Your Unique Hook

A hook is a musical idea, often a short melody, passage, or phrase, that is used in popular music to make a song appealing and to catch the ear of the listener.

A hook can be either melodic or rhythmic, and often incorporates the main theme for a piece of music.

A hook is that part of the song that you just can't get out of your head. It somehow "sticks" to your thought process, sometimes, even if you like it or not. All great (if not memorable) songs have great hooks. A song may also have sub hooks that are sections, words, phrases of music that will get inside your brain. The song title can typically be a "singable" hook or phrase as well.

To effectively transmit your value and unique capabilities to your tribe, it is important to develop Your Unique Hook.

Your Unique Hook is a fascinating statement that makes an assertive claim about your passion, the solution you create for your tribe. It connects deeply with your tribe at such a high level that activates the hormone neuroscientists call dopamine because they can’t just get it out of their head. It sticks to the thought process of anyone who hears it whether they belong to your tribe or not.

Your Unique Hook orients, engages, and makes your listener interested in hearing more. It should occur at the start of your conversation and is meant to capture the attention of the listener so that he or she is effortlessly willing to learn more. The best hooks are just the first sentence of the conversation—something so gripping that the listener must keep going.

Anyone who has made a remarkable difference in this world used a hook to galvanize a tribe and that hook eventually became one of their favourite quotes.

Famous Hooks in History

‘Spread love everywhere you go. Let no one ever come to you without leaving happier.’

Mother Teresa

‘Forgiveness liberates the soul. It removes fear. That is why it is such a powerful weapon.’

Nelson Mandela

‘I would like to be remembered as a person who wanted to be free... so other people would be also free.’

Rosa Parks

‘I have a dream that someday this nation will live up to its creed that all men are created equal.’

Dr Martin Luther King Jr

‘We're here to put a dent in the universe.’

Steve Jobs

‘I am the way, the truth and the life.’

Jesus Christ

‘In politics, If you want anything said, ask a man. If you want anything done, ask a woman.’

Margaret Thatcher

These hooks have 5 things in common.

A. A basis for the change they seek to see in the world

B. A compelling sound bite to listeners

C. A conviction to self

D. A pitch to recruit a tribe

E. A clear, brief and distinct message everyone can commit to memory


i. How will you convince a stranger that you are credible in your industry in under 30 seconds?

ii. Imagine you are standing in front of a team of global experts, funders and media and you have 30 seconds to answer the question What Do You Do? Based on what you now know, click What Do You Do? to type in your response.