Businesses today are asking the wrong questions to master storytelling.
Business today must know how to frame their conversations.
Otherwise, people still look at the world through the same lens and come to the same old conclusions.
Having the wrong conversations about their roles and brands costs businesses relevance, sustainability, and customers.
Businesses today must stop asking, “Is this an improvement?” or “Does this make us look fresher?”
These are the wrong questions for us to ask.
What we should be asking is this:
- Is this correctly defining our role in the world?
- Is this presenting a side of the conversation that we all should be having?
- Will people see our new brand and story and ask, “Why hasn’t anyone asked this before?”
Those are the questions — and responses — our brands should evoke.
It’s not a matter of merely driving growth.
It’s a matter of igniting a spark in the minds of those we serve, those who support us.
Rewarding them with that defiance to stand up against something ordinary and complacent.
To do less leaves us merely regurgitating what others have heard (and said) before.
And repetition doesn’t open the door to a revolution.
Instead, thinking bigger, being bolder, and taking action without reservation; these are the qualities that demark the starting line for what’s next.
And that sound?
It’s the future knocking at your front door.
That’s what happened when I began working with David and Zoe Karli.
A Doctor Prepares to Master Storytelling
Innovation drives entrepreneurship, but not all entrepreneurs are cut from the same cloth.
Dr. David Karli is an exception to the rule.
Having graduated from the University of Maryland and Harvard Medical Schools, he ended up practicing traditional medicine, offering routine treatments (such as steroids), and getting outcomes he wasn’t happy with.
Only to see his patients repeatedly needing the same “band-aid.”
Blinded by Science. Driven by Precision.
Despite this success, David felt he was meant for something more.
Practicing traditional medicine at the Spaulding Rehabilitation Hospital in Boston, David Karli was instrumental in developing the first guided spinal injection program.
This breakthrough made it possible to reach a level of accuracy and precision not previously achievable.
The challenge? Doctors are taught to “be doctors.”
The result is that too many medical brands talk and sound like doctors, failing to connect with patients and all sounding interchangeably like one another.
A Tale of Two Davids
David had always been an innovator and was excited to explore new opportunities beyond his traditional medical training.
This led to numerous breakthroughs in regenerative therapy and technologies to reach a level of precision and results not previously achievable and replicable.
Following this, David Karli knew he had to embrace a brand that paralleled what he’d done in his profession: the art of storytelling.
This was when he and his wife Zoe reached out to me to marry his technical skill with his business acumen to create something truly unique that would impact not only patients but the world of regenerative medicine itself.
By uniting his medical expertise with my branding expertise to this new world of entrepreneurship, he created a niche for himself, distinguishing himself and his clinic from the competition.
Learning to tell a story was critical for David Karli’s success, the backbone of his entrepreneurial journey.
Start with Insights
Key insights formed the foundation of branding the new clinic, Karli Center.
It was discovered that stiff and painful joints are not fun regardless of age, diet, or genes. These are caused by inflammation and swelling.
The crazy part? The general medical term for this (whether old or young, active or not) is “arthritis,” whether you are 80 or 8.
And arthritis is the most common cause of disability in America.
No matter what one calls it, it doesn’t make it hurt any less or give anyone more mobility.
It needs to be treated. NOT masked. NOT sedated. Treated.
Unfortunately, traditional treatment of joints has resulted in the following:
Over 22% of American adults (over 52.5 million people) are diagnosed with arthritis or a related condition. This figure is predicted to rise to 67 million by 2030.
With these insights, David and Zoe Karli now had a story to tell.
And rather than be another “stem cell” clinic, we realized he could deal with and treat the second most prevalent source of pain, discomfort, and disease in America: joint pain.
This led to this positioning: The greatest stride in joint self-renewal.
From being a successful physician to becoming an entrepreneur, David Karli exemplifies what it takes to be a successful disruptor.
He has mastered the art of storytelling and has used his medical background to excel as an entrepreneur.
His journey encourages anyone in business seeking to break free from traditional roles and become an innovator.
Entrepreneurs succeed through the right mindset, creativity, willingness to challenge old guards, and the courage to tell stories.
Thanks to innovation, and storytelling, David Karli’s future looks brighter than ever.
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