Between Your Essence and Your Touches

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In the middle of your Legend Platform are two key elements we must get clear on. Emphasis is on MUST. Without clear General Precepts and Primary Principles built in, your customer goes from hero to zero fast.

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I know what some of you are saying. Precepts and principles mean the same thing. Right? Here's where proper definitions according to a dictionary or some other ready reference would be handy. Not going to do it to you though. I promise. Go ahead and look up the two words yourself.

Notice there is a distinct definition for each, and while similar, they do not mean the same thing. Ben Mack makes it very easy for us by adding the "General" and "Primary" modifiers inherent to the separate meanings of each word. Thank you Ben.

Starting with General Precepts after your Customer Touches and develop the areas where your customers may enjoy immediate benefits of your products or services. These general benefits move customers closer to your Primary Principles. Moving your customers closer to your Primary Principles will also move them closer to the full benefit of experiencing your Brand Essence.

Your Primary Principles are the essential elements of your Brand Essence. There's no way your customer can fully enjoy their own heroism in your Brand Essence until they first go through your Primary Principles.

As you build the Legend Platform for your business, please keep simplicity in mind. A Legend Platform is a simple document that will serve you for many years to come. Complicate the Legend Platform and you'll keep getting complicated results. Do you want to complicate your profitability?