We’re in the age of automation. Everything that can be automated… will be automated. Autonomous cars and trains are coming; maybe someday we’ll have autonomous flights.
The ONLY thing that can’t automated and mechanized is… you. Being human. Your curiosity, compassion, and ability to collaborate with others. Your ability to tell stories.
(It makes for terrible but hilarious storytelling when computers try to “tell stories.”)
The best kind of story
Storytelling is as old as humanity. But the kind of storytelling we are used to today is relatively new. Back in medieval times and before (at least in Europe – I don’t know much storytelling history of other parts of the world), characters came in types. There were good guys and bad guys and divine intervention.
Now we’re used to complex, conflicted characters. Think about the books or movies you love. The characters change over time, right? Their motivations are emotional and confusing, just like your motivations.
How does this relate to marketing?
An honest marketing story
When we tell stories about ourselves, our clients, or our businesses, how can we make our characters relatable? It sounds obvious. But it can be tempting to tell glossy marketing stories.
It’s tempting to cast your client as the good guy, her problem as the bad guy, and your solution as the divine intervention that saved the day. And sometimes these “types” get the job done just fine.
But in reality, we have to change in order to find a solution to our problem. Why do we avoid finding solutions? Because we’re scared, uncertain, overconfident, etc. When we finally seek a solution, is it for logical, well-thought-out reasons? Inevitably, emotional reasons are there, too.
If we want to tell a relatable, realistic story that people will get on a gut level, we must be honest about conflict, emotions, and change.
Next time you and I tell a story for our business, I challenge us create complex, genuine characters. Let’s talk about the fear or guilt or shame. And the hope and excitement and joy. Let’s talk about the trial and error and learning.
This post is part of my 100 Blog Posts in 100 Days series. View the rest here.
