I've repeatedly counseled my clients that they cannot ignore the power of story. Every good product has a great story. The story is the shortcut to why someone should buy the product, even if that product is YOU!
Ben & Jerry's sells ice cream. Lots of people sell ice cream, so why should you buy Ben & Jerry's? Well, they'll say its the quality, but they'll also say its because of their mission to "create linked prosperity for everyone that's connected to our business."
Tom's Shoes competes in the very difficult shoe and apparel market. They are not the low cost leader, so how do they attract and maintain sales? One way is through story: "At TOMS, we believe we can improve people’s lives through business." Tom's gives away a pair of shoes or eyeglasses to the developing world for every pair you buy from Tom's through their One for One program.
Story is crucial in allowing potential employers or customers to feel comfortable with you, and aligned with the same values and goals as you. Shane Snow talks about this in a recent article, contending that good storytelling is currently the most important business skill you can have.
So, if you're looking for a job, a better job, or to sell your product, go beyond merely describing the product -- tell a compelling story.
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