This book from Tamsen Webster, titled "Find Your Red Thread." The book's central premise is that every idea, product, brand, or service has a hidden "Red Thread" — the narrative or story that explains its meaning and purpose. Webster provides a step-by-step method for uncovering this thread and crafting a compelling message that resonates with the audience, inspiring action and change. The excerpt explores the key components of this method, which includes identifying the audience's goal, problem, truth, change, and action, culminating in a concise "Red Thread Storyline" that articulates the idea's essence in a memorable and impactful way.