Extracting the deployment versions

You now have your deep Origin version. The next job is to cut the usable versions from it.

The four extractions

Extraction is the work of finding four things in your deep version. Once you have these four, you have everything you need to build any adapted version of your Origin Story, for any context.

Three of many cuts

Now, the part people get backwards. With those four extractions in hand, the image, the insight, the register, the commitment, build one version first and one version only: the sixty-second telling. A scene, the insight, an honest line of struggle, the commitment, in that order. Do not think about format yet, or about where it goes. This version is where you decide the story itself: what stays, what order it runs in, where it ends. Get that right, out loud, until it sounds like you and not like a brochure, and the hard work is done.

Everything after the telling is not rewriting. It is cutting the same cloth to fit a context. A two-hundred-word About page is the telling, tightened, leading with the Spark instead of credentials. A one-line summary is the insight and the commitment, compressed. A pitch opening is the telling, spoken, with the struggle sharpened for a room deciding whether to fund you. A video script is the telling, paced for the camera. A website hero is the one line plus the single image. Same source, many cuts, each tuned to who is listening and where. You are not writing six stories. You are deciding one, then dressing it for six rooms.