Business Story, Are You Telling It?
What is your business story? Are you being clear, or vague about what you do and what you offer? Is your story worth sharing?
Gaining customers is part of every business. It doesn’t matter if it is a for-profit or a non-profit, people engaging with your work mean that you have something of value. A traditional business grows through revenue, a non-profit might grow or succeed when more people are interested to support the cause.
Services, products, and even ideas can become a movement.
Home repair services needed, see you next month.
The latest iPhone or related product, get in-line, or better yet pre-order.
It is true about any place where lines form and people wait. It might also be true about political movements, causes, and as the pandemic eases, true about rock concerts or outdoor sporting events.
All of these things start with a story. Stories bring in new customers, they also refresh and in best cases, energize existing customers.
What is your business story?
Is it working?
Business Story
Have you asked yourself, “Who is the customer?” And a secondary question, “What does the customer want?”
Any business or organization needs to develop a base. A base of followers, leaders, and those who are eager to share.
It is commonplace to suggest the customer is anyone who buys your product or service. It may be anyone who donates, volunteers, or shares your message.
A definition that is too broad means the story won’t resonate.
A Ferrari, a Lamborghini, or an Aston Martin car may not be for you. It may also be true for the Chevrolet Spark, or a Mitsubishi Mirage.
Louis Vuitton shoes aren’t for everyone.
Yet all of these offerings have their space.
Not every business or non-profit succeeds because they are all things to all people. The most successful are the right things, to the right people, at exactly the right time.
A small but viable audience can be much more powerful than shouting your brand name without a microphone at a sold-out rock concert.
Pokémon, doesn’t matter much to many adults. Likely, only adults with kids or grandkids, and perhaps for Santa Claus.
Tell your story to the audience that matters. Size might be a factor for your success, yet it often starts by appropriately serving the smallest viable audience.
Your story repeated by one customer may create two or three new customers.
People engage with stories.
Have a good story.
-DEG
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.
