Narrative's 10x Effect
It’s not enough any more to say “we make widgets.” With changes happening so quickly from so many directions—competition, regulation, technology, talent, customer behavior—it’s easy for one’s story to become generic or outdated.
You want a story that inspires employees, excites partners, attracts customers and engages influencers. A story that is concise but comprehensive. Specific but with room to grow. One that defines the company’s vision, communicates the strategy and embodies the culture.
The natural step is to give the assignment to an agency. Most branding firms will come back with a tagline and positioning statement; most advertising agencies with creative treatments and marketing campaigns; and most PR firms with messaging and communication plans. These are useful tactics, but not the kind of story you are looking for.
A Strategic Narrative is a special kind of story. It says who you are as a company: where you’ve been, where you are and where you are going; how you believe value is created; and what you value in relationships. It explains why you exist and what makes you unique.
This doesn’t come out of the usual competitive landscape, customer interviews and whiteboard sessions. It takes a different approach and a shift in thinking led by the leadership team.