Notes:
What makes a "Who" compelling?

** Elements of an emotional connection – tapping into your authenticity

Notes – emotional connection builds trust – all effective brands build trust

Q – What are the elements of an emotional connection?

·        Shared values – we care about the same thing

·        Situational understanding – I've been there & I know how to help

·        Shared experience – we've both been through the same thing/ been to the same place / share a common understanding

·        Shared passion – we are excited about the same idea