大家伙好呀，今天继续输出式学习~
最近看到了一篇这样标题的文章，越来越多公司在找storytellers，
在AI时代，那些真实的，能打动用户的品牌故事越来越重要，
毕竟70分的内容可以批量生产，真诚的内容就更显珍贵了。
今天继续看看founder stories，学习一下怎么地道地讲述真实的，
能打动用户的品牌故事，打好基本功。
今天看的build in public案例是一个叫Mozi Wash的洗衣液品牌，
创始人是Matt Cook，看到这个产品的时候，还蛮惊讶的，
个人创业竟然自己做洗衣液？
而这个品牌的切入点，也还是跟之前的案例一样，
我有痛点，但是现有服务解决不了，大公司还特别霸道之类的，
所以打算自己做一个更好的解决方案。
接下来就来看看Matt其中一条比较热门的视频，
是介绍自己为什么要创建这个品牌的，来学习一下讲品牌故事的框架。
先看一下视频封面，on-screen text是
why I had to start a laundry detergent company at 23
说了年龄，比较年轻就创立了，也算是一个亮点。
主要是这个HAD TO，不得不，就很能引起好奇，
而且很自然地就有一种使命感有没有。
1 开场钩子，设置悬念，引起好奇，"我不是计划创业，我是被逼的"
"I'm Matt, the founder of Mozy Wash,
and I didn't plan to start a laundry detergent brand. I had to."
一开场就有个悬念，我没算这么做的家人们，打破常规认知，引起好奇。
2 痛点描述，具体描述自己遇到的愤怒，不满的问题
"A few years ago, I was fed up【情绪，受够啦】.
I couldn't find a detergent that I loved, something that smelled amazing, didn't irritate my skin, and cleaned my clothes."
说出了自己的痛点，而且也是很多用户会遇到的问题，
找不到闻起来好的，也不伤皮肤的，也能清洁衣服的洗衣液，
让用户立刻想到"对啊，我也遇到过这个问题！
3: 挣扎过程，现有的方案解决不了我这个痛点
"I kept bouncing between synthetic junk that left me itchy and natural brands that barely cleaned."
用了bouncing between，展示市场上现有产品的两难困境，
也铺垫了现在得有新的解决方案。
4: 改变时刻1，开始思考自己动手
"And I kept wondering, why doesn't laundry ever really smell good?"
说出现有产品的不足之处，正正是自己产品的亮点。
5: 改变时刻2，自己动手找解决方案
"So I started digging into what's actually in big name detergents, and yeah, it was not great."
自己开始研究起来，展现自己对产品的热情，还有专业度，
用户看到觉得，哇，你还自己研究起来啦，给人感觉很用心。
增加可信度，也为后面的产品差异化埋下伏笔。
6: 开窍时刻，决定自己动手做产品
"That's when it clicked. Why wasn't there a detergent that smelled like a luxury fragrance, but was still plant-based and ultra concentrated?"
这是促使自己去做产品的思考，但同时，它也是侧面展示出了这款产品，
最独特的卖点，既能a，又能b，还能c。
7: 行动细节，具体数据展示投入程度
"I got to work. I tested over 100 scent blends, worked with some top chemists, and obsessed over every detail..."
用具体数字(100种香氛)和细节(铁罐质感)，让用户感受到"这个创始人是真的用心"。
8: 产品理念，描述具体场景，给用户提供价值
"We didn't want another plastic jug. We wanted something you'd be proud to leave out inside your laundry room."
Something safe for your kids' clothes, and something that would spark joy when you caught a scent of your freshly washed laundry.
这个产品，是能让用户很骄傲地找出这个洗衣房的。
一般其实洗衣用品，不就是强调洗得干净，或者好闻，这是实用价值，
这个产品还能给用户提供proud这样的情绪价值。
还有其他两个场景，提到了孩子的安全，也提到了用户自己的感受，
都是比较容易引起共鸣的场景。
9: 信任背书，自己都用过
I tested Mozy Wash myself, I gave it to friends and family, and everyone loved the results.
10：品牌发展过程，展现真实感
We packed the first few thousand orders out of my dad's garage, but slowly something started happening.
People weren't just doing their laundry, they were raving about it.
11：保持初心，
Now with over 50,000 customers later, we're still a small team. We still produce and ship everything out of here in California, and we still care deeply about every single order.
三个still，虽然发展起来了，但是还是会保持初心。
12：重视用户反馈，增强可信度
We hear your stories, compliments on your scent, laundry becoming a form of self-care, and even customers saying it made their home feel like a spa.
表明自己会听用户任何意见，拉近距离。
13：品牌建设到社群建设
We built a community of people who believe clean ingredients and luxury fragrance can go hand-in-hand, and to feel the difference on their skin, in their homes, and in their confidence.
我们这个品牌不只是洗衣液品牌，还吸引着一些拥有共同信念的人，
继续说明自己的品牌理念。
14：CTA，用共同痛点来引起共鸣
If you've been cycling through detergents that just don't hit the mark, we'd love for you to give Mozy Wash a try.
如果你也为此痛苦过，引起共鸣。
15：消除疑虑
Luxury scents, plant-based ingredients, and designed to make your clothes and your confidence shine. Backed by 60-day guarantee, we're so grateful to have you here as we keep building something meaningful together.
再次强调品牌独特卖点，同时提供60天保障，降低用户决策门槛。
OK，今天的输出就到这啦，保持输出，保持思考，
大家不妨一起学习，一起输出，learn in public，
试试分享你自己的学习心得，说不定就有惊喜的收获~