Last couple of months have been very busy for me. Busy from setting up my busi-ness. Business of building brands (www.brandkatalyst.com). One of the things I always wanted to do, professionally. I’ve walked, what is termed as the first hard step in entrepreneurship, getting started. However, somepart of me feels that I’ve walked the easy part so far. Someone very rightly defined a start-up as a human institution designed to create a new product or service under conditions of extreme uncertainty. Now, I truly understand the last part of that definition.
I’ve met different people in the past couple of months, people who run their own businesses. People who have new products, services and dreams to launch. I spend my time in understanding their products and their dreams. I realized, there is one thing which can build a connection between reality and dreams. Story telling!
People love stories. And sometimes people tend to think of themselves as stories or imagine themselves in stories. When we interact with someone, unknowingly we play a role in their story. And whatever you do, whatever they do, or whatever they want us to do, needs to fit into that story in some satisfying way. The more you satisfy that story the more you can influence the person.
When I meet a client, I ask myself what story is that person is trying to tell me about himself or his product, and then I make sure that my role and actions are enhancing that story in the right direction. I believe every great brand tells a great story and some great stories go on to become great brands, take Harry Potter for example. To build a good brand its important to first build a good story. So, what’s your story?
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