Story Starts at the Top
Recently, I had the opportunity to work with a B2B marketing team struggling to convey the narrative of their new initiative. This experience unveiled a crucial lesson in storytelling, one that applies universally across all business types and industries.
The Lesson Emerged
The central theme that emerged during my engagement with the team was simple yet profound: storytelling must begin at the top. Whether it's the top of the corporate hierarchy, the purchasing channel, or the team structure, the initiation of the story sets the tone for everyone else. This realization was a departure from my early career work, which primarily involved direct-to-consumer businesses where the line between the storyteller and the audience was much shorter.
The Challenge in B2B
The challenge in the B2B scenario, as I discovered, was the lack of storytelling at the corporate level. The company had not effectively communicated the value of their products to their immediate business clients. As a result, these clients, in turn, struggled to relay a compelling story to the end consumers. The missing piece was the initial narrative from the top.
Storytelling as a Training Weapon
I came to understand that stories are powerful training tools. They guide how a product, service, or brand should be talked about. This is crucial in a B2B context, where the message needs to be effectively passed down from one business to another before reaching the final consumer. Whether it's a sales team, another business in the chain, or end consumers sharing their experiences on social media, everyone relies on the initial story told at the top.
The Ripple Effect of Storytelling
A well-told story at the top level creates a ripple effect. It ensures that the narrative remains clear and compelling, even as it filters through various channels. On the other hand, the absence of a clear story at the top leads to confusion and a diluted message downstream.
Conclusion and Call to Action
The art of storytelling in business is crucial, starting right at the top. This lesson prompts us to reflect on our organizational roles and the stories we tell. For those not at the top, it's a call to encourage leaders to embrace storytelling. Remember, you're always one story away from greatness, so choose to tell yours effectively.