Tag Archives: story

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Elements of a Good Corporate Story

My Family tree has it’s roots somewhere back in Scotland, or so we’ve come to believe. The Scottish clans, way back in the day, were not only identified by their tartans, those color full patterns seen on their kilts, but also by there clan motto.

The Fletcher clan, at least the branch to which I belong , has as it’s motto: Alta Pete which is translated as “Aim at High Things.”

Good words for folks who made arrows for a living. But a little lean in terms of a story.

Corporate mission statements and marketing tag lines are similar to clan mottoes. They look good on a letterhead but they can fall a little short in terms of really identifying, and differentiating, a company.

In my last post I looked at some reasons why it is important for any corporate entity, and by corporate I mean any group, too understand and articulate its story. Today I want to suggest three of elements that make up a good corporate story.

Southwest Airlines is a model company having maintained profitability and growth consistently for more than 30 years. Their mission statement, boiled down to it’s simplest form is “We’re the low cost carrier.” But, go a step further and look at how they expand that statement into a kind of story:

“If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline”

Not THAT starts to have meat on the bones.

Michael Hyatt, who is the chairman of Thomas Nelson Publishers…and all round good guy, was kind enough to send me a link to a piece of the Thomas Nelson story.  If you read the article you’ll find mention a kind of vision statement originally articulated by their founder:

“honor God and serve people.”

Go a little further back though and you’ll find a sentence that, in a very short story, puts meat on those bones as well:

Unlike other publishers who catered to the wealthy, Thomas Nelson had a vision to make the world’s greatest books affordable to “common folk.”

These two example, and there are hundreds more, provide some insight into the make up of a solid corporate story.

1. It needs to tap into why you exist. 
This sounds simple enough really but too often the story starts off muddy. For example a company that claims they are the “leading provider of enterprise software” isn’t really telling a story so much a providing a descriptor. Words like “leading” and “enterprise” and fine but they lack personality.

Thomas Nelson’s version of the same type of statement might have been something like: “We’re the people who make the classics available to the common folks”. There already seems to be a story in the making there.

2. It needs to have a customer focused element.
Both the Nelson example and the Southwest example are clearly pointed in the direction of their customers. It is this customer element that makes the corporate story start to tick as a differentiator.  This is where you are able to begin setting customer expectations.

What would you have expected from Thomas Nelson? Affordable classic literature. What would you expect from Southwest Airlines? Affordable FUN travel.

(Point to note here, your story doesn’t ALWAYS have to include “affordable” Apple has a great story but “affordable” isn’t a part of it!)

3. It must be something that influences decisions
Southwest can always bump new ideas against the question: How does this make us the low cost carrier? Thomas Nelson can run new ideas up against: How does this honor God or serve people?

Your corporate story, the story of your committee, company, church, or clan helps set you apart. It helps defines you. It helps people understand what to expect from you. It helps guide decisions and influences direction.

Stories help us interpret the world around us and your corporate story helps you create the space in which you fit rather than allowing others to fit you into the place they want you to be.

Think about your team at work. Your running group. Your family. What is the story that defines your purpose, focuses externally, and helps guide decisions?

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What is Your Corporate Story?

Image courtesy of ButterflyPromQueen at DeviantArt.comI’ve been doing a LOT of work lately on the “how-to’s” of creating better customer experiences. Well, I really shouldn’t say “lately” as it has been a part of my work for more than a decade.

What has struck me afresh though is the notion of context. Customers have experiences in a context of some sort and that context typically is derived from expectations which are majorly influenced by story. Your story.

Which got me thinking…

The idea of a “corporate story” applies to ANY group. It applies to the company from which you receive a paycheck. It applies to the group within that company where you do your daily labor. It applies to churches. It applies to teams. It even applies to families!

Far too often though we allow those stories to be created by circumstances.

  • “Oh you guys are that company that acquired so and so.”
  • “Oh yeah, that’s that church that does the big Easter drama.”
  • “Your group is the one that did the cool power point at last years annual meeting.”
  • “You guys live over by the school right? Friends with the Jones?”

Let me suggest a couple of reasons why you ought to be intentional about creating your corporate story:

  • If you let others create your story you allow them to define you.
  • Because the world LOVES story, if you don’t have one, one WILL be created for you.
  • Circumstances will often act as an introduction to your story. It is up to you to be sure there are chapters to follow.
  • Creating your story helps you define your place in your industry, your company or your community and serves as a filter for circumstance.

