A story approach supports values-driven marketing – that is, it comes from your most deeply held values and goes to those same values in your audience. To be sure, it narrows the playing field. But it also attracts people, companies, and organizations with whom you can do your best work, who will derive the most value and benefit from it, and who will be your best word-of-mouth sales agents.
Story-making happens not through analyzing metrics or following one-size-fits-all guidelines. It happens through asking qualitative questions about your specific offering that trigger sensory and emotional responses. This emotional engagement is what gives story its unique power to access deeper information, connect you to your generative qualities of passion and imagination, and activate these same qualities in your audience. A good story well told ignites new possibilities in everyone.
Here's a list of questions that will guide you to a values-driven strategy for growing your business. If you take the time to write out this exercise, you will train your brain to recognize the pieces of your vision when they show up, so that you can pull them together into a concrete reality.
In this approach, we start with the happy ending and work backwards.
"The journey of a thousand miles begins with a single step." -- Lao Tzu
To read about one business woman who found an inspired business vision in her back story, take a look at my June blog: "Back to the Future: How to Find a New Vision in Your Back Story."