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The story definitely needs to be consistent with the experience. A great experience with a product and service is what keep people coming back for more and makes them want to tell others.

I think this is a concept that's easy to take for granted. Instead individuals focus more on advertising and spreading their name and "logo" to as many people as they can in an attempt to generate interest...create a pipeline...

The reality of it is, if you're in the service business, customers are your best walking billboards! Create a unique experience in your interactions with they'll spread the word without effortlessly. Kind of like when you watch a great movie...you tell people about it.

The branding...the name recognition...the logos and all of that stuff, effortlessly tell a story because one customer had a unique experience. That one customer told everyone about it and the next thing you know...your famous!

Carr:

There is always the chance that anyone would use any tool for manipulation -- even conversation ;-) Storytelling is part of being human, and something companies got away from in the days of the industrial model and the command and control ways. Which resulted in today's stilted language and artificial speak.

Story is embedded with human commerce from ages. Think about the very first markets where people would go to see wares, inhale aromas, be part of the community and exchange news. In fact, I suspect that most of the time when we tell a story it is to persuade, too. The approach can be authentic *and* persuasive. Creating the right environment is where good leadership and stewardship come into play... being realistic for a moment here -- there will be contrarians and people with agendas even there. It's part of the human story.

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  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.