p>So I see many companies trying to communicate about who they are, and what they stand for, and my gut feeling says: â€œAh, more corporate bla-blaâ€.
This makes answering the question why companies suck at storytelling very simple. They cannot stop throwing corporate buzzwords at their audience, and they forget that this corporate speech is nothing more than Corporate Bla-Bla that does not inspire or engage their audience.
Corporations that struggle with the positioning of their brand among the audiences are like throwing pebbles in the ocean, unable to create a bigger wave â€“ a big impact. At the end, all they get is an audience that is simply absent from the communications.
Dear corporate managers: boredom is a deviant for your audiences! And starting with a â€œcorporate blah-blahâ€ or giving a â€œlived-happily-ever afterâ€ ending with your success stories will underestimate the business believability.
To create the kind of ripples that can make big waves, you need to weigh in the prospects of a strategic tale that engulfs the companyâ€™s prospects â€“ The â€œWhyâ€ Factor.
Senek puts it: â€œPeople donâ€™t buy what you do; people buy why you do it.â€ The brandâ€™s purpose (the why), not only drives the brand, but also defines it, and a corporate story brings it to live. Without stories, Corporations are just facts.
Where to start then?
First, you have to uncover your story.
Finding your story is drilling for your â€œWhyâ€ and finding the emotional heart of your organization. As the author Gary Goldhammer says, â€œStorytelling is about people. Brands aren’t about Hollywood actors, and “companies are not logos. There are human beings behind them all.”
Content Appeals to the Ratio, Stories Appeal to Emotion. Any company can bring their potentially disjointed corporate story to life if they duly follow the fundamentals of corporate storytelling.
Secondly, you have to bring your story to life.
You can do this by employing your corporate profile through Journalistic Whitepaper Strategy. Hugh?!? It only means that if you take on the shoes of the readers, you provide a story as a journalist would do, you are set.
Companies such as 3M Company and IBM are currently using stories as part of its business planning to generate excitement and commitment among the employees.
Please tell authentic stories I can believe in.
If your company is a Dog, your stories have to present it as one. Despite how many times you call it a Duck, it will remain a Dog to the others. People look for the drama in any story that also sustains the rationale and does not beat about the bush with it.
â€œI donâ€™t have time for all of that story-mumbo-jumbo!â€
A common belief: There is no time for storytelling in business communications. False! There may be no time for â€œBad storytelling.â€ Good business stories never attract complaints â€“ Trust me.
And learn from the Expression: Super Simple! Stop with bragging through massive content counts. Even the word â€œcontentâ€ is cold and artificial isnâ€™t it?
And Finally, follow through!
Telling a sustainable story is a never ending story. Most people suck at business storytelling because they fail to live the strategic story of their business. A Pointy-Haired Boss with a lot of meaningless corporate buzzwords and no clue of the strategic common plot fails to sustain employeeâ€™s engagement around it long into the future.
Corporate values are energized as the leaders embody their business stories. Commit to Long Term Implementation of your story: a crucial step to align the employeeâ€™s behavior with the strategic direction of the company.
Wear your story as an outfit, and let the people see you. How well are you wearing yours? I suggest you â€œSuit Up!â€