your impact so you want to inspire them and guide them and and most importantly empower them to make their dreams come true just just like Gandalf in this example so we want to enable them to be the hero of their story and so by doing so we we share in the dream and they know that the guide will take them to the the promised land or to find the the quote unquote elixir that they're seeking and so even though you have a brand story to tell everyone also has their own story and journey in each state that's relative to your brand story and and we really we want to make them the hero in that and in doing so we will be their guide in order to achieve that and going back to the psychology end of it it's important because most people are inherently followers I think it's like anywhere from 10 to 12 percent of the population actually want to be like early adopters they want to take risks big risks and so a lot of people will just want to follow those that lead not because they have to because they want to it is kind of it's personal for them but for you know it was pretty it's not sorry it's not for them but for that for ourselves people are inherently selfish and so put yourself in the position to help guide them I think a good example of this is you know Dr. King I mean he gave the I have a dream speech not that I have a planned speech and I totally stole that but I think it's a very moving sentence and I like it because dreams do inspire they're all you know they're all yes they inspire plans don't I mean I think we've all seen many politicians talk about all their plans and how inviting is that it's sterile to say the least so let's jump in so now that we've just talked about how are you going to try to we need you to be the guide the guide of what as a chat I'm going to have you walk us through kind of the hero's story yeah let's see so to to back up here's the good news but the framework is already there we're not reinventing and and that's I feel like that's good news for all of us so in order to understand and implement that we use what we're calling the hero's story and you I'm sure many of you have heard of the hero's story it's a very established formula of storytelling that's just everywhere throughout movies and books going back as far as the mediums themselves and so we want to we want to align ourselves with that framework because it's effective and if it always works not sometimes it always works so when you when you think of it that way and you kind of look through that lens as it as it pertains to your brand we want to look at it in sort of that three act play if you will so act one known as the departure it's really the call to action so your organization receives a call to embark on a journey to solve a significant challenge so you're looking to change something change people's behavior change something that's really what you set out that's why you started all of this is to achieve that particular goal and act two is that what's called the initiation crossing the threshold so your organization commits to the adventure at that point leaving behind the familiar world you can start to see how this story arc applies it can apply to just about everything especially brands in terms of now it's figuring out what it is how you're going to achieve those goals from your call to adventure what you decided to change the world and act two is really how do you do it and so that's you know that's going through the desert and figuring out you know how how are we going to achieve this and act three the finale really is the return return with the elixir so after facing your final test out in the wilderness and figuring out how how you're going to achieve this for your organization you know you you demonstrate your growth you return to the real world if you will bringing back the benefits of of the journey that you just embarked upon and you come back with that elixir and so that gives you the authority to be the guide for your supporters and your audience and because they they also want the elixir they also want to achieve achieved or not have to go through the trials and tribulations itself hence you being the guide so you want to inspire your audience supporters to be part of that story because it aligns with their needs dates and and and what they're looking to achieve in themselves and giving them that reason to follow you along with your story and you know in the process you're making them heroes as well and so you can start to see how everything really aligns with this tried and true framework of how to tell a story and how that can apply to your brand and you know Chad bring this back to the Lord of the Rings example I think it's a I'd love to think about it it uh you know the story was all about Frodo it was individual was Frodo's story throughout the trilogy and how he ultimately got to destroy the ring to save the world well now he was joined by many comrades many people that would help him support him and they had their own individual stories but it's important to keep it individual and that's because it's easier to connect with I mean there's been study upon study about when you do if you do your mission about group of people it's less precise it's if people are less likely to connect with it and so in that story it was how Frodo went you know he had a dream with the ring he didn't have a plan he didn't have a way to go and then slowly the plan formed along the way and he achieved greatness so I sorry I think that's just wildly important to understand and hopefully we're not nerding out a little too hard on this where people understand if not hey Lord of the Rings was a good was a good trilogy the the the key you know takeaway there is this framework applies to just about any story so pick any story you like and look for these key components in it and you will see that and so the next question is kind of where do we start and so you need to establish a plan with define timelines and clear definition of success with this I think there's kind of two pieces which we'll touch on and that's both collection of all your ideas and then there's that distilling so the ideation and then the distillation from there you have to perform a lot of qualitative research which we'll jump into and then