Story makes meaning.
Your business exists to deliver value to your customer. What you sell, how you operate, which position you take, and how well you market are pieces of the whole. But your buyer is never just buying your product or service. They’re buying evidence of meaning to support the stories they’re living. Your business is as valuable as the contribution your story makes to their story.
Story Makes Margin.
More inbound opportunities
Increased audience receptivity to marketing
More efficient sales cycles
Lower customer acquisition costs
Higher average contract value
Greater customer retention
Better product roadmap
Improved corporate agility
Superior/less expensive talent acquisition/retention
Stronger channel partnerships
Increased leadership voice in the market
Enhanced managerial effectiveness
Story creates barriers to competition.
Your story is not your marketing. Your story is the interweaving of how you show up in the market (both your offering and valuation of your entire business), how you know and understand your customer, the health and alignment of your employees and investors, and the experience you shape and manage with your customers. These are the four key brandlines that make your story work, and successful businesses own their stories so effectively that they pull away from competitors while building barriers to competition altogether.
Your business will either build to a happy conclusion – or it will bleed a lagging path.
The difference is the quality of the story you choose to live.
We now live in the story economy
This is the remedy to parity, to cynicism, to a mindset of human commodity. Today is the best time in history to be in business, and the wins are going to the people who create meaning, who work in a direction, and who live stories.
The Old World: People as Widgets
Transactional connection with customers, employees, and partners
Sell products and services
Commodity mindset regarding job descriptions, tasks, and success metrics
Manipulated Loyalty by USE of leverage
Work versus life
Boss as taskmaster
IQ was everything
Corporate market value was a simple spreadsheet consideration
The New World: People in a Shared Story
Purpose-based value alignment with customers, employees, and partners
Deliver valuable results and experiences
Value mindset based on contributions, sustainability, and mission
Earned loyalty by demonstrating meaning
Life brought to work
Boss as servant, protector, and resource provider
IQ+EQ+MQ (meaning quotient)
Corporate market value looks at a far more holistic, far more predictable picture