Recently, I attended the Qualtrics organized CX week, where I heard author Fernando Pizarro speak on how to be a thought leader and tell your story. Some of his thoughts were very interesting, and I am urged to note them down sharing my own thoughts in the process. If you’re a B2B or a B2C business trying to create a personal brand and figuring your way out to tell stories that you care about, this will come in handy!
How To Be A Thought Leader And Tell Your Story
Why are stories important?
[Tweet “Most people forget mission statements. People remember stories.”]
He further urges us to look at brands we love. Apple, Facebook, Starbucks. Apart from remembering just the service or superlative, he reminds us that we recall the stories associated with these brands and their drama. Take these examples that he shares:
What do you remember about Apple? Yes, design. But also that Apple was started in a Garage and Steve Jobs was fired and then came back.
Facebook: Started in dorm room and then there were fights with initial founders. Drama.
How does a story help a brand and YOU?
A story helps you identify the unique element that makes you different. When you listen to a brand story, you know who these people were , where they came from and what these brands stand for. As per Pizarro,
[Tweet “Story is the new currency in the current economy.”]
In a competitive market, you have to give your customer a reason why they would choose you over anyone else. You succeed by winning a customer and being able to differentiate through your brand. Sure, you can differentiate with price, or technology or other such tangible elements. But those are very rarely significantly long lasting. The way you make people feel with your brand however, is definitive. Your intangible perceptions last you over the price drops and campaign freebies. People choose brands they like despite these oft commercial attributes.
Stories help you differentiate and is truly your own.
How do you create and share a unique story?
Pizarro tells us,
“Stories don’t just happen. You control the story. You emphasize it. You choose its conclusion.”
Stories that connect with your audience are unique, human and showcase you as a thought leader in your space. Some of the attributes of a strong story include:
- Short/ simple
- With a Social Proof
- With Data
You could potentially share your story on a variety of media. These include:
- Social Media
- A long form book (it’s assumed that you really know your topics/ themes)
And the best part about exploring and creating your brand myth is that it forces you to think about how you are unique. And, what do you want people to take away? I’ll leave you with a quote from mystic Rumi,
“Don’t be satisfied with stories, how things have gone with others. Unfold your own myth.”
Have you worked on recreating your brand experiences through the tool of storytelling? I urge you to try!
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