Companies that ditch tired celebrity personas and transform themselves into vehicles for realizing their customers' aspirations will transcend single...
|Scooped by Karen Dietz|
When I read this post today I immediately thought about a particular story every business needs to craft and tell, but is often unrecognized or forgotten. That's your Future Story about your aspiration.
This article written by Charlie Brown lays out the reasoning for emphasizing "aspiration" instead of "inspiration.
For years I've been encouraging clients to develop this story as part of their core set. Your future story is all about what you aspire to create -- how your product or service, you and your customers, are making a better world. How is the future going to be different because of you/your company? That's what inquiring minds want to know.
Lots of our business stories can be inspirational. But the future story is all about aspiration. Brown makes this distinction clear and his insights are right on. I love the additional thoughts and tips he shares.
But what is a Future Story? They are hard to come by on the web. Your Future Story is shared through stories showing your commitment to something greater than yourself/your company's offerings. Think Nike or Patagonia.
What is one Just Story It aspiration/future story? Here it is:
"Monday evening I'm sitting in the staff lounge of Just In Time For Foster Youth with 2 young women in their early 20s. At 18 they were emancipated from foster care with all of their possessions in a black plastic garbage bag. Just In Time stepped in to help them get stable with housing, furnishings, school supplies, transportation...whatever they needed. We were working on their stories -- about life in foster care and their road to success. As we worked on these stories, we laugh and cry together. We find the paths to share their stories in ways that work best for them.
These are often gut-wrenching stories to work with. Pain and sorrow mix with joy and triumph. Yet these young people are committed to telling their stories to help guide other foster youth, advocate for a better system, combat stereotypes, raise funds so more foster youth can be helped, and to encourage more volunteers. I am so moved by their bravery and resilience, and so proud of each and every one of them. I watch them move through terrible experiences no person -- much less a child -- should go through, and transform into more confident bright stars.
The story reflects the future I want to create: through the power of storytelling to break down barriers, remove stereotypes, heal wounds, and make strangers friends. To create a future where we experience greater peace between people, full of respect, tolerance, love and helping each other is one worth putting all my passion towards. That is the future I am committed to; that is the future Just Story It works towards. Working together we can make that happen."
Businesses definitely need to get their game on and move into aspiration. What is your aspiration? What future story can you share? Tell me. The world desperately needs to hear them.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it