Got strategy? Try story telling.

April 30, 2015

A brilliant strategy fails to resonate with the client, in spite of your diligence, analysis and expertise. Why?  

A recent post from Bilal Jaffery spoke to the importance of story telling. Once upon a timeMost marketers, he says, are shouting, not empathizing. Business storytelling misses the point. Messages that are communicated are more reflective of internal process, and fail to capture the hearts and minds of the buyer (client).

While that post was aimed at marketing communicators, the applicability to business strategy was immediately apparent. Timely too – given a recent experience delivering a cleverly crafted, well researched strategy that utilized core work methods and utterly failed to resonate with the client. Ugh! 

Did the client miss the plot? Was it over their heads? Did they not pay attention?  

Maybe. A more likely scenario is that the strategy didn’t tell a story that was client centric. The client couldn’t see themselves in the message. They couldn’t see how it would improve their day to day efforts. Greatness was shouted but empathy for their circumstances was missing. Why should they care about ‘core’ work methods?

If I think about leaders that have most captured my imagination, they have had something in common: story telling. They were communicators with an ability to deliver the dull corporate strategy (think monthly town hall meeting) in a compelling, engaging way. They put their message into a context that I cared about, more importantly they told me why in a way that mattered to me.

It’s worth noting that this concept is also at the core of Simon Sinek’s work “Start with Why”. Too often we lose the plot by being too caught up in what we do or how we do it. We don’t get to the why – ours, or the client’s. 

The moral of this story: if you want the client to ‘get’ your strategy, put it in a story they want to hear. Leave your brilliance for the epilogue!