Storytelling for a Competitive Advantage YPO Online Presentation October 15, 2014
How Can We Define Storytelling? Storytelling (verb): Engaging the listener’s imagination with words, images and actions to entertain, educate and influence; the passing of wisdom, beliefs and values Stories (noun): The building blocks of knowledge and the foundation of memory and learning; a link between the past, present and future that communicates possible consequences of actions
You All Have Good Stories to Tell All manufacturers have compelling stories. It’s up to you to tell them. In the US, manufacturers have led the country’s economic • recovery Many manufacturing leaders worked their way up – relying on • faith, families and employees to overcome obstacles You’re meeting the needs of hyper -demanding customers with • tight deadlines and shrinking margins The talent and ability on your teams is absolutely amazing • You have the technologies and tools to appeal to younger tech- • savvy millennials You’re making an impact in your community and in your • industry and paying it forward in a big way 3
Manufacturing is Actually Quite Cool
Your Brand: Where the Story Begins Your brand is what you want people to think about you. Your mindshare. Three Questions: • – What value does your company really produce? – What makes this different than anyone else? – And who cares?
Elevate the Importance of What You Do What they do: They identify and protect premises, products and people with labels, signs, safety devices, printing systems and software, and die-cut materials What they say: We are there in the delivery room when a mother first sees her child. We are part of the fight when a pandemic or an oil spill threatens life and the environment. We’ve been to space.
Launch the Conversation with a Meaningful Differentiation Donnelly Custom Manufacturing’s position – How Short Run is Done – launches a story that can’t be trumped. It owns the leadership position in a defined niche • It’s confident and only works because they live up to it • Customers know what to expect. Employees know what to • deliver Donnelly is respected today as a go-to company for short- • run molding expertise
Content Marketing is Driving Storytelling Trends Today Caution: “Quality content is the most • important driver in SEO today” according to a recent Google report Boring is kryptonite to good • storytelling – The Content Marketing Institute cites “an unconscious need to be boring” as one of the top reasons B2B marketing fails
Ground Rules for Good Storytelling Create stories that people will connect to. Say something important about • how you help companies overcome challenges Give people a reason to • remember you Connect personally. Use emotions. • Tell authentic stories Be a thought leader. Make a • difference
Be Someone Worth Talking To Reformist Creative Smart Authentic Relevant Change Agent Insightful Helpful Meaningful Valuable Inspiring Advocate Humble Thoughtful Elevates Others Engaging Proven Confident Involved Courageous
Thank You! For more information, contact Mary Scheibel, principal. (414) 270-3513 mscheibel@trefoilgroup.com www.trefoilgroup.com
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