November 22, 2011

Stories We’d Be Better Off Without

The stories we tell ourselves

A friend of mine gently confronted me the other day about a story I’ve been telling, and retelling myself about why I can’t accomplish several professional goals I’ve set, but haven’t been able to get much traction on.

We all have stories we tell ourselves and that we believe with all our hearts–to our own detriment.

I’m dyslexic, too old, too young, too dumb, under-qualified, overqualified, don’t have time, can’t find a partner, don’t have the money.

The stories start out as simple and perfectly logical explanations for why we can’t get married, write a book, learn an instrument, travel to India, start a social movement, change our brand, start a new venture. Our minds, slave to fear and resistance, craft entire narratives around these excuse to keep us from getting off our duffs and taking action.

The stories we tell about other people

Did you hear about Rowena? She’s having an affair with her best friend Sally’s husband. I think we should say something to Sally.

Gossip is storytelling as its juiciest–and potentially most harmful. On the surface, it’s fun. Some of us get a twisted sense of superiority, talking about other people’s lives. Gossip fills empty airtime and makes it seem like I’m having real conversation, when in fact I’m attempting to connect with the person in front of me at another person’s expense. Yuck.

Funny thing, the stories we’d be better off without are usually lies, or at best half-truths. But we want to believe them. They’re intriguing or convenient, or they give us the illusion of connection or safety.

But we can rewrite these stories.

For example: Kindness and presence of mind, not gossip, create authentic human connection. Or how about a new narrative that shows us we’re capable of far more than the past or financial situations seem to dictate.  In fact, we can add create that new product line, expand into new markets, or redefine our personal brand so that it’s more honest, and more meaningful.

What story would you like to rewrite?

 

Filed under Personal Branding, Story, Storytelling.
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November 2, 2011

Why Your CEO Blog Needs a Mission

Following is a slightly edited version of a post I wrote in March 2010. It focuses on CEO blogs written for internal stakeholders at large companies, but it also applies to executives at small and medium-size companies who use–or want to use–blogging to communicate their ideas to staff, partners and other audiences.  

I came across a CEO’s blog recently that had no mission, theme, focus, or point to it that I could see. The last post on this short-lived blog, written by the CEO of a major online retailer reads: “You can read and post comments here! (Read the email I sent to employees first.)” The CEO is referring to the previous post, six months earlier—a cut-and-pasted email in which he explains in great detail how Twitter has improved his life.

It’s hard to tell if he was trying to get employees to start tweeting or looking for a convenient place to plug the company’s ten core values. Or both.

Further complicating his message, the CEO lists four ways Twitter has made him happier, more fulfilled, etc. The take-away? Four reasons to get a Twitter account and oh, by the way, here are our ten core values.

A blog with a mission

Suppose that the CEO had decided the mission of his blog was to inspire employees to embrace the company’s core values. Here are some examples of posts he could write:

1. Illustrate core values through storytelling. If “Embrace and Drive Change,” was one of the ten values, blog about an employee or team demonstrating it, putting detail and heart into the post.

2. Hold up companies in other industries that demonstrate similar core values—say, a strong commitment to customer service—and describe how those companies put this value into action.

3. A candid post describing the CEO’s own experience with a particular core value in his personal or professional life.

There are plenty of orphaned corporate blogs out there. Maybe one reason they were abandoned is they lacked a mission, which focuses the writer and makes for more engaging and meaningful posts for blogger and reader alike.

Is it time to dust off your blog and give it a mission? Contact me at lee@crediblecommunications.com. And check out my blogging services.

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October 26, 2011

Apple as a Creation Myth

In my last post, I talked about genres in fiction, and how archetypal stories affect the way we respond to different brands. Apple, the world’s biggest brand, tells a classic creation myth.

The Norse god Odin created earth, sky and humanity; Yaweh in Genesis light from darkness; the Greek goddess Eurynome order from chaos. In these and hundreds of other creation myths, human beings have found meaning and a context for their lives and stories.

Sounds like Apple, doesn’t it? The company made a new world–inspired by first-movers Steve Wozniak and Steve Jobs—and populated it with never-before-seen devices and passionate believers.

