Reliable Plan:

27. Desire, Purpose and Guidance

Just as Virgil guided Dante out of hell and on toward paradise, you too are the guide of someone's journey. #WebReliability

Our Web Reliability system is predicated on the importance of flow. Reliable web revenue is sustained through capturing and enabling the flow of a customer's desire / purpose / motivation to resolve their problem. The flow of a customer's desire and purpose fits with an already known paradigm within human behavior and evolution - story.

One of the best ways to frame marketing fundamentals is to think in terms of storytelling. At a primordial level humans engage with story and frame their reality through it. [Note: This idea is not original to, but has been developed extensively by the folks at Story Brand.]

Numerous examples of the classical storytelling framework can be found across the history of human literature, art, music and other modes of expression. The classical framework calls for a hero or main character who has a conflict or primary issue to resolve. This hero faces an array of obstacles preventing her from overcoming and resolving her conflict. A guide emerges early in the story who knows the path through the obstacles to the point of resolution. This guide takes the hero through the story up to a point. Then the hero strikes out on her own, leaves the guide behind and completes the journey herself.

This model plays out perfectly in Dante's Divine Comedy. In it, the poet finds himself lost in a dark wood at the beginning of the epic. Dante himself serves as the hero. He desires to emerge from the wood into the light, but in his way are brambles, briars, barriers, pitfalls, distractions and dangers. Shortly his guide, in the form of the epic poet Virgil, emerges and encounters Dante. He informs Dante that Dante is in fact near the gates of hell and that he must carefully follow Virgil through hell and out the other side to purgatory and then on to paradise. Virgil knows how to reach the light. He knows how to help Dante overcome his obstacles and resolve his conflict. Virgil then guides Dante along the way. But before reaching the completed resolution of the epic Virgil instructs Dante to continue the remainder of the journey alone. Virgil tells Dante that he is now prepared and ready to continue on without further guidance.

We see this same model play out through so many of our greatest narratives. Whether it be as recent as Harry Potter or Luke Skywalker or as distantly as Homer and Virgil. A hero has a purpose. That purpose is impeded. A guide emerges to educate and facilitate the journey. And the hero completes the journey ultimately ending it alone, as a new and better person.

My own understanding of marketing, it's models, structure and language, match up best with this paradigm of story. I use it here as a tool to emphasize how the act of strategically motivating a customer can best be planned.

Get a fresh chapter every week.

More convenient to just read this from your email inbox? Fine by me! Sign up and each week I'll send you the next chapter.

Thank you for the support! - mk


1. Even The President of the United States Cares About Reliable Websites


2. Who benefits from Web Reliability?

3. What’s in the way of customer success, and how does the Web Reliability Framework help?

4. What is a revenue generating website?

5. What does reliability mean?

6. Why reliable revenue matters

7. What about growth?

8. Flow as a first principle

9. What is it that's flowing?

10. What is the Web Reliability Framework?

11. How do I use it?

12. Who the hell are you?

13. A note on structure

14. Acknowledgements

Reliable Team

15. Team Motivation

19. Leadership reduces resistance

23. Management aka Continuous Improvement

Reliable Plan

27. Desire, Purpose and Guidance

31. Strategically Reducing Customer Friction

35. Managing and Validating Strategy Prior to Execution

Reliable Action

Solspace, Inc.
PO Box 7282
Santa Cruz, Ca. 95061

© 2019 Solspace, Inc.