Business communications are tired. Fad chasing, too much me-too, and tech over-reliance have gutted a craft that once married art and science. Companies blast out more through more channels. Everyone is jabbering, few are listening.
In this environment, storytelling is a potent differentiator.
Let’s explore a hiking and climbing metaphor. You want to travel well and reach the top. There are many ways to do it and trails to take, so why stumble and potentially fall when you can be guided? We navigate based on deep experience. Years of smart, sharp work has produced our eight-layer thesis.
Too Many Assumptions
Businesses treat people as customers, customers as consumers, and consumers as “target audiences”. This wrings the humanity and relevance out of communications. Instead of meeting anyone’s wants and needs, communications are laced with assumptions. Worse, they are lazy and appear not to care. The result is generic, white noise.
Once you position your business within a category, you’ve lost the trail. Defining yourself in another’s construct is comfortable but constraining. Conventions are recognizable but forgettable. By defining your own category, you stand out.
Constrained By Convention
Struggling for Table Stakes
Companies spend too much time and money on table stakes. They agonize over the wrong things, positioning against the competition in an apples-to-apples comparison. The best possible outcome is parity and episodic, tactical gains.
Companies are hooked on broadcast. They talk about conversation but fear losing control. We discover honest human insights that drive authentic communications and build connections.
Heard and Understood
Entertain and Inform
Helping people make better decisions was marketing’s original purpose. It has lost its way. Content is now overwhelming, disingenuous and misleading. Narratives that give people the information they need, wrapped within an entertaining story they want, makes the difference.
Communication is not a department. To have impact means sharing and socializing a new way across your organizations. It is time to break out of narrow, campaign-mindsets. Storytelling must be at the heart of your culture and core to the brand.
Inside-Out and Outside-In
Passion Beats All
The last ingredient is critical. Passion makes exponential any story. Reinvigorating your passion for communications is part of our job. Ultimately, success lies in the right attitude and energy.