If you don’t know your compelling story, your business is in danger. Did that statement get your attention?
You may think, “That sounds easy for you to say journalism boy, but I have pallets to get out, and I am not in the storytelling business.” But in my opinion, the companies that are all doing well in this industry have a story to tell, and the really good ones, know it and use it to their advantage.
A perfect example is the cover story in this month’s magazine on Oakland Pallet. We have covered this company within the last two years. Usually, I don’t cover companies so frequently. But Oakland Pallet has been on the move, and it has a really good story to share. Please read the story on page 14.
What makes for a good company narrative? Well, you need a key selling point. But even more than that, you need something interesting. There is a reason why I change my picture every month. And frequently we do something a bit wacky or crazy with it. The idea is that people will wonder what I do next and tune in to see. I have had many people tell me that they saw my crazy picture in the last issue and wanted to know where I get my ideas. Truth is they usually come to me while I am driving my car or doing something else other than thinking about pallets and lumber.
Your story is important because it is part of your brand, your identity and will help shape your company culture. Without a story, you may be competing mainly on price. Nick Morgan, public speaker and author, commented to Inc. magazine, “In a world where people have a lot of choices, the story may be the deciding factor.”
If you are a minority owned or female owned business, that is something that can help you attract some customers looking to meet certain supplier diversity targets. If you offer unique services or enhanced technology capabilities, that can set you apart. If you have multiple plants or have been in an area for a real long time, that is part of your story too. You may focus on particular market sectors or be specialists in custom packaging. Maybe your company has a social or philanthropic value that helps you develop community ties.
You have to remember that every customer is also a person, and people like good stories. Having a finely tuned story can help you connect with customers, investors, employees and even suppliers.
You might think, “I sell pallets. How can I make that any sexier?” And my response would be look at previous issues of the Pallet Enterprise. We have published a magazine for more than 30 years about pallets and lumber. All you have to find is one compelling story. We have to put together dozens each year. It would be a good idea to read back through some of your favorite Pallet Enterprise stories and see what made them memorable. Now then ask, “How does this trend translate to my company? And how can I find an angle that will grab the attention of customers?”
While employees come to work for a paycheck, what makes them productive and excited is the reality that what they do in some way is important and part of something bigger. Your company’s story is what will drive that success. The reality is that a storyless business with no real purpose or identity is not an inspiring place to work.
So how do you find your story? I believe it starts with a little bit of free writing where you write for about 10-15 minutes without stopping or editing. Write about your business, what makes it unique, how it works, what are the keywords or phrases that come to mind when customers talk about your company, etc. Then take these thoughts and develop them into a storyline.
If you have some creative types on your staff ask them to comment or provide their own perspective on the story. I think key questions are a great guidepost for your process. You may answer these or other questions: 1.) What makes you stand out from the competition?; 2.) So what? Why does it really matter to customers?; and 3.) Why will you succeed where others may fail?
Over time your business narrative will need to be tweaked and you may need to give it a spark from time to time. This is just part of evolving to stay competitive. Your story narrative will be significantly tested and will change. The key is to never forget what makes your company a winner. So what is your story?