Apple worship isn’t blind–far from it. Students, educators, scientists, business owners, artists and other users love Apple’s cool design; but it’s the story behind the products that engages and enthralls them. It’s a story of creativity, innovation, and possibility.

And like all powerful stories, brand or otherwise, Apple’s evolves as each person makes it their own.

Filmmakers pushing artistic boundaries. Graphic designers and writers crafting incredibly creative media and messages. Software developers creating applications that change the way we work, play and communicate.

Then there’s the father who recounts a trip to the Apple Store with his wife and their ten-year-old daughter, who’s saved enough allowance and babysitting money to buy an iPhone Touch. They discover the store is closed for the next hour. But the manager, touched by the girl and her mason jar of coins and bills, opens the doors for her.

Or my own father, a public school teacher, who started the first computer lab in the Monterey County School district in the 1980s, equipping it with Macintosh computers.   It wasn’t only a classroom. It was the place to be at recess and after school.

Those kids, now in college, took these memories with them. At my dad’s memorial service last year, a former student told a story about being in the computer lab and listening to Miles Davis playing softly in the background while the class clicked away at their keyboards. He recalled the black-and-white posters of Amelia Earhart, Winston Churchill, Martha Graham, and innovators from Apple’s famous ad campaign. And talked about how Mr. Doyle had made him a better student and person.

Then there’s the small business owner who uses an iPad, iPhone, and iCloud to develop and market other products and services that will help customers create still more narratives of business and personal success.

Odin created earth and sky, inspiring the  great human narrative and the infinitely complex web of stories around it.  The myth of Apple promises the same.

 

 

 

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October 21, 2011

Starbuck’s as a Victorian Novel

What if I told you the most successful brand stories correspond with common genres in fiction? And that these storytelling archetypes give the brands meaning and power?

Take Starbuck’s, for example.

The Victorian era inspired Charles Dickens, George Eliott, Elizabeth Gaskill, and other novelists to explore the individual’s place in society. It was a period of tremendous change, when people gathered in the marketplace and private parlors to converse about the issues of the day, gossip, marry off friends and family, and to feel a sense of rootedness.

Starbuck’s is the 21st Century coffee house version of 19th Century Victorian society in a warm, and pleasantly predictable environment (Starbuck’s being the master of the customer experience). Here, people gather with their book clubs, church groups, and associates; and to study, write and surf the Internet in the company of others—all for the price of coffee drink, served up to the individual’s exact specifications.

Even the name Starbuck’s originated from Victorian times. (Starbuck was the first mate on the whaling ship Pequod in Moby Dick, published in 1851.)

Over the next few weeks, we’ll look at some other major brands and their corresponding fiction genres to see how–and why—their stories resonate so powerfully.

Looking at your brand narrative: Is it an Victorian novel, adventure, romance, or thriller? Myth or folktale?

 

 

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September 12, 2011

NPR Slacker Moved to Pledge

Last week, on the eve of the 10th anniversary of 9-11, the stories were everywhere it seemed.  It was a time for reflection, grieving, and perspective.

On Friday, after dropping my daughter off at school, I turned on NPR. They were airing a story about Betty Ong, the flight attendant on American Airlines Flight 11 out of Boston, who got on her cell phone with an on-the-ground reservation agent to let them know what was going on inside the plane and cockpit.  During the 20-minute conversation, Ong demonstrated superhuman courage and grace. At 8:46 am EST, the plane crashed into the World Trade Center Tower.

Two NPR reporters interviewed Cathie Ong-Herrera and Harry Ong, Betty’s sister and brother.  They recounted how the family had tried to get American Airlines to release the recording of Betty’s conversation with the reservation staffer. Initially, the airline refused; but in January 2002, after a call from Senator Edward Kennedy’s office, American Airlines agreed to let Betty’s siblings listen to the tape.

The NPR story included excerpts of the recording.  As her siblings tearfully pointed out, these were the last moments of Betty’s life.

NPR followed up the story with an announcement of their new pledge drive.  Usually, I push aside the guilt I feel for not getting off my duff and renewing, and change stations or turn off the radio. This time, I listened.

