“A company without a story is a company without a strategy”. **
Having a clear and distinctive story is critical in building your company’s brand.
However, there’s a difference between broadcasting your story–storytelling–and living your story, or storydoing.
Understanding the difference between the two and making that shift toward the latter is fundamental to building your business.***
From Storytelling to Storydoing
So, how do you effectively get the story of your brand and your service into the world?
Shift to storydoing.
It’s telling people what you do and then doing it. People talk about a service that is remarkable… a service that is worth remarking about.
90 percent of people trust a friend’s recommendation.
People are more influential than ever.
Those recommendations are based on great experiences.
The old adage continues to ring true: Actions speak louder than words.
What Makes a Great Storydoing Company
Storydoers are structured differently. They all put their story at the center of their Company and build it into their services and products.
They know what they are for and what they are against.
Great story-doing companies are on a quest. They define an ambition, beyond making money, that comes through in everything they do. Being the biggest or the most financially successful is not a quest. There has to be a fundamental generosity for a quest to inspire. It has to be something that inspires people to join and evangelize.
Zappos is on a quest to create an amazing customer experience regardless of cost. It makes that real in its culture, even offering money to customer service employees to leave after a couple of months if they don’t love their jobs.
The enemy is bad service … which brings us to the final story-doing attribute:
Great Storydoing Companies have a defined enemy.
JetBlue was created to fight against the bland and brutalist experience on the major national air carriers. Its stated quest was to “bring humanity back to airlines.” It didn’t do that through slogans asking you to “fly the friendly skies,” but rather expressed it through experience: one class of service. Leather seats for everyone. Satellite TV for everyone. Unlimited (and free) snacks for everyone.
In the networked world, shifting from storytelling to storydoing will make your business not only more efficient and effective but also fundamentally more rewarding–for your customers, your staff and your community… and for you.
(*edited Inc magazine article by Rosemarie Ryan)
(**Marc Andreessen, co-founder Netscape)
(***According to Brand Asset Valuator, overall scores of brand quality, brand loyalty, and brand trust are in decline, down 24 percent, 31 percent, and 50 percent, respectively. Perceived value is dropping as well.
Ask CEO’s whether their services or products are differentiated from the competition and 80 percent will say yes.
In stark contrast, just 10 percent of customer agree.)
The Bellis Method™
Storytelling and Storydoing