What Ryan Gosling Can Teach Us About Pitchcraft & Brand Essence

“First Man”

Oh hey, girl (or guy).

Recently we spied this article on Ryan Gosling’s astronaut movie. Here’s how he talked about getting to the truth of the character and movie theme:

“We were so interested in the duality of their lives,” Gosling says, “how these astronauts were using their flashlight of scientific knowledge to explore the vast mysteries of space, and at the same time, they would have to come home and mow the lawn and take out the trash. We had this term for ourselves: ‘the moon and the kitchen sink.’ And I think that was something we really tried to understand, what those extremes might have been like—and to honor that.”

The Moon and the Kitchen Sink.

Memorable. Repeatable. The blanks fill in themselves.

These are sorts of shorthands that can give your pitch life and gravity. They help create the emotional stamp, not just of your pitch, but of your brand itself.

Are there dualities your company serves?

Intriguing tensions?
Human truths that everyone can relate to that connect to the larger aspiration?

To do: Try to find a shorthand that stands for the value you deliver your best customers and see if you can infuse its spirit into your brand story or at least your pitch intro.