ultimately implement your story right so who do you bring into this who's involved in this crafting of the story and I think it ultimately needs to be the people in your organization who you've inspired and those people that also share your dream so this this work involves a cross-functional team including stakeholders at different levels of the organization so you sort of it's not just one person and then it's research research research I think but Chad and I were laughing it's there's yes there's you need to do a lot this isn't something you're going to do overnight I think that's one of the biggest things I want to point out is the goal is to understand why each stakeholder ultimately joined you what is there why what is their dream what are they what did they personally gain by partnering with your organization it's personal it's how people are but the question is will they answer it can they give you that are they are they even self-aware a lot of the reasoning for things like this especially with nonprofit work it's built around internal biases and those biases were established between like the ages one and five I mean so some of these maybe we're not even self-aware enough to answer but for those of us that are it's moving because it helps us establish that dream for your organization and through that that lens of storytelling you sort of almost think of the brand as an actor that research is a part that they shadow the person they're playing they become them so that's really key of this research is really becoming the audience really and once you've done the research I think it's you've collected everyone's call to adventures Chad would say I love that that just is really because it's that dream you've collected everyone's dream they're called to adventure even you have to identify the commonalities like what were their barriers to entry what was stopping them for maybe initially joining and then what did they personally have to gain by achieving it or partnering or volunteering or donating through you you know and then combine all these commonalities and that's ultimately what will embody your brand's elixir it's the embodiment there who are your biggest evangelists what is their story how does it compare to yours get all that throw in a blender figure out what works and deliver it and keep it clean and concise that's the hard part right Chad I mean I would say this is the trials and tribulations phase this is this is act two this is this is you out in the desert you know on your quest so that's really the research part of this is act two of the hero's journey I mean I can't help but think when I talk to people about websites when people hit your website for the first time they decide make a decision about it in general in two to five seconds you don't get much time to share your thoughts so it needs to be very straightforward I mean so when it comes to implementing it I mean I think that's it's great segue I forgot this slide was next you have your story now what where do you share it it needs to be across all your you know every place you're sharing and talking to anyone associated with your organization so your website which is your 24 seven mission sales person and really your biggest supporter that's where everyone goes to see are you legit what do you do why should they care and should they how do they how can they get evolved that they're interested you know your outbound marketing campaigns you know designing new campaigning to put a spotlight on this new story or this new found story or articulated story that's the combination of everyone that's helped get you where you are today what a better way than to ask when we're grant funding than to put your new story there what ask people to volunteer because now you're looking to partner with people that believe what you believe it's the same thing it's you have a shared mission and a share goal so benefits of controlling your brand stories now that hopefully we're all on the same page with why it's important how to get there what is the formula to follow and and then let's talk about what are your your benefits go ahead Chad well yeah no you mean you said it your story really applies to everything you do so it's it's now your north star that everyone is traveling towards and so that's that's not only your organization who's aligned with it but it's all your supporters all your stakeholders are now aligned in that vision and so this this allows your leadership to make those informed decisions it doesn't just shape marketing efforts but it it shapes mission initiatives your cultural evolution pretty much every aspect of your organization will be transformed and aligned with this north star of your brand story your mission your manifesto and I think that's important Chad because by having the north star you get everyone marching in the same direction you're no longer hurting cats people know why they're there they can articulate it they can say the same thing so if they talk to me or they talk to Chad they know oh so that's what you why you guys do what you do you know it it provides your organization that strategic compass to navigate what I mean what do I call that rapidly expanding universe of marketing outreach options you can call it what you want but I think AI has been a huge disruptor this year I mean we've embraced it at tap but it's hard and it's ever changing there's many other things that have changed so as those hurdles come and they will never stop coming do you have that basis point to ground your organization and then be able to properly identify the best way to push forward and I I think that's really it you know providing that consistent messaging allows you to benchmark your success and failure so if you are making a change with AI well you know your messaging hasn't changed and so now you know directly was it that AI tool that helped us or hurt us because you're able to gather those actual insights it's crazy standardization it's sounds like a boring topic and like something people want to avoid but in many ways it's what allows us to really grow so anything to add on there Chad? I don't think so I think it's really it's it's one of those things that that sounds simple but but has a lot of moving parts since