Here’s the story: Personal History Month turns 20 this year.
Citing the importance of preserving and sharing family histories, the Association of Personal Historians (APH) observed the first Personal History Month in May, 1997. Their emphasis remains focused on personal storytelling.
My grandmother was born in 1909, and she lived 103 years. I’m thankful she gifted us with some of her best stories. Stories of how she eloped at age 13 to marry the only boy in town who wasn’t a cousin (who also happened to be her 8th grade school teacher). Stories of the Tennessee Valley Authority (TVA) forcing her family to relocate as the Norris Dam reservoir swallowed their farm. Stories of my dad when he was a child.
She was our connection to a former, almost alien way of life. That’s the purpose of Personal History Month; to pass on a cultural heritage through oral or written storytelling.
What significance does storytelling have in business?
In a 2016 podcast from Wharton School, the Ivy League business school at the University of Pennsylvania, author Carmine Gallo says it matters a lot. Gallo is a journalist, known for his books Talk Like TED and The Storyteller’s Secret.
According to Gallo, buyers – especially millennials – want to be part of a bigger mission or purpose.
The old adage “people do business with people they know, like, and trust” means your brand is under scrutiny now more than ever. Your prospects are seeking authenticity. They want to know what you value in your role as CEO, as well as being a member of the human race. Storytelling is the way to communicate your company purpose, values, and culture.
Whether it’s in TED Talks, or from legendary business leaders like Steve Jobs, great storytelling sells ideas, promotes products, and grows brands.
Gallo recommends brands share stories of great customer experience. Challenge your employees to become the hero of your business’s next epic tale of customer service. Document that story and share it on your blog, newsletter, video channel and social media sites. The bump you get in employee morale, marketing buzz, and repeat business can be priceless.
What does great storytelling by a brand look like? For that answer, let’s turn to a company that’s been telling stories for generations, The Walt Disney Company.
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I love this series of employee features by Disney.
John was very clear in what his function is. He books travel accommodations at various Disney properties.
The story wows us with how John does his job. The special screen-reading technology aids John in one ear, as he listens to his customer in the other ear. That is an incredible feat of concentration and sensory processing! John is starting to look like a hero in my book.
And finally, “the cherry on top” is John’s personal mission. He does it because he likes making people happy.
Disney’s purpose statement is simple: Create happiness for its guests.
What makes John a stellar cast member (Disney has cast members, not “employees”) is the fact that his own purpose in life fits perfectly with the Disney brand’s purpose; happiness.
That’s a great story, and one worth telling.
How about you? What can you do today to write yourself into the story of a customer’s experience where you are the hero? And then, how will you share your story?