By way of experiment let me suggest four NFL teams. What is the first thing that comes to mind when you see each name:

  • Denver Broncos
  • New York Giants
  • Oakland Raiders
  • Dallas Cowboys

Now, unless you’re a fan of one of those teams or a storied NFL aficionado  you probably thought something like:

“Broncos: John Elway, the team that got Manning, the team that traded Tebow” Circustances
“Giants: Won the Super Bowl, Manning’s brother” Circumstances
“Raiders: Man I hate those guys, bad boys of the NFL, use to be good, now just thugs” and THAT is a carefully crafted story. A mythos that Al Davis built around his team for years.
“Cowboys: America’s team, Romo, Super Bowl, Big BIG screen” Circumstances in there for sure but this is another “storied franchise” we think of them as perennial winners.

Let me ask you this. Who was more recently in a Super Bowl, the Cowboys or the Raiders? Funny, we tend to think of the Cowboys, America’s team (and I am NOT a Cowboy’s fan) as being the one who had to be there more recently right? Nope, the Raiders played in the big game in 2003. The last time the Cowboys were there was 1996.  But their stories tend to make us believe otherwise!!

There is an interesting philosophical exercise that is right in the ballpark of what we’re talking about. The prof asks the student: “Who are you?” The student answers, “Curtis Fletcher”.  The prof replies, “No, that is your name. Who are you?”  The student tries again, “I’m the guy sitting in this seat”. The prof replies, “No, that is your location. Who are you?” Fletch takes another go, “The guy getting frustrated by these questions who’d really rather be outside drinking a beer?” The prof, “Nope. That is your current circumstance. Who are you?”

The exercise typically creates frustration for the students. If you’ve ever seen it done you understand that the frustration comes because the students answer with descriptors and circumstances rather than story.

Later this week I’m going to talk about the elements that make up a good corporate story but for now let me ask you this:

If you were allowed a max of two paragraphs how would you tell YOUR story? The story of your company, your team, your church, your family?

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Leadership styles in Lord of the Rings

ring photo courtesy of pirateninjagabs @deviantart.comI confess I am a huge fan of the writings of J.R.R. Tolkien particularly the Lord of the Rings. I have read the trilogy multiple times and thoroughly enjoyed the films. While you may not remember all the characters listed below you’ll probably recognize a leadership description that fits your style:

Elrond– Elf Lord, bearer of one of the three elven rings.

  1. Leads from a base of wisdom: “counted chief among the wise”
  2. Leads from a safe haven: Rivendell, “the last homely house”
  3. Leads as a counselor, not as a participant.
  4. Leads out of enough experience to have become somewhat jaded.
  5. Provides a sense of big picture direction

Galadriel– Elf Lord, also a bearer of one of the three

  1. Leads out of a safe haven: “Lorien, a place where time seems to have stood still”
  2. Leads rooted in an ancient traditional past.
  3. Leads as a counselor not as a participant.
  4. Leads out of specific commitments rather than overall purpose
  5. Provides potential operational direction: “The mirror of Glaldriel”

Theoden– King of Rohan, the horse lords

  1. Leads from a deep association with his people.
  2. Leads out of militant participation.
  3. Leads with compassion.
  4. Leads with a sense of his historical place within his organization.
  5. Is the prime example of redeemed leadership.

Denethor– Steward of Gondor

  1. Leads out of a fortress mentality
  2. Leads out of ancient traditions
  3. Leads out of militant participation
  4. Leads out of an ego that forgets limitations and boundaries
  5. Succumbs to temptation and evil in the end

Boromir– Eldest son of Denethor

  1. Leads with a sense of his own strength.
  2. Leads as a militant participant.
  3. Leads with fervent passion.
  4. Leads by putting the world on his shoulders.
  5. Succumbs to ego and temptation.

Faramir– Youngest son of Denethor

  1. Leads out of a sense of duty.
  2. Leads out of a love that inspires.
  3. Leads as a militant participant.
  4. Leads with a sense of nobility.
  5. Leads out of a humility that is almost his undoing.

Treebeard– An Ent (talking trees)

  1. Leads out of long tradition.
  2. Leads out of deliberate thought not sudden emotion.
  3. Leads out of a commitment to purpose and his people.
  4. Leads as a militant participant.
  5. Is the prime example of a long dormant leader rising to meet a new need.

Frodo– A hobbit, ring bearer

  1. Leads out of reluctance.
  2. Leads out of a sense of purpose.
  3. Leads out of compassion.
  4. Leads for a project, not a period or a program.
  5. Retires from leadership after having accomplished his “task”.