the years there's there's a lot going on to build that that story and it's really Act 3 is the sort of the easy part right Act 2 is really where we're establishing and creating what that elixir is and becoming the guide for the consumer and Act 3 is is is the implementation that's where we get to see all of this come to life and its benefits which leads well into to this like you know this increased productivity and delivery that's really what we're talking about here is that elixir that brand elixir this is this is what your your story is what you're bringing so that your team no longer struggles with articulating your purpose it helps limit non-essential discussions again to to go back and reference when Jason was saying it's that everyone's marching in the same direction so that's why we we say the North Star really so it standardizes your mission to a point where it resonates internally as well as externally and again you start to see the model of that heroes journey play out so that now when once you've returned with that elixir and everyone is marching in that same direction now we're able to sort of see the fruits of that labor and that is that increased productivity internally and then also the benefit of having marketing communications that six months down the line you can put on one wall and you can see your story it's there there's no question and so that's really the ultimate goal and I love that one wall test Chad that you you blessed me with that knowledge and it's one that I because it's very visual so the goal is that everything all your communication if you put it up on one big wall that it all looks the same and it's Chad you blessed me with that and I was like wow that is like so simple it is amazing like how yes like that's what people strive for and not to be confused with redundancy it's really about a mosaic of your story too but and but but to Jason's point you can tell it's all one thing right it has to be the same ecosystem it has to you know be this and it's yeah I I love that analogy and I think it's very moving I mean the big piece here I think is you just need to decode your your brand story you know and the goal here is your story is what you're selling you need to implement it everywhere at the end of the day your non-profit is vying for the same non-discretionary income as for-profit companies but not providing a product in return I can't say it enough you're not providing a product in return I told you I was in sales so your story though is your product it's your why it's why people are choosing to partner with you it's why people are choosing to donate their money or their time to your organization your beliefs your dreams what you've inspired them to do versus buying a product for themselves that they're going to throw away in a year I mean but that's where the money's going it's where it's coming from and so do you feel your organization has done a good job at selling or establishing what your product is and I think that your your your brand story done correctly will have the larger form of what it is you're doing and why you're believing what you believe encoded within it and so that's that's sort of that that tricky part of it that's part of that big research phase is that you want your brand story to also have you know that that encoded language within it that that everyone resonates with but they don't you know they don't necessarily know the entire breadth of everything but it's distilled down that's that just inflation is really we're encoding everything you do into a succinct relatable engaging story that everyone can resonate with exactly well what's next so we I told everyone in the beginning we have partnered with TechSoup for a long time if you're interested in our services you can go right to the services tab and we both we manage the website services and the digital marketing services all of that is tap network we would love to talk with you and again Arifah said she'll be sending these slides out so also this is kind of a what we can do what we can accomplish I find this is great for people to understand kind of how we work as a full funnel marketing company and but the learn more here if you click that link that'll take you directly to a link where you can inquire to learn more about this so if that's something you're looking for help yes we can do something to note that this is a when it comes to messaging and story and creating brand stories this is something we don't have a huge capacity for at tap so it is more of a a bespoke offering a tailored offering based on individual needs so I'd say if this is something you're interested in I would come with a decent budget because this is not something that we can do overnight this is something you'd be working directly with chat my creative director on and we want to ensure that we can provide you something that we are proud of just like you and that is something that takes time so moving in we would like to open up questions see here seeing some questions asking for examples I'm looking to open it sorry Aretha has left allow attendees all right I think a good one Jason and I were talking about earlier is Panera Brett they're not necessarily selling you bread specifically right they're they're selling you warmth in an experience so knowing that you're there their consumer may not be you know they may be just hungry right so they have a need state and they're you know maybe they had seen some sort of you know piece of collateral a couple days before for Panera but the importance of that piece of collateral is that it wasn't necessarily selling them bread and food was selling them warmth in the emotional experience they would receive in coming in and smelling fresh bread there's you know there's a lot of emotional and sensory experience that goes along with that so that's what they're that's what they're doing to bring the consumer along with them on their quest for the you know the elixir being satisfaction and sustenance not getting a nice loaf of bread so that works really well obviously for consumer brands I realize that with nonprofits you have like I said earlier in terms of the hero's journey you have that call to adventure which is what the why like Jason said what why are you doing