Well-Defined Business Narratives Bring Clarity
No matter the size, all companies are multi-faceted. Wearing many hats, we sometimes struggle to juggle our responsibilities. This constant stress prevents you from seeing how all the different cogs in your business system affect each other.
By first providing a clear vision, we can define reachable milestones to that goal. This enables us to craft linear architectures within our businesses that stack space and time for better effective and efficient management.
In doing this, we’re in a better position to present ourselves to our target audience. When our stories our strikingly clear to our audience, they can follow the plot to your end-goal more easily.
These self-same stories also showcase a continuity in branding. This not only looks slick, it provides evidence of fluidity and consistency in your ideas, team, and future vision.
For investors, this kind of transparency and clarity provides a strong basis to make predictions about the future based on your tangible indicators — this puts you in great stead if you’re seeking funding.
storytelling Harnesses Emotional Connection
While we like to pride ourselves on making logical decisions, the truth is that most of our decision-making processes tend to use the emotional parts of the brain to come to a final judgement.
According to Jonah Lehrer[i] — neuroscientist and author of ‘The Decisive Moment’— our emotional brains (which are based on our instinctual cues taught over thousands of years) can process millions of bits of info a second. In contrast, your logical brain is slightly clumsy, as rationality is linear.
With this in mind, the subjective suddenly becomes strikingly more important in our decision-making processes.
Subjectivity carries the freedom to invent and define your own storyline, moulding your business to the sculpture you want. By working within this subjective thinking, you’re able to bend the boundaries of possibilities to redefine problems as solutions, without limits.
Subjective business narratives enable you to reconsider the oppressive structures of employee minimum wages and medical insurance and reconsider fair share techniques. Subjectivity paves the way to disrupt social norms by deducing the action steps toward tangibly creating your fiction.
Just look at the statistics. The Global Empathy Index[ii] showed that companies with higher corporate empathy were more likely to be profitable and productive. The study included variables such as ‘diversification of workforce’, ‘corporate social responsibility programmes’ and ‘philanthropy’. By telling stories of helping people, companies such as Apple, Tesla, and Disney were redefining themselves within the subjective collective conscious as worthy of people’s money, as valuable, as investable.
By expressing strong corporate narratives, the Top 10 companies are more able to create successful companies with happy employees and loyal customers. Why? Because they’re able to foster connections with these groups, read their needs, and cater to them — all the while feeding the rhetoric into the public eye to manifest their desired ending.
business Stories Create Credibility & Invite Trust
With every Tom, Dick, and Harry claiming to be an entrepreneur, finding brands to trust is difficult. Equally, with such corporate giants dominating nearly every market, trying to edge your way in as a small business owner can be tricky.
At the dawn of #fakenews and keyboard warriors, trust is a rare commodity across our digital world. By crafting a well-defined story, you set yourself on a logical path to success that’s easy to follow for your audience and investors.
Showcasing these stories helps your stakeholders to see the journey you’ve been on, where you are now, and where you’re going. This kind of transparency helps to induce credibility.
Like any good tale, we invite the audience to trust you by outlining your history, painting your vision of the future, and taking them along on your quest to get there. By combining rational steps with an emotional backdrop, you create authenticity in which customers can trust, milestones that customers can touch, and dreams of which your audience can be a part.
simple narratives Make You Memorable
There is a reason that prophets and parents use fables and children’s stories as the medium for lessons and warnings. Stories are easy to remember as they follow a pattern we understand — beginning, middle, end.
When we’re kids, our parents tell us stories and our brains learn to use this pattern as a way to code a memory into our brains in a recognisable fashion. As we mature, we learn to recall this memory using that same pattern.
While the events in the memories we code and recall may not necessarily happen in the order we remember them in (often sequences of events overlap rather than being linear), we use this pattern as way to program memories nonetheless.
As we share experience from mother to daughter, from teacher to pupil, we use story as a way to convey lessons to our audience. We tell the story of your company at the beginning, the effect of using your product and service, and the end result of that.
Simple stories with a strong moral fibre are easy to code and recall, often living on for generations (just ask Aesop!). For customers, this storyline is easy to follow along, as well as pass on. This allows marketing to exponentially snowball through recommendations, reviews, and shares.
As you see an increase in your customer base, loyalty will strengthen as you keep your end of the deal. By following through with the transparent storyline you pose to your community, you gain loyal followers and clients, strengthening your reputation and expanding your ‘bread and butter’.
In short, by telling a good tale, people can follow along and enjoy the ride. Not only that, they can tell that story to their neighbour, and introduce a wider audience to the adventure on which you’re embarking.
defined narratives Ensure Accountability and Reliability
Investors aren’t looking for fairytales. Customers don’t want to be strung along. We want to know who is doing what where and why they’re doing this. We want to know what is going to be achieved and how, on what time-frame and with what.
When we throw down goals and objectives in the form of whitepapers and pretty-pink promises, we create the Future Proof that we will deliver a better future through our business model. We now hold ourselves accountable to that Bigger Picture vision as well as the tangible objectives we set for ourselves and our stakeholders.
In defining distinct, measurable milestones within our storylines, we position our businesses to achieve tangible and provable goals. While our whitepapers wave the banner of future success, the proof is in the pudding.
As we begin to advance along the specially-crafted storyline, our businesses gain tactile contact with these targets, crossing off each objective as they become achievements. This conversion from goal to triumph establishes your company as a reliable entity — both for investors and clients.
Through the construction of a realistic, clear vision and a well-orchestrated series of achievable milestones, the corporate narratives that we weave for our businesses help us to be accountable to our targets, while affirming reliability in your company’s service.
The Future is Brighter with Stories
When we look to shift the prevailing paradigms of our destructive culture, we consider the multi-faceted constructs in which we exist. In doing this we can highlight behaviours and norms that are not conducive to achieving a successful regenerative future vision, while anticipating the response from the collective consciousness and commons.
In plain speak, engineering reliable and achievable stories, we can anticipate audience reactions to our own solutions. Equally, we can lay pathways that lead our audience to changing their behaviours to benefit our businesses while simultaneously creating a brighter future.