I was so moved by Betty’s story, and by her siblings’ love for her that I immediately went into the house and got on NPR’s website to renew my pledge.  It was a small action that arguably would have no effect on the Ong family, who lost their beloved Betty that horrific morning.

And yet, NPR’s listener pledges help fund the kind reporting that can make tiny mends in broken hearts and worlds.

While no story can wipe away a tragedy of this magnitude, stories can help us to make meaning out of chaos– in this case reminding us that memory and love prevail. They can even inspire us to action–—sometimes the action is small, but sometimes it’s big.

Filed under Creative marketing programs, Story, Storytelling.
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September 7, 2011

Lululemon Totes The Story of The 21st Century Woman

I’m a sucker for cool yoga wear.  I’m also a seeker of less earthly possessions, like inner peace and better relations with my fellows. lululemon knows this about me.  They also know that there’s nothing like a cute pair of yoga shorts to ease the torture  of dripping sweat and pretzeled limbs during, say, Eagle Pose (see my post on the Bikram Yoga brand).

Lulemon understands the paradoxical story of the 21st century Marin County woman: On the path to enlightenment, looking sexy is part of the journey.

They company also knows that every customer touch point is an opportunity to deepen their customer’s connection with their brand, through story.  Their coveted red and white and black-trimmed, reusable tote bag is one of these touch points.  A textual collage of positive affirmations, healthy living statistics and self-help tidbits like,  “Breathe deeply and appreciate the moment,” and “Do the one thing a day that scares you,” lululemon’s story is strictly a feel-good narrative.

The story, which lululemon calls its “manifesto,” is crafted to appeal to the target market’s yearning for a fulfilling, well-balanced life–and hip, high-quality yoga wear. The narrative goes something like this:  “If I take care of myself, think positive thoughts and work and play hard, I’ll have a happy life.” Ultimately, the story works because it belongs to the customer. It’s a story she lives and breathes inside and outside the yoga studio.

It’s lululemon’s ability to engage her in her own story that creates emotional resonance for the customer and fosters a strong connection with their brand.

Speaking of modern Marin County women, Lynette, the main character in the novel I’m working is going through some major stuff. Maybe she needs to do some yoga…wearing lululemon pants, of course.

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September 6, 2011

What Don Draper Has to Teach Small Business Marketers

In the first season of “Mad Men,” Don Draper, the creative director at Sterling Cooper, the New York advertising agency at the heart of the TV series; is asked to present to Kodak, a new client.

It’s 1962 and Kodak has just come out with a new slide projector. The product’s main feature is a circular tray or “wheel” with slots for storing and organizing slides. (You remember it, don’t you?)

Kodak’s marketing people have charged Don and his team to come up with a creative concept based on the new “high-tech” main feature. (Unlike the straight slide tray, the new wheel tray will hold slides if dropped.)

Draper mulls over ideas for several days.  He’s going through an emotional ringer in his personal life and feeling pretty raw. Out of this emotion Draper hits on a brilliant concept: The Carousel Slide Projector.

Brilliant concepts are nothing new for Draper.  But this one is more evocative than most.

During the client pitch, Draper explains that a carousel—unlike a mere wheel or round metal tray—lets us experience memories as a child would—round and round and backwards and forwards.  With an undercurrent of emotion typical of Draper’s character, he runs the Kodak folks through a slide show of images of Draper himself with his wife and children. It’s a nostalgic moment. The client is thoroughly moved and give the concept the thumbs up.  (Watch Draper’s Kodak Carousel’s slide show here.)

Draper’s idea is strictly fiction (Although I couldn’t find the details, I suspect the real story is far less compelling).  Still, it shows us what’s required to conceive and craft a meaningful story that will compel customers to engage with our brands and products.

1.     Feelings are a bridge to creativity and narratives customers will connect with.

2.     Evocative words are the building blocks of a powerful brand story. One carefully chosen word or image (“carousel” vs. “wheel,” for example) can provide a novel’s worth of feeling.