what you do and you just have to figure out where they kind of play into that journey along the way and speak to that I think yeah now the Panera bread example is a interesting one because if you think of Panera a lot of people go okay they make bread but if you walk in they did a whole movement on ensuring that people could experience it was the experiential end what it meant to get fresh bread warm bread doughy gooey bread which is wildly different than what it's like 20 minutes later and they moved everything in their way of doing things around ensuring that people could smell it see it so if you walk into a Panera you notice all the ovens are forward facing you see it you're part of it because they want you to be a part of that warmth that core thing that humans love we don't want to be hot we don't be cold but being warm that's a sweet spot we like that so they put fireplaces in all the Paneras now I mean everything it's been really positioned to encapsulate that core human need of being warm and what does it provide what is it it is something that I think of the first time I had like a true New Jersey bagel that was fresh and it was gooey it was like it was like a completely different item than a real but than a bagel you buy at a grocery store that's sat there for a week completely different and so what is that experience what are you ultimately trying to drive to and if you can marry everything around that it you really find that it's kind of that differentiator that can take you to the next level I do want to answer one of the questions that came in through the Q&A Joy you were talking about do we offer any storytelling trainings we do not as of today we do offer a ton of thought leadership directly through webinars like you're joining us today on so that's why I love having these because it allows us to answer a ton of questions and reflect back and direct people to them in the future but that is a good idea for later on I don't see anyone else coming in through the Q&A section so I can kind of go into the webinar chat there's questions coming in through the comments I see one that says do you have any examples of creating brand congruity across a large organization that has multiple locations across a large state where in Alaska and I'll just quickly say a minute I'll let you answer Jason I think that really goes back to what we talked about with distillation so it's really taking that incongruity and creating a congruity out of it sorry for that tongue twister so it's really about distilling your message down to a point that it resonates almost universally but again what I just mentioned earlier it's encoded with the deeper meanings so that would be my answer there No and I think you're right and this is why I would love to offer this type of service to everyone here I would love to be able to do it but it's something that it's not easy we understand it's not easy and that's especially for you in Alaska with what you're trying to do that's a huge state you have a lot of different agendas you're probably up against different perspectives and so that's where we talked about that research phase and why it's so important is you need to ensure that you are getting majority of those perspectives to form that elixir with because you have to find the commonalities with the majority not the minority so sometimes if you have a bigger organization that's been around for so long it is hard because you do need to ensure that you get each level of your audiences and there are people that can articulate really their feelings because that's a hard thing to do in general some people I speak with can do it very well and others really struggle but if you help kind of point them in the right direction all of a sudden they're like oh yes that's what we you know and it clicks but it's not again this is not something that's simple to do but when you get it it clicks and you get it right and you see quick momentum and so that's why we try to give you a plan of why it's important how to kind of accomplish it what to plan for and then how to really implement it where it should be implemented which is everywhere what else do you want to do I don't want to confuse it with lowest common denominator when I say distillation it's really not that it's really about that research and honing in on those those key components of connective tissue between your audience and demographics so just like you were saying and each region of Alaska is so incredibly different that's part of that complexity that Jason's talking about it's not it's not a simple thing and some organizations have very complex stories that are very hard to distill down and tell like a sentence we realize that but that is ultimately the mission that's the question really to get the elixir and Allison you asked so I going back and forth with Chad I was I was talking about how complex to get and how deep to jump into the psychology of like sales and stuff like that you're asking what if our work is a deep history with big donors who like to emphasize our brand in a way that you you don't really like anymore in this modern age how do you bridge that gap that is a phenomenal question I love the question and it brings up something that I was trying to include and I'm going to talk about it now it's kind of the law of diffusion of innovation where you can call it product adoption curves stuff like that and I kind of hinted at it before and the idea here is that while those early adopters those they're the ones that got you where you are so those big donors they got you to where you are today they got you to bridge the gap to where now you probably have a lot more involvement in the community and you've grown substantially but you get to a point where they can then start holding you back as well and so when we were talking at the beginning about being bold with your messaging but not to alienate your core clientele I don't want you to pull a bud light and that is hard for me to say but it's easy for a lot of people to connect with it's don't evolve or don't try to revolutionize what you're doing try to create a path where you can slowly evolve your messaging away from them away from what those sticking points that you despise and show them why show them