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What’s Your Story? The Three Key Stories You Need

To Tell About Your Business by Don McGrath and Jim Grant

Have you ever heard that saying, From years of experience Your WHAT story should follow a
“facts tell, stories sell?” in speaking, branding, and pattern that is typically referred
marketing, we have uncovered to as The Hero’s Journey. The
Well, it’s true. the three key stories you need to Hero’s Journey goes like this.
tell about your business, and we
You’ve probably seen it. A speaker explain them below.  The hero faces a problem
gets on stage and proceeds to or opportunity
explain what they do and offer. The first story you need to  They go on a quest to
They describe the features and tell about your business is solve the problem
benefits of their wares. And in your WHAT story. This story  They struggle
the end, nobody buys their stuff. demonstrates what you do to  They gain special insight
The problem is that we make solve a customer’s problem  They make a plan
purchasing decisions based on or create a new possibility for  They take action
emotion, supported by facts, them. Your WHAT story is the  They find success
not the other way around. If the most fundamental story for your
speaker does not appeal to me business. Without it, you don’t
emotionally, chances are pretty have a business.
good that I’ll walk away empty-
handed.

Now, make me feel what it will be
like to have your product solve
my problem, and you got me.

The best way to stir emotions in
people toward winning them over
is to tell stories that demonstrate
how your product will make them
feel.

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