Get yourself a problem!
Photo: Viktor1
Nobody likes problems. Well, almost nobody.
A storyteller without a problem is like a hammer without a nail. A shoelace without a shoe. A bat without a ball.
This is where many companies run into trouble. They want to tell you how great everything is: that life was good, and then their product made it great. The problem is...there’s no problem. And if you don’t have a problem, you don’t need a solution.
Notice that word: need.
If I want a solution, I don’t have a problem – I have an inconvenience. But if I need a solution, then odds are good I’ve got a real mess on my hands.
Pop quiz: which will buyers pay more for, something they want or something they need?
Bingo.
To tell an institutional story that makes a difference, there has to be a difference to make. And that means how things were – and how they end up – needs to be really different.
If your company leads people to lives of happiness, wealth, and hearty good health, then in your story they need to start out in a condition that is the opposite of those things. They can’t be mildly inconvenienced. They’ve got to be in it deep, and your company saves the day.
Easier said than done? Yes. Fortunately, help is at the ready when you email Rustle & Spark today.