I love hearing founders’ stories. It’s fascinating hearing what motivated a person (or persons) to put themselves through the trials and tribulations of founding an organization. There is always some compelling story. A story of a belief or a purpose that sent them on a journey.
I have interviewed a lot of founders over the years. Even in what seemed like a mundane business, there was a passion that compelled that founder. And the story that accompanied that passion was captivating.
Unfortunately, too few of these organizations go through the process of capturing this story and making part of their brand.
The overlooked power of your story
People don’t just want to buy. They want to buy in. This is why sharing a set of beliefs or a purpose is so valuable. People want to feel like their dollars are doing more than just buying products and services. They want to feel like their purchases are also helping to advance something meaningful. Maybe even noble.
Your story can help them feel that way. Here’s why it is so potent.
- You become more memorable because you are reaching into the emotional part of the brain with your story. (By the way, that is the part of the brain that’s also responsible for all decision-making.)