the reason that north star establish that north star and show them where you're going and they will probably start leading themselves with you and start aligning what they're doing with you there are cases where it could be tough but yes that is typically the way I would recommend it again this is an evolution not a revolution when you try to revolutionize something or go super big super fast it can be too polarizing and it can come at the cost of alienating big donors who might then turn and take their funding elsewhere anything to add to that chat I know I the only thing that popped out of my head was just to kind of it doesn't add any value but it's that I see the movie analogy in terms of producers having opinions on and over overall movie so I mean that's a great question Allison and it's something that if you would like to discuss more it sounds like you have a complex need I mean that is something we'd be interested in discussing see if we have anything else the Alaska example address from am I did yes I trust that share the what how why there was a comment in the in the chat in the q&a I said you mentioned King when you said I have a dream so are you saying he is telling a story and he was he was inspiring so when I mentioned Dr King he was inspiring and sharing his dream he wasn't sharing his plan he didn't tell you how he was going to do it he didn't give you a step by step you know play by play he told you what he was shooting for and he knew that everyone rallying and get behind the end result not the individual steps to get there and I thought that was very moving because on that day I think the crowd was I had 25 to 28 percent white I'm sorry I'm shooting from the hip here but I remember it wasn't it wasn't all black I mean it was because his dream resonated which is phenomenal I mean I I think he was one of those great orators of his time and he did such in a way that he sold you the why the same reason a lot of us loved when we you know apple back in the day we could keep names aside but the reason why is they had someone that was polarizing bold on stage and he would get out there and perform and tell you the why tons of companies build computers sorry I don't that's so good Jason that's so powerful this was awesome both of you I learned a lot you see I stayed on I learned a lot but that says don't worry about how we would get there but what is what is it we want to accomplish I don't I think I don't I don't think you're saying that but you can answer that Jason and then I'll go ahead and in the webinar I mean the what it is you're looking to accomplish that's the personal question that's the question that I so what is difficult about doing these this type of work is that we're going to ask you to dig deep we're going to ask you to ask yourself questions about why did you choose why did you I mean so what is it you're looking to accomplish well why did you join your organization to get started what moved you what was your personal goal what did it what did it help I know I worked here at TAP network because I know when I get the chance to work with nonprofit organizations they help those that can't help themselves and so I know when I go to bed at night that no matter how bad of a day I've had regardless that I've made an impact I'm helping people move forward and I'm helping other people help their target audience and so yes I would love to you know have every day be easy but that's also not part of it I mean it's you got to enjoy the ride and you got to be willing to extend your hand and let people jump on board with you and take them on your journey not everyone's going to be along for the whole for the whole ride you got people to part of different you know different stops but bring people in show them you have good intentions because you heard in a nonprofit you have good intentions I can count on one hand how many people I've spoken to since I've been here that I thought were a true front and not a real nonprofit I mean you have good intentions but why did you start it's it's a tough discussion see anything else to add to that chat sorry I uh we have one more that someone's raised their hand Elijah no that was a great speech in and of itself see here you mentioned whether these slides yes the slides will be presented afterwards I'm looking at Elijah if you throw your comment in the Q&A we do have time to get to it Allison I'd like you thank you it is tricky but sticky but yes I hear you it is tricky but sticky I like that it is when it comes to evolving your mission when you're really set in like concrete for example chisel one block away at a time I and then sometimes people don't even realize the foundation isn't I I would tell you it is but you have to create a plan of where you're going and then create the steps to getting there to where it's an easier transition I mean to Chad and I kind of went back and forth on including Bud Light as an example I think if Bud Light would have done something similar they maybe would have had a much better uptake what they were trying to accomplish but they went out and they were polarized and they they're stock short term has paid for it now we'll see if it ends up being different later on but right now it looks like it was an absolute failure so looking I don't see any more coming in the Q&A I'm trying to read some of the webinar chat comments are there any that stuck out to you Chad no I think that kind of covers it it's you know just really kind of goes back to what we do what has been sort of repetitious through all these answers is that that that act two of the hero's journey is the hard part and that's what we're talking about here and that's that's really the pain point for trying to get from point A to point B in terms of your story is that part of the quest so that is the hard part and through through research and research and research you know we can get there well I appreciate all of your time and effort today we have enjoyed meeting with you hopefully everyone had a lot to take away from this anything else that you have questions on Aretha no this is something you would like to share yeah this is great thank you so much both of you thank you everyone you're welcome thank you all today and we will meet you next time