This week on the Capability Amplifier podcast with Dan Sullivan, we're talking about creating brand new valuable intellectual capital. What does that mean? It’s about creating tools, products and services to elevate your brand and business.

This is something that Dan and I absolutely love to do and today we're going to reveal some of the strategies that we've been using to rapidly create our own content and products. PLUS we’ll go behind the scenes and hear about what Dan's been doing with “Strategic Coach,” and how he just changed his model of rapid content creation that drives his quarterly events. 

I think you're going to find this one particularly interesting because it also ties into “who you want to be a hero to.”

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Dan has always had a love for packaging and branding, even when he was young. So much so that one day when his parents were away, he thought it would be a great idea to use model airplane paint (remember model airplane glue! Talk about a high!!) to label all of the doors and drawers in the house. Needless to say… his parents were NOT thrilled but so began his love of packaging and branding!

I define a “brand” as an emotional connection or feeling that someone has to a product, a company, an individual or a service. The more feelings someone experiences that are positive, the more likely they are to want to buy a product. A continual emotional attachment embeds a trigger to buy.

Let’s use Coca-Cola as an example. It means a lot of things to a lot of people. In my opinion, it's one of the greatest bands of all time. Just hearing the pop of the can or bottle and the fizzing of the bubbles creates an emotion or feeling for most. (be honest… you just pictured that red can and your mouth started watering, right?) Maybe you’re brought back to a childhood memory, but it becomes an experience that involves ALL of your senses.

When I work with my one on one clients, the outcome and goal is to establish an emotional connection. What is the primary emotion and feeling you want them to walk away with? I've discovered over time the three things that people want more than anything is clarity, confidence, and courage.

If you’d like to dive deeper into our own processes for creating a brand, content, products, and services, FAST then go download and listen to this episode right now! 

If you like heated conversations with a lot of opinions, head over to www.CapabilityAmplifier.com and scroll down to leave me a message, rate, review and share! Every week Dan and I give away cool prizes to voters and commenters and that might as well be you!