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Not even innovation sells itself. Customers don’t know the new product. They don’t know that they need it. And customers don’t want anything new. They want more of what they already have. Let’s help them with that! With storytelling.
You can’t sell anything if you can’t tell anything (Beth Comstock)
This involves communicating with customers and users, managers, employees, cooperation partners, the media and the public. A major task for marketing. Storytelling can help.
Storytelling does not mean throwing facts and data sheets around. It is a method of engaging the target group with emotional aspects and a“story“. To turn them into interested parties and buyers.
Marketing is Storytelling (Seth Godin)
Only if you believe that there are people in business. We believe in that. Stories are good. Stories work.
But storytelling is not that easy. Especially when it’s not about reading out fairy tales.
Stories are always for a specific audience. Which target group we want to reach therefore determines the type of story and the type of framework or template. Possible audiences in the innovation context are:
Pixar has been in the storytelling business not just since Steve Jobs. It sounds like a children’s fairy tale, but it also works in business. The core is to accompany the user on their journey from everyday life through the problem to the happy ending. This is no different in fairy tales than in private life or in a business context. Here, too, there are people. Here, too, life wants to be easy, problem-free and inspiring.
The most powerful person in the world is the story teller. The storyteller sets the vision, values and agenda of an entire generation that is to come. (Steve Jobs)
The scheme looks like this:
The scheme can be applied to “Finding Nemo”, to “Toy Story” and also to car users, who can use a shunt resistor made of a special alloy to detect the running time of their electric vehicle and do not have to rely on approximate battery runtimes. And the story of the special alloy measuring resistor is just as exciting for those companies that are active in the automotive supplier value chain.
Everyone loves to talk about your product. Because it’s the easiest. Because people are familiar with it. And because they think it’s great. If you follow Simon Sinek, effective communication starts from the other side.
People don’t buy what you do, they buy why you do it (Simon Sinek)
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The “Golden Circle” scheme is particularly suitable for communicating with customers. Not only for established commodity products such as the notebooks and devices described. It is also particularly suitable for products, services and innovations that were previously unknown to the customer. Because the starting point is not the (previously unknown solution), but the motivation behind it.
If you know everything about your product, you are an expert. Anyone who says everything about their product is an idiot.
But at least rarely a successful salesperson.
Probably the most sophisticated and yet very simple story framework for B2B communication is StoryBrand by Donald Miller. Because simplicity is the most important cornerstone.
If you confuse, you lose (Donald Miller).
Based on the hero’s journey, StoryBrand is a complete framework for a product and sales story. The focus is on the hero figure (customer) who, supported by the guide (company or provider), makes a relevant change in their life (private or business).
The decisive factor here is the realization that the product is not the actual added value for the target person. The added value lies in the changed, improved life situation. An approach that is closely linked to Clayton Christensen’s “Jobs to be done”.
So the change can be:
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Pitch decks as a framework for storytelling: target groups investors & management
Pitch deck templates, such as those used by start-ups, are also suitable as a framework for stories. Stories for internal investors (management) or actual backers and investors. Although they do not usually contain a classic story, enriched with Golden Circle or Pixar elements, they can also be used to create successful stories that really deserve the title“story“.
Storytelling is the most powerful way to put ideas into the world today (Robert McKee).
Management consulting is a matter of trust. Let’s talk briefly about your challenge and find out whether we could work together.
TOM SPIKE accompanies industrial companies out of the commodity trap and into a unique position through innovation. In B2B and industrial companies, storytelling is rarely part of the DNA. The live webinar “Innovation communication” shows how this building block has been successfully designed. However, successful storytelling is only a small component of the 6 phases innovation
journey. Clearly validated customer problems, successful technical solution development, a viable business model and a motivated team in implementation and company management are also crucial. As innovation consultants , we help you to successfully start and complete your innovation project.
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