Master Ting vs. Bruce Lee

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Hey friend,

Here's something I need to tell you.

And it's probably going to sting a bit.

Most founder stories I read have the same problem.

You write stuff like:

"My mentor gave me advice that changed everything."

"My first client was skeptical at first."

"My co-founder and I had different visions."

And I finish reading and... I can't picture anyone.

Not a single person.

You know what I mean?

You say "my mentor" and I'm like... okay, who?

Sometimes I picture a gray-haired guy in a suit.

Sometimes a young tech founder.

Sometimes just... nobody.

Because "my mentor" isn't a person.

It's a placeholder.

And placeholders are forgettable.

You see:

I did this for YEARS.

Would tell stories and wonder why nobody remembered them.

Had all these incredible moments with real people who shaped my life.

But I'd write "my mentor" or "my client" and expect readers to care.

They didn't.

Because they couldn't see anyone.

Then about two weeks ago, I'm watching this storytelling masterclass.

And the coach stops someone mid-story.

Says: "Who's your teacher? Give me details."

The person says "Master Ting."

Coach goes: "Okay, describe him."

And what comes next... I'll never forget.

Either way...

Let me show you the difference between a placeholder and a person.

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Generic version:

"My teacher taught martial arts in China."

Cool. I picture... Bruce Lee? Jackie Chan? A stock photo?

I don't know.

Specific version:

"Master Ting. 67 years old. Short—maybe 5'4" on a good day. Semi-retired Shaolin master who'd clearly let himself go a bit. Smoked like a chimney. Drank more than he probably should. And if you asked too many questions during training? He'd wave you off and mutter in Mandarin: '就做这个技术' (Just do the technique)."

Now I can SEE him.

I can hear him muttering.

I can picture this old guy who doesn't give a shit about your questions.

That's specificity.

And it's the difference between stories people remember and stories that vanish 30 seconds after reading.

(Which kind of sucks when you're trying to build a business through content lol)

So here's what I've learned:

Every person in your story needs five things.

Not four. Not six.

Five.

1. A name

Even if you change it for privacy.

Not "my client" → "April"

2. Age or description

"34" or "mid-30s" or "looked about 50 but was probably younger"

3. One physical detail

Something I can picture.

"Taps her pen when she's thinking"

"Always wore the same black turtleneck"

"Had this nervous laugh that came out when she disagreed"

4. One personality quirk

How they ACT.

"Checked her phone every 3 minutes during meetings"

"Leaned back and crossed his arms whenever you pitched something"

5. One phrase they always say

This is HUGE.

"Here's my concern..." (April starts every objection this way)

"Let me be straight with you..." (Lee always opened tough conversations like this)

When you give me that phrase, I can HEAR them talking.

Example:

Not "my client" →

"April, 34, B2B SaaS founder who taps her pen when she's thinking and starts every single objection with 'Here's my concern...'"

Now April is real.

Now when you tell me about your discovery call with her, I'm there.

Same thing with places.

Don't say "a coffee shop."

Say "The Starbucks on 5th and Market with the broken AC that sounds like a jet engine."

Now I'm in that specific Starbucks.

I can hear the AC.

I can feel how cold it is.

Not "we met at his office" →

"His corner office on the 14th floor that smelled like burnt coffee and had a whiteboard covered in crossed-out product names from three failed pivots."

You see the difference?

The first one is generic.

The second one? I'm standing in that office with you.

And moments too.

This one's simple but most people mess it up.

Not "last week" → "Tuesday at 3:47pm"

Not "a meeting" → "A Zoom call that was supposed to be 15 minutes but went 40"

Not "recently" → "Thursday morning, three minutes into what should've been a quick check-in"

The more specific the time, the more real it feels.

I don't know why this works.

But it does.

(Probably something about our brains and specificity but I'm not a neuroscientist lol)

Here's the thing:

When you write "my mentor" throughout your entire story, readers see nothing.

Just a blur where a person should be.

But when you give me this:

"Lee. 52. Former VP at Salesforce who'd been through three acquisitions. Always wore the same black turtleneck even in summer. Drank coffee at 4pm like it was 8am. And started every piece of advice with 'Here's what you need to understand...'"

Now Lee exists.

Now I can see him sitting across from you.

Now when he gives you advice in your story, I'm leaning in to hear what he says.

That's what specificity does.

It turns labels into people.

And people are what readers remember.

Not concepts. Not placeholders.

People.

Your turn:

Take your story from last week.

Pick the ONE most important character in it.

Could be a client. A mentor. A co-founder. Your spouse. Anyone.

Now reply with a specific description:

• Name (real or changed, doesn't matter)

• Age

• One physical detail

• One personality quirk

• One phrase they always say

That's it.

Just those five things.

Tomorrow, I'm teaching you something even more powerful.

The difference between reporting your story and RELIVING it.

This is the emotional secret that separates good storytellers from the ones you can't forget.

(And honestly, this one changed everything for me)

Till tomorrow...

Stephen

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