Story telling is a
great means of connecting with people, and everyone has a story so do
businesses. In narrating the businesses’ story you either narrate a personal
story or a higher purpose narrative. Personal story is about the life changing
moments that inspired the business to be a reality, while the higher purpose
narrative centers on the overall goal your business wants to achieve.
great means of connecting with people, and everyone has a story so do
businesses. In narrating the businesses’ story you either narrate a personal
story or a higher purpose narrative. Personal story is about the life changing
moments that inspired the business to be a reality, while the higher purpose
narrative centers on the overall goal your business wants to achieve.
Using
fictional examples to describe business storytelling, imagine a nursing mother
who works at a consultancy firm and living in a big city where she experiences
difficulty maintaining a work life balance. She then discovers that a business
opportunity exist in establishing a day care Centre, she pursues her dream. She
narrates this story in her mission statement as follows “Discovering the need to establish a Centre to cater for our children in
this city, we will always strive to seek for better ways to look after our
children”. The above messaging will create emotional attachment to the
business because it’s relating to various experiences by mothers in the city.
fictional examples to describe business storytelling, imagine a nursing mother
who works at a consultancy firm and living in a big city where she experiences
difficulty maintaining a work life balance. She then discovers that a business
opportunity exist in establishing a day care Centre, she pursues her dream. She
narrates this story in her mission statement as follows “Discovering the need to establish a Centre to cater for our children in
this city, we will always strive to seek for better ways to look after our
children”. The above messaging will create emotional attachment to the
business because it’s relating to various experiences by mothers in the city.
A fictional example
of the higher purpose story telling approach is a candy company that aims to
fight malnutrition, it partners with community to create a movement through
crowd funding to feed malnourished children. It also creates a wall of fame to
recognize the biggest donor, this motivates people to participate more. The
candy company has a bigger purpose and it translates it into a narrative to
fight malnutrition by creating social movement for the betterment of the
society.
of the higher purpose story telling approach is a candy company that aims to
fight malnutrition, it partners with community to create a movement through
crowd funding to feed malnourished children. It also creates a wall of fame to
recognize the biggest donor, this motivates people to participate more. The
candy company has a bigger purpose and it translates it into a narrative to
fight malnutrition by creating social movement for the betterment of the
society.
When you decide to
create a business, decide on what inspires you, then create content that is
original, engaging and unique to your product not on trends or buzzwords. Stories
take you on a journey and deliver your overall purpose.
create a business, decide on what inspires you, then create content that is
original, engaging and unique to your product not on trends or buzzwords. Stories
take you on a journey and deliver your overall purpose.
By
Ahmad Mustapha
Ahmad Mustapha
