Stories and Sales are Stories
The story of the founders, the employees, the company’s history and growth, the individual stories of the customers and why they become customers (or don’t)… how they believe purchasing goods or services from a business will change their stories, their lives.
All these stories make up the brand, the story, of a company. Even when a business fails, there are hundreds of stories associated with the failure: the dreams and disappointment of the founders, the despair and life changes of the employees.
Apple, Steve Jobs and Storytelling will always belong in the same sentence.
Their story is about more than innovative technology; it’s about changing how we interact with the world. Apple’s storytelling, focusing on the user rather than technical specifications, has cultivated a massive loyal tribe, a.k.a. customer base, and a strong brand identity. Their corporate narrative of simplicity, innovation, and human-centred design is a tech benchmark.
Airbnb’s story transformed the hospitality and travel industries.
Positioned as more than a lodging service, it offers unique experiences, unlocking local cultures with local connections. By sharing compelling stories from hosts and travellers, Airbnb created a tribe and a sense of community and adventure.
Nike’s storytelling is about so much more than sports clothes.
Their story is about perseverance, personal triumph, and the spirit of sport. Nike uses powerful storytelling in their marketing campaigns, and their rallying call of ‘Just Do It’ transforms their slogan into millions of stories of individual empowerment and agency.
Warby Parker’s story was born in a college dorm.
Their offer of affordable, fashionable eyewear with a social aspect disrupted the eyewear industry, helped by its narrative of a commitment to donate a pair of glasses for every pair sold. (They are also cool glasses. Thanks, WP in Abbott Kinney, Venice Beach!)
Tesla’s stories are about much more than the manufacture and sale of electric cars.
Tesla’s story is about a pioneering vision for sustainable energy. This story of a clean energy future and disruptive innovation appeals to consumers’ desires to be part of a larger environmental movement.
Storytelling isn’t a marketing tactic for these companies. It is an integral part of their identity and strategy. Their stories shape perceptions, build brands, and create emotional connections – growing huge loyal tribes – the cornerstone of their business success.
Business storytelling is about connecting, engaging, and inspiring. It’s about crafting narratives that resonate, transform perspectives, and lead to action. Storytelling is an art and a science.
Being able to deploy storytelling in your business and career will help you to stand out and succeed.
