When we start walking down the road of telling the story of our business, we should remember to ask ourselves who the story is for. As good as our story might be, if we’re not considering our audience, then it may fall flat when we tell it.
I wasn’t actually thrilled with the story being told on the website of this week’s Story Winner, Movia Robotics. And yet I walked away from my visit to their site caring about their (unstated) mission and wanting to know more.
People tend to get emotionally connected to the names of things. They build stories around them. Which is why if somebody comes along and changes the name, there’s a pretty good chance people will simply ignore it.
I had the distinct pleasure this past year of working with Kelly Stewart of The Positive Business, who enables other businesses to live out a better, more positive story worth telling by asking them the question, “What If You Could?”
For this week’s Story Winner, I bring you yet another food-related business, The Soulfull Project. They sell an assortment of hot cereals, and distinguish themselves by donating a serving to your local food bank for every serving you buy.
What is the underlying motivation for your customers? Is what you’re offering them the thing they truly need? Or is it just something that will get them one step closer to the thing they truly need? And which of those does your story address?
Are you telling your story? Or are you yelling it? If the story of your business is a strong one—if it’s well thought out and told in a compelling way that people can understand and relate to—then you shouldn’t ever need a bullhorn to tell it.
“Eunoia is the shortest word in the English language that contains all five vowels. It means beautiful thinking.” The Eunoia blog brings together creative thoughts (and stories) from outstanding figures in business, marketing, and advertising.
Started in 2005 by a Dutch investigative journalist, this week’s Story Winner, Tony’s Chocolonely has an admirable mission: 100% slave-free chocolate. And not just for themselves, but for all chocolate worldwide.
What we tell people about the “how” of our business matters, and goes a long way toward helping future customers decide whether we’re the kind of company they want to do business with.