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The following article was published in our article directory on March 23, 2015.
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Storytelling To Reach Your Customers

Article Category: Business

Author Name: Peter Bennett

After hearing Daniel Pink discuss his new book An Entire New Mind: Moving from the Info Age to the Conceptual Age for the 4th time, I lastly read it cover to cover (less than a day). I finally got exactly what he's talking about when he states tasks that are high touch are here to remain. That is, tasks that develops relationships in between company and customer whether it's B2B or B2C. To that end, he advocates that we include more storytelling into our relationships, that we make a point with a story, not simply truths which everybody knows they need however still discover dull. The reason is that stories are simpler to bear in mind. He goes on to note a few of our contemporary qualities distinguishing stories from facts:

Facts light up ... ... Stories amuse

Truths reveal ... ... ... Stories divert

Facts are genuine ... ... Stories are for cover

With the easy access to realities however, realities have actually become ubiquitous, offered at the speed of light because of the web and online search engine like Google. So each fact becomes less important. What becomes better is the ability to put these truths in context and render them with emotional impact. Stories exist where high concept and high touch intersect. This requirement is spawning the nascent movement called organizational storytelling at World Bank, NASA, even Xerox. It is even being utilized in branding ad on TELEVISION.

And as Mark Turner says in his book The Literary Mind, "A lot of our experience, our understanding and our thinking are organized as stories".

Why am I telling you? Right here's Daniel Pink's answer: "Story is having another crucial effect on business. Like design, it is ending up being a key way for professionals and business owners to differentiate their items and services in a crowded marketplace.".

So I wished to share with you a story I heard last week. I like this story for three reasons: 1. it's a story out of Wal-Mart's success. 2. we can each apply it as a mini-self-assessment. 3. it's inspiring. I hope you like it too.

At Wal-Mart, in the beginning, everyone would begin as a bagger, getting the customer's purchases. Workers were monitored on a variety of criteria. They were examined on their mindset towards the task, mindset towards the customers, when they arrived for work, when the left, their interest for the task, contribution to the business and the business mission, and so on. Sam Walton created a system for ranking all baggers. You were a 1 bagger, a 2 bagger or a 3 bagger.

The way Wal-Mart stores are created; being a bagger is a crucial entry level job. The task of a bagger is to bag purchases for consumers on 2 registers. A bagger is expected to be able to stay up to date with two lines. Nevertheless, there are some baggers who can only keep up with one register line, some who handle 2 lines and some who can handle three or perhaps more lines.

One Baggers get to deal with time, get the job done to the very best of their ability and leave on time, no matter what. They can only manage one register line. They do not see what has to be done beyond their designated tasks and do not concern themselves with anything else.

Two Baggers are really similar. They show up on time, leave on time, and get the job done of nabbing for 2 register lines extremely capably. While on the job, they do what has to be done very extensively. In time, they can rise into supervisory and middle management functions.

Now 3 Baggers are an entire different animal - difficult to tame, more difficult to contain.

3 Baggers can be found in early, leave late, look for additional work that needs to be done, put the task first even at stopping time. They make sure that the lines have baggers and will certainly stay late till the replacement appears. They join in, in a pinch or a crisis, without being asked. They like their job and the company. They are your cheerleaders, your enthusiasts. These stars are going someplace. Do not hold them back. If you can, make use of those star qualities to advance your company.

After reading those three job descriptions: are you a One-bagger, a Two-bagger or a Three-bagger? And working for you, do you have One-baggers, 2- baggers or Three-baggers? And who do you want in those positions?

Now isn't really it easier to bear in mind the differences in between these ability sets/character sets from a story than old-fashioned task descriptions? Attempt utilizing stories and metaphors to make your point today.

Keywords: storytelling,high concept,high touch,organizational storytelling,Three Bagger

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