Plan: 1. Background - formulaa.  Donald Miller - mission statement              1.  Problem/Conflict, Destination, Stakes
          2.  Internal communication or internal brandingb.  External - One-liner  – inform customer on how to survive and thrive           1.  Self map – hear me (clear/simple)          2.  Memorization – Repeat same thing - understand          3.  Short  - Tagline – make a customer feel something
Plan 2. One Liner broken downa. Skeptic - Doubt self value, doubt value of others, doubt value of community
b. Engage to me means active, action – Does it from realizing you can, engaging implies others are involved
c. More Self worth, worth of others, worth of community

Plan 3. Parts of a one linera. Problem – makes interested or curious – Open a story loop  - The pain - Can you feel it? Maybe you did not know you had the issue
b. Solution/product – Useful because you offer The medicine – Authority, but not play the hero, but instead the guide c. Result -  The success or what their life looks like – no headache or pain and enjoy activities or sleep soundly  
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