BrandLines
BrandLines
We Help CEOs Tell Better Stories
 
 

There are rules to writing a company’s success story. 

 
 
 

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

  • Smarter Acquisitions

  • Superior exits

 
 
 
 

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

  • Top-down orientation

  • 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

  • Network orientation

  • IQ+EQ+MQ (meaning quotient)

  • Corporate market value looks at a far more holistic, far more predictable picture