People will place your company on a mental map.
And you do the same; we all do the same.
We do it for everything: people, places, moments, food, and of course, brands.
It’s called positioning.
This is how positioning works: you may not keep the mess in your house under control, but inside your head, your brain wants to take care of keeping your “mental house” organized.
Your brain is constantly working to organize your thoughts and make sense of every piece of information.
Everything needs to have a position in our minds because otherwise, our life experience would be overwhelming.
That’s why unconsciously, we judge—all the time.
Judging has a bad reputation. It’s inconvenient to admit doing it. But it seems like something we do anyway.
We create a mental map for every situation with a million shortcuts that help us do things and think without really thinking or questioning.
Once your product or service has a position in people’s minds, you’re there for a while.
Your position may change, but it’s a slow process; unless you start over with new people and new relationships.
You can let people create their mental map about you, your team, and your company. If it’s the position you wanted, then great.
But otherwise, you can create the map you want and give it to people.
You can do that by gathering the stories that help people interpret the real purpose of your company and see why it matters now.
In doing so, you will increase people’s willingness to buy from you and work with you.
That’s called building a narrative, and if you do it intentionally, you can use it to steer your company towards much greater success.
Want to learn how to create that map?
The next Strategic Narrative Workshop starts on January 25th.