Human beings are irrational creatures. Countless studies show that we make purchase decisions based largely on emotion. How something makes us feel can hold a tremendous sway on our wallets. Storytelling is a timeless, powerful tool that many deep-pocketed corporations use to draw emotional responses and purchases from consumers. However, with power comes responsibility. I am here to share this age-old power with you visionary do-gooders and trail blazers in our midst, doing my part to amplify your impact towards making your corner of the world a little shinier. With integrity and transparency (and a little thing called the Internet) we can make waves of mythic proportions.
Storytelling for business is most powerful when the story is congruent with who you are and the reasons you started your business in the first place. These often untold narratives are folded into the very soul of your brand (yes, your brand has a soul), and are sung at a certain pitch that, as the visionary and architect of your project, you are most attuned to hear. If you learn how to listen for it, your brand will reveal the wild adventure it has in store for you and the people it serves. Some call it dharma, purpose, your calling, life’s work, or just plain “biz-ness”. Just as the accomplished novelist might instruct the aspiring writer to get out of his own way and let the story speak through him, I’m here to encourage all you entrepreneurs, dreamers and creatives to allow the bigger story of your business to speak through you.
If your brand was played by a character in a book, which character would it be? What story would it tell? What great adventure is waiting for you?