Business communications are tired. Fad chasing, tactics over strategy, 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 six-point thesis.
Too Many Assumptions
Businesses have forgotten that consumers are people. This wrings the humanity out of communications. Instead of meeting anyone’s wants and needs, communications are laced with assumptions. They appear not relevant and uncaring. 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.
Brands love to broadcast. They talk about conversation but fear losing control. We uncover honest insights to build deep 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.