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SUMMARY:Be the Hero: The Journey of Your Brand Story\, a 20Fathoms Breakfast Lab
DESCRIPTION:This Week at Breakfast Lab\nPeople don’t connect with logos or taglines; they connect with stories. But most businesses struggle to tell theirs in a way that actually sticks. \nIn this session\, we’ll explore what makes brand storytelling so powerful and how you can use it to make your business feel genuinely human. The hardest part for most founders isn’t explaining what they do or how they do it; it’s communicating why they do it. That’s exactly where we’ll start. \nWe’ll walk through the 6 essential elements of brand architecture\, how to develop your WHY and define your brand purpose\, the 5 critical attributes of effective brand storytelling\, and benchmark examples from brands that have done it right. You’ll leave with a clear framework for crafting a story that resonates with your audience and moves them to action. \nAbout the Presenter\n\n\n\n\n\n\n\n\n\n\n\n\n\nTim serves as the Chief Marketing & Experience Officer for The KRÄM Group. Tim is a visionary marketing and business operations executive with over 30 years of experience building and scaling high-impact brands that drive customer engagement and sustained revenue growth. Throughout his career\, he has demonstrated a unique ability to identify market opportunities and translate complex strategies into decisive execution. His background spans a vast array of industries\, including multi-unit car washes\, construction\, and spirits\, making him a versatile leader capable of driving innovation and profitability across diverse business sectors. \nTim’s professional journey is marked by significant entrepreneurial and leadership milestones\, including founding Werkshop Branding\, which he grew to $12.5 million in annual billings before its acquisition by a private equity group. He has held high-level executive roles across various industries\, including a Kentucky bourbon startup\, major restaurant franchises\, higher education\, and healthcare-related companies. \nBeyond his professional accomplishments\, Tim is deeply committed to his faith and his family. Born abroad in Switzerland\, he brings a global perspective to his work\, balanced by a personal dedication to mentorship and community involvement. Tim and his wife\, Keri\, live in Traverse City\, MI. When he isn’t shaping brand strategies for businesses\, Tim enjoys outdoor activities and traveling with his wife\, cooking\, finding the best pizza joints in the country\, and spending time with their five grown children and two grandchildren. \nAbout Breakfast Lab\n\n\n\n\n\n\n\n\n\n\n\nBreakfast Lab is a weekly event at 20Fathoms where you’ll get expert guidance to help meet your most pressing startup needs. Connecting you to the right tools and the right people at the right time. \nThese events are held in person and offered virtually. There is no cost to attend. Coffee and a light breakfast are provided. Walk-ins are welcome. \nAnd if you’d like to stay and keep working\, coworking at 20Fathoms is free on Thursdays for Breakfast Lab attendees.
URL:https://20fathoms.org/event/be-the-hero-the-journey-of-your-brand-story-a-20fathoms-breakfast-lab/
LOCATION:20Fathoms\, 10850 East Traverse Highway\, #Ste 4400\, Traverse City\, MI\, 49684\, United States
CATEGORIES:Breakfast Lab
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DTSTART;TZID=America/Detroit:20260716T090000
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SUMMARY:Build an AI Knowledge Base\, a 20Fathoms Breakfast Lab
DESCRIPTION:This Week at Breakfast Lab\nMost founders are sitting on a goldmine of useful information: customer interviews\, strategy notes\, market research\, sales conversations\, and half-finished ideas. The problem is it’s scattered everywhere: folders\, docs\, inboxes\, and people’s heads. \nIn this hands-on session\, you’ll learn how to turn your scattered documents into an AI-powered\, interlinked knowledge base; something closer to a private Wikipedia for your company. Using tools like Claude Code or Codex alongside Obsidian\, you’ll build an “AI librarian” that can read your materials\, organize them into a wiki-style structure\, and answer questions based on your own source documents. \nWe’ll walk through how to organize messy source materials into a practical\, interlinked knowledge base\, how to build a starter version live using your own documents\, and how to ask better questions of your AI librarian so it becomes more useful over time. Attendees who come prepared should leave with a working starter knowledge base in hand. \nAttendees should bring: \n\nA laptop\n3–5 documents to use as source material (customer notes\, strategy docs\, research\, SOPs\, etc.)\nA paid ChatGPT or Claude subscription with Codex or Claude Code\nObsidian (free for personal use — download at obsidian.md)\n\nAbout the Presenter\n\n\n\n\n\n\n\n\n\n\n\n\n\nAdam Lorton is an independent consultant who helps non-engineers gain new superpowers with AI. \nSince the release of ChatGPT\, Adam has been on a mission to push AI tools to their limits—not for gimmicks\, but for real business value. He has been invited to teach AI fundamentals to organizations including Mochary Method Coaching and ALO Yoga. \nOutside work\, Adam is the author of This Week in Speedgolf\, the #1 newsletter on the internet devoted to the most athletic version of golf. \nAbout Breakfast Lab\n\n\n\n\n\n\n\n\n\n\n\nBreakfast Lab is a weekly event at 20Fathoms where you’ll get expert guidance to help meet your most pressing startup needs. Connecting you to the right tools and the right people at the right time. \nThese events are held in person and offered virtually. There is no cost to attend. Coffee and a light breakfast are provided. Walk-ins are welcome. \nAnd if you’d like to stay and keep working\, coworking at 20Fathoms is free on Thursdays for Breakfast Lab attendees.
URL:https://20fathoms.org/event/build-an-ai-knowledge-base-a-20fathoms-breakfast-lab/
LOCATION:20Fathoms\, 10850 East Traverse Highway\, #Ste 4400\, Traverse City\, MI\, 49684\, United States
CATEGORIES:Breakfast Lab
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