Greetings from Saratoga Springs, New York where last week, the first snowman and snow angels of the winter season were built. (It’s a melted mess now) I hope you enjoyed the Thanksgiving holiday with your family and friends, shared a few laughs on past memories and hopefully created some new treasured moments.
Speaking of stories, let’s dig in to today’s content
Late last week I was doing some research to expand on some ideas that I have on more effective business storytelling. The idea that I’ve been working on for sometime includes the importance of a business having a sense of purpose beyond just making money.
One book referenced another book and I soon found myself reading the story of a guy by the name of Roy Spence Jr. from The Lone Star State. Roy is chairman and CEO of GSD&M, a world renown advertising agency based in Austin Texas.
After reading five or six pages about Roy and his company, guess what I did ?
… a Google search on Roy Spence You Tube.
Because I wanted to get a better feel for the man behind an idea.
Observation: On-Line video is part of everyday business activity
I realized that checking out people be it authors, thought leaders or other business people, on YouTube has become standard operating procedure for me. It gives me a better feeling for the person- an individuals heart and soul.
What about you ?
Do you vet people or companies on You Tube or other video sites?
On-Line Video like most products and services is commoditized
The facts say close to 90 % of all US. Internet Users ( 189 million people) watched close to 20 hours of video during October 2013 ! As a video producer, yes I am biased, but the raw numbers suggest that if as a business you are not using on-line video as a tool, you are at a competitive disadvantage. (comScore)
Your Video Content Must Resonate
The important point on the above facts is that on-line videos are a dime a dozen as they say. If you have a video posted on your home page, you have a chance of being one of the close to one of 50 billion videos watched monthly by Americans.
This is the age of the democratization of publishing. Everyones a publisher. Everyone is a video producer.
Only the great stuff that is relevant and meaningful has a chance to influence behavior and inspire change.
There’s more content out there than ever competing for our attention and time.
THE MOST IMPORTANT STORY TO TELL
Let’s get back to Mr. Spence. The Title of his book penned a few years back will give you a clue on the most important story you should be telling in all your communications.
Let’s face it, what your business does (services) or produces (products) is most likely commoditized. It is likely unless your lucky that there is another market competitor that can offer the same goods or services at equal quality , price, features, and level of service.
Just in the news yesterday on a black friday report. “What used to be a 25% discount is now a 50% discount.
How then do you differentiate in a world of sameness ?
The Answer lies in Storytelling for sure.
The Answer can be found in the type of story that is not told enough by businesses and organizations.
That Story is your BECAUSE STORY.
Your WHY STORY.
Why does your business exist beyond just making money.?
What are your Values and Beliefs ?
What is the PURPOSE of the business in terms of the difference you are trying to make in The Marketplace…The World ?
What Roy Spence and many others discovered, was that Extraordinary businesses are usually lead by great leaders who put purpose before profits. The result is always the same… profits just seem to follow. I believe more than ever that you can not influence people or inspire them, by defining business success through financial terms. I’ll have more to say on this subject in future post.
For now I have one question.
Why does your business exist ?
Find that answer. Get It ! Believe It ! and Live It !
Make sure your storytelling is centered around It !
Rock Your Customers