How does a century-old corporation capture what it has accomplished? With a storyteller, of course! That’s why this Midweek Motivation goes out to the storytellers and those who let us tell their stories.
ICYMI: The Wall Street Journal recently reported companies are desperately seeking “storytellers” to help brands emotionally connect with customers.
According to WSJ:
🌟 In the job context, “storyteller” is like the “rockstar” of what was once known as “media relations manager.”
🌟 The number of job listings on LinkedIn that included “storyteller” doubled over the year leading up to Nov. 26.
But as Ann Handley posted, “Good writers have *always* been storytellers.”
“Storytelling is not a vertical. It’s a horizontal. It improves EVERYTHING about your communication,” stated Jay Acunzo.
My career and business have been built on talking with and telling the stories of those behind the brands — the often-forgotten faces with stories that highlight the meaning and why behind the brand.
Does it take more time? Yes.
Is it worth it? Always.
One of my favorite stories comes from writing a historical perspective for the Fortune 200 company Parker Hannifin. A book celebrating 50 years of stories from over 70 global interviewees who created the hose and fitting technology essential for today’s motion and control industry.
To help tell the story, it was Parker’s President and CEO, Don Washkewicz, who said, “Beth, you have to talk to Bill Currie.”
Bill had helped develop the atom bomb before coming to Parker and was the mastermind behind a key piece of technology that would drive the corporation’s global growth.
Once I found Bill, I was disappointed to hear he was unable to speak with me due to dementia. But his wife, Kathleen, age 92 and facing pancreatic cancer, was eager to share everything about Bill’s work at Parker.
As I sat with Kathleen and Bill’s family and piles of declassified documents from the atom bomb’s beginnings and original patent drawings around us, I had a conversation that helped me tell the Parker story — one I, and many others, will now never forget.
So, take the time. Ask the questions. Listen.
And tell the stories that make the difference.
Cheers to you, my fellow storytellers! 👏
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