Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the oshin domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /var/www/wp-includes/functions.php on line 6114
Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the redux-framework domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /var/www/wp-includes/functions.php on line 6114 BLOG – Page 13 – The Story Co.
Subscribe to The Storyline Newsletter: For curated inspiration, purpose-driven leadership tips, fresh storytelling perspectives, and heartwarming stories about awesome brands and leaders.
I often get calls when a company realizes that they are not telling their story very well, or at all.
This causes confusion in the marketplace and often employees are just as confused as customers. Employees might know who started the company and when, but it often ends there, with a shrug. (The shrug, the worst of all answers!)
This confusion breeds mediocre results amongst the team, which can lead to loss of engagement, loss of confidence, eradicating any kind of positive culture and loss of sales. There is no common understanding of what makes the company different. They are at a loss as to what the corporate purpose is, and how their own personal purpose needs to be inextricably connected to corporate purpose.
Not only does the team feel the lack of confidence, motivation and inspiration, but the clients do too. Brand impact dissolves.
The brand is stuck. Your people are stuck.
You need to get unstuck.
Everyone needs something to hang on to, believe in, and stand up for. Maslow figured that out a long time ago and today we need to be purpose driven more than ever!
Your story is the differentiator and the core of the best value proposition you will ever have. Because your story is not just about how your company started, it is also about how you are going to keep going, the impact your good work has, why that impact is important and why the world needs you right now, tomorrow, and the next day too!
Ahh, the brutal truth of self-awareness. Sometimes our best traits, when in over-drive, don’t serve us well.
My Mom said, “if it is worth doing, it is worth doing well” and I heard her! I have lived by it. I don’t like half way – ever. Generally, that works for me and I love pushing myself. But sometimes too much of a good thing sends me right to perfectionism and procrastination. Which is really fear dressed up in 2 different costumes.
My purpose is to elevate others through the power of their own personal and corporate story.
I love the work because it is so transformational.
Everyone knows that stories are what we remember, that stories change hearts, which change minds, which change behaviour. How can you not get excited about that?
Whether I am working one-on-one or with a corporate team, regardless of position or level of success of the company, the top 6 reasons stories are untold include:
Do we even have a story to tell?
We don’t know how to tell it.
Our company isn’t like other companies; it’s complicated.
Where do we start?
Our story is boring.
And then the one that is on everyone’s minds and only the brave will admit it: Will anyone care?
Well, yes, yes and YES!
But there is a trick.
There are lots of stories out there that we don’t read or care about, and others that leave a lasting impact. The framework I have developed helps you to get to the core of your purpose; your genius work both personally and corporately, and put it into words.
Your words. Words that lead others, build brands and extend market share.
Words that cause others to act. Creating the ripple (or the tidal wave) in the world that only you can create.
Once you declare your purpose, you can tell your story. Once you can tell your story, you can live your story.
Both Covid-19 and the racial injustice movement have changed us forever.
We can do better.
I’ve been thinking about just how can we do better.
If we have been changed, surely our personal brands and the brands we work for must change too. We cannot imagine that from here we simply go on as we have.
We have always had choices on which businesses we will support, but now that choice seems more important.
The truly purpose-driven brands have always been more successful. The purpose-driven brands employing people with a personal purpose aligned to the purpose of the company are even more successful.
So why now, when we have been so severely shaken by global events would we support brands that do not support our deepest held beliefs?
We won’t.
To get the attention of the marketplace you want to impact, it is time to declare what you stand for and what your brand will stand up for, and what you will not tolerate. Then find concrete ways to ensure you walk the talk.
If you are looking to be a purpose-driven brand, start by declaring your values. Once considered “fluff”, or a “nice to have”, now your values are a rallying cry, a uniting force, and a source for motivating a team of staff that wants to make a difference. Values are a way to retain and acquire new talent. Values will also be your differentiator in the marketplace.
What would change if you added anti-racism to your values?
What would change if you added well-being to your values?
How would that drive internal and external change? What impact would the results of those actions have?
The time has come to be a purpose-brand. If you need help navigating this impactful way of living and working, let’s work together to make this part of your story.
The more we talk of the “new normal” the longer we stay tethered to the past.
And let’s face it; the past was not perfect, even though right now we are idolizing it. We did not have it all right then, the economy was still difficult, and we have never been able to go back in time, so why wish to go back now? Obsessing about the past is a lot of backwards energy.
But we are craving something. (Which often includes many trips to the fridge, hmm salty or sweet? 🙂
We are aching for something that will act as our rudder to steer us as we move forward and as we move our business forward.
That rudder is your purpose, both your personal purpose and your corporate purpose.
Dominic Houlder, professor of strategic and entrepreneurial management at London Business School put it bluntly and succinctly:
As business and organizations face stronger crosswinds, purpose becomes even more important, not less so. That’s because the “what” and the “how” of business is changing more frequently in a volatile world. This leaves the purpose, the “why” as the primary compass for navigating key decisions.
There is no shortcut, no magic wand, to wave us through this pandemic, but if we do the hard work and get clear on our purpose and then put our purpose to work, we will have the type of impact we imagined.
Keep going.
P.S. If you would like to get clear on your personal or corporate purpose so that you can have the impact you are looking for, set up a time to call me by clicking below.
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
