Several years ago, a client said to me, “I want you to develop stories so compelling that everyone of our sales people and customers will want to consume them.”
I enthusiastically said, with total confidence, “We can do that!” but it turned out to be much harder than I thought. Despite producing stories that were well received, I learned that no single story – or any piece of content marketing – works across the board, even for a select group of 400 sales people – let alone a market segment of 10,000 potential customers.
In business writing and literature, no one crafts stories that connect with everyone. Not me, you, Daniel Pink, Tom Peters, or even JK Rowling. And that’s okay!
Via Gregg Morris