Her little eyes were looking up at me. “Would you like me to read you a story?” I asked. Without a word she bounced to the bookcase.
“Read this one, Daddy!” she said sitting down beside me. Before I knew it the whole family, including my wife, was gathered around listening to a book written for preschoolers.
What is it about stories? We love them. But why?
The Book of Genesis is filled with stories from the beginning to the end. Jesus told stories in the Gospels. The Gospels tell stories about Jesus. The Book of Acts is one story after the next. In fact, is there a book in the Bible without a story?
Stories captivate our minds, teach us facts, and pull on our emotions. Stories enter our inner being through the gateway of shared experience. Stories peel away our internal facade and reveal the quirky little insecurities that are hiding deep inside all of us. Stories are a mirror we can look into and see ourselves in new ways.
Entrepreneurs and marketers have long known the power of a good story. Let’s explore how to put stories to use in your business. There is a story behind every company because there are people behind every company; and all people have a story–a personal story, a story unique to them. You have your story; I have mine.
What are some stories that are useful in business? There are
- The founder’s story,
- The customers’ stories,
- Employee and vendor stories, and
- Community engagement stories.
Let’s take a closer look.
The Founder’s Story
One of the most important business stories is the story of how the business founder started the company and the compelling forces that inspired him to do it. Often this story is not a business story as much as it is a personal story. Often the founder was facing a challenge of some kind and out of the search for a solution, a company was born that enables others to enjoy the same solution the founder experienced.
The founder’s story is important because it gives flesh and blood to the core values and goals of the company. It also helps us to understand the company in terms of age or maturity. And, like all business stories, it sets our expectations of what we can expect to experience if we engage with the company.Founder Story Example:
Garrett clung desperately to the outside rim of his tree stand, his feet dangling in midair. It was October 23, 2008, just four days before Garrett and Cheryl’s third wedding anniversary. Garrett’s life flashed before him. He saw Amber in her high chair at dinner last evening–her charming ice cream face. He imagined Cheryl’s widowed future . . .
Garrett had struggled futilely for the last 15 minutes to wrap his legs around the tree’s solid trunk. He yelled again and again but Tim had crested the hill 15 minutes ago on his way out. Dense fog was settling in. He didn’t dare look at the rocks he knew were jutting out of the soil 25 feet below his heels. He remembered Cheryl’s smile and her quick hug before he stepped out the door at 2:30 that afternoon. His fingers were numb.
He felt himself falling.
Six hundred forty-two days later Garrett rolled his wheelchair over the threshold into Attorney Lindeberg’s square office. Bear Hug Outdoor was born. Every morning when Garrett rolls his motionless feet under his natural oak desk he remembers the purpose of Bear Hug: securing climbing hunter’s safety one family at a time. Garrett knows the importance of safety–not because he listened to a game warden instructing youngsters in a hunter safety class, but because he lives each day with the consequences of a poor safety choice. But Garrett is upbeat. He is grateful to be alive. He is thankful he can still draw a bow and he is intent on sparing as many people as he possibly can from his own fate.
Customer Stories
Customer stories can also be very compelling. Sometimes we call call them testimonials or case studies. Customer stories are valuable because of their power in endorsing the company’s credibility from experience with the company and/or products. It is very important that customer stories are authentic. Your audience will quickly pick up on stories that are pretentious, and that will hurt you more than help you. It is much better to have an authentic story in natural customer language with grammatical errors, than a polished story that feels fabricated. Please do correct spelling errors though.Customer Story Example 1:
I love the Bear Hug Climber Grip. I think it’s the best product they make. It’s light and fits neatly into the backpack, which is actually quite comfortable. Not to mention the satisfaction of knowing that there is no possible way for it to slip!
Sometimes the people who use your product are not your only customers. Listen to what this hunter’s wife has to say.Customer Story Example 2:
I used to worry myself half sick every time my husband and two boys would head for their tree stands. Even though they laughed at me, I couldn’t relax until they were safely back in the house. Not anymore! Since they are using the full suite of Bear Hug equipment I know they are safe. Last week when I was shopping in town I even forgot that they were hunting!
Employee and Vendor Stories
Employees are also people with a personal story. As employees we look for jobs that are meaningful to us. Being part of a company that allows us to pursue our passion is very fulfilling.Employee Story Example:
I have worked at Bear Hug for a little over three years now. I love to come to work because I know that what I do here will make a real difference in people’s lives. My favorite aunt is a paraplegic. Even though she wasn’t hurt in a tree climbing accident I have seen first hand the value of safety in anything we do. I love to work with such a great group of people here at Bear Hug and I hope I can be here 10 times longer than I’ve been here already.Vendor Story Example:
I’m Scott from Freizen’s Alloys. When Garrett contacted us 2 years ago in search for a specialty metal part I had no idea the journey we were beginning. Garrett and his development team are excruciating in their demands for component quality and precision. At six months I seriously questioned if investing in this relationship was a mistake. But today I am proud of my team for encouraging me to continue working with them. They have definitely pushed us to improve our efficiency and to consistently deliver components within a tighter machining tolerance. Today I feel honored to be a part of Bear Hug’s mission.
Community Engagement Stories
Many large companies pull publicity stunts in their communities. It is easy for us to look at them and quickly decide that all such activity is vain; but let’s remember that we are here to serve others and that not everything we do needs to contribute directly or even indirectly to the bottom line. We should look for ways that we can actively serve the public in authentic ways. Authentic is the key word here. We should give to give, not give to get. This giving effort though may turn into stories that show who you truly are.Community Engagement Story Example:
Dear Mr. Greenfield,
I want to personally thank you for the time you so cheerfully volunteered at the Shelton County Book Fair last Saturday. I don’t know what it cost Bear Hug Outdoor to coordinate the “handicapped only” wilderness bus tour but please tell your management that everyone loved it. Our son Alex was so excited when he got back! He thoroughly enjoyed the chance to see the wild up close like never before. He said, “Tom was such a nice guy!” Thanks again for giving our son Alex these treasured memories.
Gratefully,
Alex’s Mom, Janet
What are the stories behind the people in your business? Draw them out. Tell them in your company meetings to inspire your team and give them a reason to come to work. Tell them to your customers to give them the hope and confidence that they need to trust you with their money. Tell them to your key vendors to enhance the strength of your supply chain.
Stories are powerful because they touch our souls and reveal our true intent. Tell them humbly. Tell them respectfully. Tell them honestly. Tell them with passion. But most of all–tell them.