You’d think that a problem makes for an interesting story. But when it comes to telling the story of game-changing innovation, the “problem/solution” model is broken. This is why so many brands and causes have a hard time telling their story. When it comes to business, you want to introduce a paradox, not just a problem.
What a great post from colleage Michael Margolis on how to re-think the problem/resolution elements of a story into presenting the possbility & then the obstacle being faced.
This is an especially important insight for nonprofits to get because the problem/resolution set up starts out with a negative -- which can be a turn-off for people. As Michale says, we are surrounded by enough problems these days.
So turn the problem/resolution dyamic on its head and shift to presenting the possibility/obstacle dynamic instead. That way you are leading with a positive, and then presenting the obstacle to overcome. Obviously then people's participation in the cause/business will help the obstacle be overcome. Or part of the obstacle has already been overcome with people's help.
Now, I would suggest doing the same for any business -- present the possibility and the obstacle, and then the resolution or call to action.
I be you'll feel better setting up your story this way, and so will your audience. Let me know how it goes!
Via Karen Dietz