9 min read
The opinions of the employees of You are personal.
When I tell you the benefits of Tell storiesThe students of the master’s degrees in Neuromarketing and Customer Experience Management at OBS Business School ask me for examples. You want proof of the success of the best organizations. And although a lot is written about it Tell stories Nowadays it is not easy to find categories of stories traveling the business world.
Over the past few years, using academic and technical writing from the here and there, I’ve made a list of the stories companies tell. It’s simple, but it helps me in both my professional analysis and teaching, and beyond that, anyone can apply it. So I’m going to share it with you in this article.
First, a couple of caveats
In all honesty, I would like to warn you about two things. The first is that I have to be careful about the validity of my statements: I have not found any academic references to corroborate the list as I will present it to you. I am not aware of a single research that shows this list of stories to be the only or the best available to businesses. It’s just a relationship that I considered months ago practitioner based on my readings and experiences.
Second, a few technical nuances. These stories are not mutually exclusive: you can combine them. Indeed the best companies do. In addition, they apply to all types of businesses (of all sizes and industries) and can be delivered through any channel, whether it is oral (commercial presentations or Parking spaces), Text (a service catalog, an instruction manual, a website …) or audiovisual (YouTube videos, social networks, TV advertisements, etc.). Today I will ignore the great Marshall McLuhan and imagine that “the medium has nothing to do with the message”.
The list contains seven types of stories. The order is the lowest, but they are sure to serve you.
1. Case studies
Many companies, such as Vodafone in the UK or Accenture worldwide, use case studies for their B2B and B2C activities. These are documents that have been created with great precision to demonstrate the ability to solve complex problems. Without actually comparing with Business case of business schools, this one Case study They follow a structure in four acts: First, the detail of an initial challenge or challenge. Second, a list of the actions the company has taken to resolve or avoid the problem. Third, a full list of key findings, and fourth, a list of actions that will follow in the future. All of this has been summarized in one document, accompanied where possible by indicators, graphs, statistics and photos.
The best companies use case studies to build credibility and convey a key message that can be expressed as follows: “with this For example, we want to show the world that we can solve complex problems like yours. ” You have certainly had successful projects. You might want to document them to convince your future customers.
2. The account of customers and users
Speaking of customers, all organizations and companies have theirs. And these people also tell stories about their relationship with each brand. They do it every day, sometimes without realizing it, in their conversations with family and friends, or on their social networks, or in their formal communications … all customers talk about the problem this brand solved for them or the difficulty they got caught in. And his story always attracts everyone’s attention because it is believable.
The best organizations tend to listen to their customers in order to learn from them. And with what they have learned, they create stories that highlight what these people value most about the product or what benefits they have received from using it. You must have seen this story when, on a TV or YouTube commercial, a customer was talking about how happy they are to use a product. Be brave: you can ask your customers to tell these stories too.
3. The history of the product or service
It is the most common. All organizations offer products or services. Each of them individually has a unique story. Brands like Coca-Cola, Sony or Tik-Tok explain the history of their most popular products as if they were characters with their own identities.
The secret of these stories is that regardless of their form and the means by which they are transmitted, they always tell us three things: what needs do they meet, what differentiates them from competing products, and how customers and users satisfy them. They use. Surely your organization (or you as an entrepreneur) has a product that you can tell in this way.
4. The story of the employees
Unless you are a freelancer, there are people in your organization. The stories these people tell are important and valuable. Additionally, they are more believable stories to your end customers than what you can tell them through paid advertising. Everyone trusts an employee’s trust more than the CEO claims.
It’s smartest to listen to the stories your reps are telling and use them as background material to either promote your brand or identify points for improving the experience. You do this at General Motors, Oracle, and even the Walt Disney Company.
The wisest thing to do is to hear the stories your employees are telling and use them as background material. / Image: Depositphotos.com
5. The stories of the other stakeholders
According to the theory of StakeholdersOrganizations evolve in an ecosystem of internal agents (including customers, employees and owners) and external agents (suppliers, competitors, the communities in which they operate, governments, media …). These external groups can also tell good or bad stories about an organization. Take the vendors you work with, for example. Can you imagine them saying out there that your company is unprofessional or creates suspicion? Or on the contrary, they said that working with you is the best that can happen to them …
The accounts of the suppliers and Stakeholders While outsiders are rare, they are also very powerful, and the best organizations know how to leverage them. In this link, an example of a dishwasher brand recommending a commercial brand of rinse aid that it has nothing to do with.
6. The history of the founders or key people in the organization
If the word is convincing, the example drags on. The founders of projects are people with motivations who move and inspire many other people. Think for example of Nelson Mandela, Sheryl Sandberg, Greta Thunberg, Elon Musk or Barack Obama. Like it or not, they have created movements, organizations and brands around them. And they all have a story that supports them.
The secret of their narratives is that they depict a conflict, cause, or problem to be fought against. They describe the task required to solve this problem and describe everything they learned in battle. After all, they elevate the legacy they will bequeath to future generations. With these basics, you can create a good story about yourself or the founders of your business.
7. The history of the organization or brand
After all, there is a type of story that applies to both large companies (e.g. Mondelez, Apple, or Unilever) and one of their trademarks (e.g. Oreo, Mac, or Ben Jerry).
Your secret is this: you never tell the whole story, just a selection of episodes. And in each episode they demonstrate their corporate mission, vision and values. The LEGO Group company, for example, is one of the most popular brands in the world. On their official website, they tell their story in a transparent way through a Timeline and a selection of episodes. Where they were successful, they say it. Wherever they failed. And they always explain what they have learned from their mistakes.
This transparency and creativity is in itself an unbeatable way of remaining true to your corporate mission of “inspiring and developing tomorrow’s builders”. If your project is little known, this type of story will surely help you get known.
The best organizations use different types of stories regularly, in combination, and deliberately. The material they are built of is all around them and easily accessible. You don’t have to invent anything. Just ask your customers, employees and suppliers or think about their products, their founders and their brands. You and your project have all of that. With these examples, you no longer have an excuse for not getting “great” or “great” Tell stories.