A standard narrative in business is that storytelling is a skill that will make you a better leader. There are thousands of books, articles, and stories to prove it. We all agree.
But what very few people understand is that it’s not your story that makes you win.
What’s the point of telling your story if it’s the same as everyone else? You can make it as clear, branded, and compelling as you want; if you’re screaming the same “song” as everyone in the market, you’re just adding to the noise.
Deja-vu is a trap and an easy one to fall into. Building a product based on the same perspective as your competitors doesn’t add value.
Familiar ideas are unlikely to garner much attention.
So, what’s your point of view? How should we understand our context, and what action should we take? What’s the opportunity that you saw and that everybody else missed?
If you can’t answer these questions, you’re not building a narrative. So, therefore, what’s your story worth? Not much.
Say you’re selling a marketing technology solution. As of 2020, there were about 8,000 other brands in your market. So what’s your chance to stand out?
It’s not just because your story is the clearest that it will increase people’s willingness to work with you or buy from you.
Nobody cares about YOUR story. Everyone cares about THEIR story.
And what everyone cares about is to make their own story meaningful, thanks to a narrative that they can adopt and use as a way of life.
Therefore, to differentiate, have more impact, and innovate:
- Build a narrative that shows a new understanding of what’s happening around us and the opportunity we could all benefit from.
- Don’t talk about YOUR story first. Talk about THEIRS.
- Enact the narrative in everything you do, start and decide. Live it.
This is your best chance to stand out.
If you’re in the marketing technology industry, here is a view of your market.