I love stories and never miss a chance to hear or tell a nice one. It is satisfying to see that more and more companies and brands are relying on the art of storytelling to connect with their customers. Whether it is in enterprise or consumer market, stories have a huge impact.
You wouldn’t see lot of data or charts or graphs in my blog. I’m still learning this art and try to experiment with different tools to support the message I’m trying to convey. At one point I was so obsessed with storytelling that when a friend suggested he wanted to start a soft drink business, I said, don’t sell the drink, sell the story. There are 20 bottles of similar drinks in the supermarket, consumers would love to buy one that has a compelling story behind it, that best connects with their emotions. Consumers don’t just need data to show the nutritional benefits, brand promise, etc etc.
Story takes over data, anytime, everytime. Data is debatable, stories are not. Story has happened to someone, it’s not the result of a market research put together by over-paid consultants. This is about you and I, the people.
Everybody is a born storyteller and that’s what we like to listen. From speaking to a child at the end of a school day to brand evangelists, message is best received as a story, not as a spreadsheet. Take any field, there are so many people and their stories that get buried in the open market dominated by big brands and their PR machines, I wish I could reach those unsung heroes and bring those stories to you. It will surely be one of my goals in near future.