Your brand’s hidden treasure

If you want people to do something, give them a plan. If you want people to do something great, give them a story.

Stories capture our imagination. They inspire us. And stick with us. Stories connect with us in a way that the directives of mere plans simply cannot match.

You want to rally the troops? Ask them for their stories.

Whenever I am helping an organization introduce a newly clarified purpose, the priority is to find stories inside the organization. Since purpose is something that is in the DNA, we can ask people to tell us a story of a time when they’ve seen the organization live its purpose.

I’ve been through that process many times. Each time I am impressed by the stories that surface. Some funny. Some heartwarming. Some incredibly moving.

People love to tell their stories. And others love to hear them. Whether those people are inside or outside the organization. This is why stories are one of the most potent, untapped assets for so many organizations.

Ready to spark the adoption of an idea in your organization? Want to see people get excited and energized? Want to create a movement? Start uncovering and telling the stories.

Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail — a brand innovation company, helping organizations find their unique, undeniable, and unshakable sense of purpose and create innovative experiences that bring it to life.

Originally published at https://www.dansalva.com on April 1, 2021.

Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.

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