So, what’s your story?
Come on. Who doesn’t love a great story? But what does creating a great ‘story’ have to do with your company?
If what your business is doing really matters, why not take the time to tell a story (versus an array of bullet points and facts)?
Your story shouldn’t just come from the surface. You’ll need to search deep inside yourself and your company for a story that resonates. Find something every employee in your company can sink their teeth into. Even I — a so-called “marketer” — can be drawn in by the power of a captivating story.
While getting ready for a dinner party on a Saturday night, I suddenly realized that it was impossible to make a Cosmo without Vodka.
On a quick trip to the liquor store, I scanned the vodka rack for something that grabbed my attention. In the middle of a wall full of copycats, I spotted a ‘skull’ that stopped me in my tracks.
Not every day do you find a skull at your local liquor store while looking for a bottle of vodka. Vodka, after all, is not an easy product to market: an odorless and clear liquid that’s really tough to differentiate without a great story (take Grey Goose, for example).
Okay. Step one was successful — the glass skull got my attention. What type of CEO would be crazy enough to allow someone put vodka in a glass blown bottle shaped like a human skull? Who came up with this idea?
Dan Akroyd, that’s who.
There’s no doubt when you read the label that the legend of the 13 “crystal skulls”, found over a period of a hundred years, is something he is passionate about and has believed since he was a kid.
Something about this story resonated with me — it felt like Dan Akroyd and his team really believed in this fable, so it was good enough for me.
At $49.99, the story comes at a premium, but it was worth it.
And, if nothing else, I was sure that the glass skull filled with vodka would create a buzz among friends that evening. I was right, it did. That’s part of the story also.
Maybe it’s time for you to tell a story. If it doesn’t resonate, tell a different one.
When you find a story that works, live that story. Make it true, authentic and subject to scrutiny. It’s time for your company’s story to start making a buzz of its own.
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Love the look of Crystal Head Vodka. Don’t really buy into the story but it’s very interesting. To bad it’s out of the average NLC customers (myself included) price range.
bogwater always stuck with me ! ;o)
[...] This post was mentioned on Twitter by Darrin Feehan, The Idea Factory. The Idea Factory said: You can read more about Crystal Head from our blog archives: http://ifactory.ca/2010/02/25/so-whats-your-story/ [...]