What is your story?

What is your story?

 

 

I was on a plane to Toronto some years ago ready to enjoy a book and get some of work done.  I was not a big one for chatting to strangers, as in my experience most airplane conversations have not been too interesting.  My experience on this flight was to change that perception forever.

 

The woman sitting next to me was a professional looking woman in her fifties and we exchanged pleasantries which, of course included our work. I soon learned that she had worked as a nurse on a cancer ward, going on to work for a cancer agency, and then began a great conversation. 

 

During our chat, we touched on the subject of euthanasia and she told me something amazing.  She said that when a cancer patient was near death, but the body was still clinging to life, occasionally the doctor would request a massage for the patient.  You see, an aggressive massage by two nurses would create enough stimulation that within an hour or so the patient would pass away.

 

What a story! I have remembered that story and that woman ever since. If she had not told me that story she would have passed in my memory.

 

What I also have learned over the years is that everyone and every organization have a story. I have a friend named Ross who is a quiet unassuming accountant. Some people might dismiss Ross, assuming he lives the life of a boring bean counter.  But Ross has a story - many actually. He is a true adventurer who has scaled ice cliffs in Antarctica and competed in the Paris-Brest-Paris cycling challenge an arduous 1200 km ride! And that is just the beginning of his amazing adventures!

 

Stories are a powerful method to connect with others. Many businesses use their web page to tell the history of their company but most just tell the cold facts. Facts are boring and easily forgotten but stories are remembered and, if well crafted, easily retold. 

 

From a sales perspective stories are positive and memorable and very difficult to sell against. I have made sales presentations where buyers have recounted my competitor's story, and there is little that I can say in response. Great stories become industry legends and go a long way to boosting a company or individual's profile and reputation.

 

Everyone has heard the story of how Post-It notes were invented.  The researcher was trying to make a permanent adhesive but failed and Post-it notes were born. That's memorable.

 

Stories are a hugely efficient way of constructing meaning, creating relationships and defining purpose. It is no coincidence that jokes, parables and fairy-tales tend to have the same deep structures and that these structures have a perennial power to fascinate. To get your ‘story’ across, there is no better way than by telling a story.

 

Any organization will be full of stories – some official, some unofficial, some positive and some negative. A company’s annual report is an attempt to tell the story of its financial year in a transparent and accountable manner. Its press releases, Intranet and notice boards and many other forms of communication all contribute to the corporate story. But the most important feature of a corporate story is that it is likely to be remembered – even long after the key names, facts and figures have been forgotten. The stories of an organization’s past successes and failures can continue for decades to shape its future.

 

What types of corporate stories exist? There are a number of broad categories of story, which are of special significance in a corporate context. These include:

 

Myths of origin – The stories about how an organization came into being, its founding fathers, its principles, its first struggles and triumphs. Many of the values of an organization will be derived – consciously or unconsciously – from these myths of origin.

 

Corporate prophecies – The predictions made about an organization’s future, which often reference stories from the past or stories about other organizations. 

 

War stories – The stories told about the heroes of an organization, past and present. These characteristically feature individuals confronting a dilemma. How they resolve that dilemma provides a pattern for the rest of the organization. War stories are frequently referenced during times of crisis to help people establish priorities and make decisions. They are also often used when inducting new recruits.

 

Amazing characters and events - The stories that tell of powerful or interesting individuals.  Stories of events, which highlight the staying power of the organizations through difficult times.

  

What was the dream the founder had? Who did he enlist to help the dream come true? How did he recruit the others? What did they do? What did they sacrifice to get where they ended up? What did they discover? What surprised them? What caused them to stumble, and what inspired them to try again? Were there any humorous or ironic moments? Did something serendipitous or unusual happen? Who else had tried something similar, and failed? Why did they fail? Why did the founders think they would succeed? Why is the company's product so important to customers? Which customers have had success with the product, and what are their interesting stories?

 

Memorable brands don't just happen. Someone does something to make them memorable. Someone gives the story life, and human interest.

  

The best stories contain little vignettes that give life to the facts, and paint a picture of human dedication, creativity, resourcefulness, bravery, and compassion.

 

Write your stories down and share them with your team. As a sales person, I have always looked for the stories that could help make my product more memorable. Stories are a powerful tool.

 

Breathe life into your story. The more life you give your story, the more your story will spread.

 

 

Think about it!