I don’t watch a lot of TV, except for hockey. I am usually a voracious reader, but I have to admit that I have become addicted to a couple shows that I stream on my iPad. I love Mad Men and its cinematography and I have become enthralled with a show called Breaking Bad. The basic premise of Breaking Bad is that of an unassuming science teacher who becomes stricken with lung cancer. In response, he decides to peddle drugs to finance his family’s future. Although the show is not for everyone, the story line is remarkable and has kept me engaged.
I have watched a ton of episodes and so I am compelled to look for some sort of lesson or analogy within the storyline. However, turning to a life of crime or hurting others doesn’t really seem like the right path for thoughtful business people. The lesson cannot be, “When things get tough, go sell methamphetamines”.
The lesson does not exist within the story. The lesson is the story. Think about the most compelling shows you watch or the most riveting books you have read. What do they all have in common? Most likely, they have held your attention, created emotion, and left you wanting more. In essence, they have entertained. I for one cannot wait until the next episode of Breaking Bad. I want to know what happens next and I want to see how the characters evolve. I gotta have more!
The power of a great story is enormous in this day and age. Regardless of your role within the organization, great marketers need to learn to tell stories about their people, products, and services. We need to develop strong complex characters that people want to know more about. We need to leave them hanging and wanting more. And we have to use twists and turns to keep prospective buyers engaged. We need to entertain.
It may sound a little odd that we should be focusing our efforts on telling stories rather than on promoting our products and services. However, you and I both know that today is different. People are busy and they don’t want to waste a lot of time listening to product pitches. They get it. They know what is available and in some cases the prospects are more informed than the sales people calling on them. They get the left-brain stuff that products and services represent. They want the right side of their brain stimulated. They want to think differently and they want to be entertained.
What’s your story and who wants to hear it? More importantly, do they want more?
All the best,
Mark Potter
@markricepotter