Commentary by Dr. Whitesel. Researchers have found that if you attach a storyline to a vision statement, then the vision is three times more likely to come about. Take a look at this example. Would you promote Version 1 or Version 2 on a website?
“Does your brand have a great story behind it? If so, tell it,” by Steve Strauss, USA Today, 11/3/22.
… Version 1: Jeff had an enviable, cushy Wall Street job that he probably would have stayed at for years had not fate intervened.
One day, Jeff’s boss gave him the assignment of analyzing a new industry. Jeff was amazed by what he learned, namely, that it was growing at an unbelievable 2,300% per year. He had to be part of it. Jeff quit his job and he and his wife packed up the car. While she drove West, Jeff pounded out a business plan to sell goods – first books and later everything – over the newfangled internet.
Compare that to this stoic version of the same facts.
Version 2: Amazon.com is an e-commerce company founded by Jeff Bezos in 1994 and based in Seattle, Washington.
I am illustrating these two versions of the same facts about the same businesses because far too many entrepreneurs think of their venture’s story as the latter, i.e., practical facts and dry data, when they should be sharing the former, namely a compelling story, interestingly told.
Read more at … https://www.usatoday.com/story/tech/2022/11/03/brand-storytelling-narrative-behind-your-business/8238969001/