Stories are the way your message will gain attention and rise above the clutter.
My new book, Creating Signature Stories, is designed to help marketing and communication executives communicate strategic messages internally and externally by using stories, a task that has never been more important or more difficult. Customers and employees are often not interested in your strategic message, so they tune it out. Even when they are exposed to the message, they may think it lacks authenticity and credibility. Additionally, media is cluttered, and empowered audiences can easily choose to ignore what they don’t find relevant.
Developing and leveraging signature stories provide a vehicle to overcome these challenges. My daughter Jennifer, a professor at the Stanford Graduate School of Business, pointed me in this direction by exposing me to extensive research in psychology and elsewhere that shows the power of stories.
Your audience does pay attention to stories, even if they do not process facts. Here are 14 reasons why your brand should be telling signature stories.