While stories give a framework or environment for what you are trying to communicate, messages are clear, specific thoughts on what you are seeking to deliver.
What makes your story interesting to others is the picture you paint about what the future looks like when you succeed. Your messaging makes it clear what’s in it for the rest of us when you do. To sum up, stories give context while messages provide a conclusion.
Appropriate messaging is needed to support your storytelling. If you’re interested in learning more about the difference between your story and your messaging, reach out and schedule a 15 minute phone call.
What evolutionary purpose does storytelling provide that has helped humans survive and thrive on Earth?
The survival mechanism that stories provide is as a delivery system for meaning. What does it mean to be human according to your tribe? And how to live those shared values. Humans needed cooperation, tom live in family and tribal groups, to survive. Stories showed how. Stories helped humans to survive.
Pre-history, humans looked at the sky with awe and wonder and made meaning from the stars. Connected them into the shape of animals and archetypes, and gave us mythology.
Mythology is the most powerful form of storytelling.
American mythogy is compelling. George Washington, father of our country, could not tell a lie. Abraham Lincoln, as a clerk, walked for miles to give a customer her change, a single penny. And the frontier, and the wild west, and world wars, and industry! We explore, we extract, we erect!
The earliest humans looked to the sky. Today we look at our phones.
Once you realize our mythology no longer protects us from danger or holds us together, we then look elsewhere. We find meaning in nature. We make meaning in small gestures of kindness to each other. And many, according to box office numbers, look to MARVEL. Yes, the comics. Larger than life characters, fighting epic battles, overcoming enormous obstacles, for the highest stakes imaginable. Avengers: Engame had us looking up into the big screen cosmos and asking the same question that our ancestors asked staring at the Milky Way–what makes being human worth the struggle and the loss?
What’s you story? Is it clear what you stand for? Are the stakes high enough? While human civilizations are much advanced, humans remain tribal.
If you don’t know what your story is or if it connects, let’s talk. Your ability to be inspirational, or even memorable to your clients or donors might hinge on it.
The American story is being rewritten as we speak. Change your story before the story changes you.
A nonprofit agency was struggling to make stories out of data they they captured for their annual impact assessment report. One statistic–1 in 5 children can’t read–was the basis of a story they wanted me to help them with.
Statistics need context. A story needs a protagonist. When in doubt, or as a story prompt, try the journalistic, WHO, WHAT, WHEN, WHERE, and WHY.
Sally came home crying when her friends at school made fun of her because she can’t read.
There was more to weaving data into story for this agency, of course, but you get the idea. A story, especially a nonprofit story, is best told from the point of view of those you serve. If you’re not sure why this matters or how to accomplish this let’s meet for coffee or chat by phone.
Communication takes place within the other person.
If the seat of the stool is the story about the difference you make in the world, what are its three supporting legs? One would be your higher purpose. What drives you besides making money? Another would be your vision. What does the world look like when you succeed? The third would be your mission. If your vision paints a picture of a better future state, what are the beliefs and values that guide you there?
Many organization, especially non-profits, rely on mission statements alone. Most of them read like a list of the services they provide with some human resources compliance issues having to do with diversity and community bolted on. Many business mission statements play it safe and come off generic by promising value, a commitment to service and quality, and so on. Things everyone promises. As for higher purpose, that doesn’t even occur to most. Yet, it is an important differentiator to most buyers. Your higher purpose may not even reside in the realm “business” but be something more aspirational or even spiritual. While you may not share it publicly you need to know it, internalize it, and figure out how to imply and signify it.
If this piques your interest and you like to learn more about how to find and articulate your higher purpose and why that matters, coffee is on me.
Branding is like gardening. Find fertile ground, your ground truth, or your higher purpose besides making money. Sometimes you have to amend the soil. In addition to your higher purpose might be a premise or worldview. Plant seeds. This is like your vision of what the world looks like when you succeed. Once the seed is planted, or the vision declared boldly, you’re all in. Tend the garden. Water lovingly and weed ruthlessly and relentlessly. Affirm what supports your purpose and let go of what doesn’t no matter how “business as usual” that may be. Attract pollinators, people who share your values and worldview. Wonderful. Now, reap what you sow.
My goal with 5 Questions That Matter is to create a bridge between the up and coming cultural creatives and entrepreneurs driving the Baltimore Renaissance and established leaders who have made an impact in the world. We have much to learn from each other.
This week we’re talking to Paul Wolman, CEO at Feats Inc., Board Chair of the Greater Baltimore Committee’s LEADERship Program, and Adjunct Faculty at Maryland Institute College of Art.
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