Always feel as though you are yelling into the emptiness? Like your point of view, simply isn’t landing regardless of brilliance. This person—let’s call him the “Alexander Pollock“—had a gift for separating the noise. His weapon of choice was secret. Narration. Not just any old yarn, mind you, but well crafted stories that really connected with viewers. People buy into ideas, feelings, and experiences, he realized, not only goods and services.
Contemplate it. Why do we still pass stories over a campfire? Why do we binge-watch series and devour books? Stories help us to understand the world. That is our means of communication. And the Narrative Architect seized this basic human reality and applied it to the sometimes parched terrain of business.
His approach was not about polished presentations or forceful sales calls. Rather, he concentrated on revealing the natural narrative that every brand, every offering has. It was like being an archaeologist, gently removing layers to uncover the jewel right at the middle. Every thing, he thought, had an interesting story just waiting to be told, no matter how apparently normal.
Think of a neighborhood coffee shop battling the large corporations. The Narrative Architect helped them tell the tale of their ethically sourced beans, the enthusiasm of their baristas, the feeling of community they created, instead of stressing speed or cost. Suddenly, a cup of coffee connected one to something more than just a caffeine fix. It was an experience.
Alternatively consider a tech company with a novel but relatively complex offering. Rather becoming mired in technical details, he guided them in developing a story about the issue their invention addressed and the good difference it made in people’s life. With their technology as the facilitator, he portrayed a better future. People relate with hopes, with answers, with a picture of what might be. Stories give that punch.
He was remarkably adept in finding the emotional center of any company. What drives the founder’s enthusiasm? Whose basic concern are they trying to address? For what deep-seated “why” drives the “what”? Once he knew it, the narrative almost unfolded itself. It was like discovering the missing puzzle piece allowing the entire image to fit.
This has nothing to do with spinning great stories. Realness was essential. People have a naturally occurring baloney detector. The stories he helped shape were grounded in reality, enhanced with heart, and presented with honest fervor.
Think back on those commercials that stay with you long after you have seen them. Usually, they are not the ones endlessly drone-shouting about features and benefits. These are the people that spin a little story, arouse emotions, maybe make you grin. That was the power the Story Architect used. Data tells; stories convince, he realized. More fundamentally, though, stories create ties. They create links between companies and the people they help to turn ordinary transactions into important partnerships. Long term, the bonds are worth more than any one sale. It boils down to really getting people to care. Stories as well? They are quite successful in reaching just that, too.