The Former Mozilla CEO John Lilly said in an interview “A lot of people say the number one job of the CEO is to keep money in the bank, or the number one job is to be strategic and the number one job is recruiting. That may be a true, but when I was at Mozilla the activity I did mostly was to tell the story–tell the story simply, understandably over and over and over again. ”
Collecting and narrating good stories about a firm’s product, service and customers is a powerful tool and a very good habit with high ROI. Because it FORCES you to have a cogent narrative. Like what are you really about ? what’s the DNA of this firm ? What’s guiding us ? Alas, most firms don’t do it, considering it a ‘new age’ idea at best. But then, if your firm does, that’s a really sharp arrow in your quiver.
Let’s pretend you did sit with your team and collected some great stories. What to do with it ? Use it in all comms. esp with employees. Want a crazy idea ? – Whenever someone calls your helpline and the wait time is X mins, what if instead of torturing the sap on the line with elevator music and the insincere ‘your call is very important to us’, you played a recent customer story on the IVR lasting those X mins. (So a 60 sec wait time, narrates a 50 sec story, 3 mins wait time narrates a 170 secs story.. I know. Crazy. No doubt the tough part is collecting great sincere stories and narrating them in a manner that engages. But if you did you’ll leave the stunned competition in the dust.