3.     A brand story should communicate the product benefit in an emotionally engaging way.

4.    Story is the context or framework, features and benefits part of the narrative.

When I work with clients on crafting their brand story, the process is both linear and non-linear.  It requires not knowing what problem they’re solving, and how–i.e. the features and their benefits–but also nailing the feeling the product “experience” evokes for the customer.

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June 1, 2011

Why We Talk About The Problem

Raymond Carver’s famous short story, “What We Talk About When We Talk About Love,” tracks two couples having drinks over the course of an afternoon in one of the couple’s homes.  The conversation begins on a happy not but by sunset things have gotten ugly.  The booze has taken hold and problems between the lovers, previously swept under the rug, have come to light. The happy couples finish their evening in misery.

Love is fraught with conflict, at least for Carver’s characters. Problems give his stories, and virtually all good fiction, heft and dramatic tension.

Conflict also creates tension in marketing. The time-tested approach is to present the problem and then the solution.  Avoid sunburns. Use this sunscreen. Have a headache? Take this aspirin. Can’t get your kids to eat their veggies? Give them this supplement.

Marketing exists to communicate the solution to a problem, whether it’s new cordless drill for weekend handymen or a new program of enlightenment for frustrated corporate leaders.

Last winter, I worked briefly with a client in the latter industry. This client didn’t want to discuss the problem they solve. They told me this upfront. They explained that negativity, i.e. problems, contradicted their mission of creating positive change for corporate executives and their teams. It was a huge red flag, which I ignored.  The idea seemed, well, inconceivable.

The client wouldn’t budge from their position, even after I’d posed a series of  questions reminiscent of the narrative arc in traditional fiction: What is the central conflict? Who are the heroes in your customer’s story? The villains? What happens when the conflict is resolved?

I’ve used these same questions successfully with many clients. They elicit answers that are more nuanced and meaningful than simply, “What problem are you solving?” and help shape an engaging marketing narrative.

Marketing that doesn’t refer to the problem misses the whole point: To tell a problem-solution oriented story that connects consumers with the brand.

To be sure, some marketing avoids overt references to the problem, but it’s there in the subtext.  Isn’t drinking Barcardi about belonging (solving a feeling of isolation), and dabbing Poison behind the ears about making us desirable to the opposite sex?

The tension is in the problem, relieved by the solution you’re providing.  You can’t have one without the other.

But unlike fiction readers, who accept ambiguous and even sad endings, consumers require a happy resolution to their problems.

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February 9, 2011

Books I Hope to Write

I’m hard at work on the second novel and a number of client projects.  Still, there’s always time to dream up new books I’d like to write.

Here’s the current list*:

1.     The Care and Feeding of Freelancers. How to nurture your relationships with copywriters, designers and other trusted consultants (sub title: “What do you mean you lost my invoice?”).

2.      Around the Country in 90 Days with Barak Obama (a long shot, I know). Imagine a road trip with the President after he’s out of office. I’m packing my notebook and tape recorder now.

3.     100 Crafty Ways to Recycle and Reuse Plastic Bags. What to do with all those empty corn tortilla wrappers and bread baggies. Make a purse? Hammock? A tablecloth for camping? The landfill will thank you.

4.    Friendly Fire at the Battle of the Bulge. A metaphysical novel of betrayal and redemption. My grandfather was killed in World War II when my mother was only four years old. I’ve felt pulled to write about that time—and this famous battle—since I was in my twenties. (Yeah, the title needs work.)

5.     Cooking with My Baby: Lessons in Acceptance for Mothers and Daughters on the Brink of Hormonal Hell.  A 48-year-old and an 11-year-old under the same roof? I know of no such households.

6.      The Six Wives of Mountain Meadows. A historical novel about the 1857 massacre of 120 men, women and children at Mountain Meadows, Utah allegedly ordered by Brigham Young and that the Mormon Church covered up for years.

7.     On a lighter note, it would be a blast to create a comic strip (okay, so it’s not a book) satirizing the writing and publishing business. I’ve seen New Yorker cartoons along these lines over the years, but never an ongoing strip.  The only problem is I don’t draw. Unless I find a cartoonist sometime soon, this one stays on the back burner indefinitely.

*Thanks to Chris Brogan for the idea for this post.

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