Sam– A hobbit, Frodo’s “man Friday”

  1. Leads out of devotion.
  2. Leads out of humility.
  3. Leads only reluctantly.
  4. Leads without knowing it.
  5. Easily moves back and forth from servant to leader.

Merry and Pippin– Hobbits, cousins of Frodo

  1. Lead out of a desire for something better.
  2. Lead as militant participants.
  3. Lead out of organizational and inspirational strength.
  4. Lead through crisis and on into stability.
  5. Are the classic examples of leaders being “grown up”.

Gandalf– A Wizard

  1. Leads out of wisdom.
  2. Leads as a steward.
  3. Leads with a fervent passion.
  4. Leads as a militant participant.
  5. Occasionally allows his passions to overrule his compassion..

Aragorn– King in exile

  1. Leads out of patience and longsuffering.
  2. Leads with an acute knowledge of the mistakes of his predecessors.
  3. Leads with a sense of timing and purpose.
  4. Leads as a decisive participant.
  5. Inspires others to greatness

I love looking at leadership styles using these characters because we’re given a view of them in the context of an epic story. Your life is an epic story, even if you don’t have to battle orcs, nazgul, and evil wizards. So as you read the above descriptions ask yourself the following questions:

Did you find one that matches your style?

Try watching the film that features the character you chose (or reading the book). What are that characters strengths, weaknesses, blind spots?

How is that character tempted? How do they respond?

Any parallels in your real life?

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The Prodigal Son in the Key of P

Pining for pretzels, pislner and polkas a pre-pubescent punk pressed his Pa for post-mortem pasetas prior to the padres passing. Prancing and partying with pretentious pals and professional pleasure providers pushed the plebe promptly poorward. Presently he paused…pondering his position passing pods to pigs in a polluted pen panting after the procurement of parallel pottage.

“Pah!,”, he postulated, “Pop’s peasants possess pleasant porridge whilst I pass provisions to pigs in poop.”  Ploddingly pacing ‘pon the paterfamilias the penitent posed, petitioning, “Pa, please pardon past faux pas, poor planning and parting with proceeds.”

Presently the patriarch pulled the peasants to the patio promptly producing precious pajamas and porterhouse.

The prima donnas primigenous pal protested prodigiously, “A proclivity for pernicious proceedings proves no prerogative for portly pampering! Persistent probity plus parsimony provide prescription for periodic pleasantries!”

“Pish-posh!” plied the progenitor, “progenies passing the planet propagates pain but prolonged potency proves positively pleasing!”

Something a little different today. Sometimes looking at an old story (or marketing message?) in a new way results in stretched creativity.

What stories do you know, or tell, that could use a fresh perspective?

 

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Commercial Perfection

Have you seen the new Perrier commercial?

This is really brilliant stuff, especially when held up next to much of what is being aired these days. If you’ve seen it in context, meaning on TV, it really stands out from the commercials on either side of it. Why? you may ask, what makes it so appealing? Let me suggest three simple elements:

1) It Understands the Medium:

Television is a visual medium. The visuals of all the melting landscape and props are artistic candy. Watch the actors as they interact with their melting surroundings…great stuff. There is a trend in commercials today to be more reliant on audio, the thought being that people are headed to the fridge with their back turned to the tube so we better give them an audio message. This piece is purely visual communication. Walk to the fridge with your back turned and you won’t know what the commercial is about but watch it, and you’re captivated.

2) It Tells a Story:

We’re drawn in early on to the mystery of why stuff is melting. We shown the main character with a look of confusion approaching panic. She moves toward resolution and then the story arc peaks as the bottle falls off the ledge, a moment of high tension. We get it, we know where this is headed because we’ve seen it before but the piece is so artistically done, the story so visually well told, that we follow it anyway.

3) It Resolves on the Product:

The moment we see the “heroine” drink deeply in the pool we think, or at least I thought, “refreshment”. No slogan is spoken, no print on the screen, but the idea is clear, and more importantly, it is centered on the product. Not the funny person in the video, not the comedic climax, not the tag line, the product. We’re given one word “Perrier” and we provide our own tag line, highly personalized, subconsciously.

What are the places in life where you are trying, or have to try, to convince people to do something, or try something, or decide something? Do your “commercials” understand the medium in which you’re presenting your idea? Do you have a story to tell? DO you focus on “the product”? The thing you want them to choose?

It may be trying to get your kids out of bed in the morning. It may be trying to convince a friend to start exercising with you. It may be trying to sell your boss on a new idea. How can you leverage these three elements to convince your audience in a more compelling way?