This is the brilliant article by Jim Blasingame. He is one of the world’s leading experts on small business and entrepreneurship. He is the creator and award-winning host of the nationally syndicated radio program, The Small Business Advocate® Show.  In addition to his weekly columns, Jim is the author of two books; Small Business is like a Bunch of Bananas and Three Minutes to Success.

Use the Power of Storytelling to Grow Your Small Business

Cogito ergo sum. French philosopher Rene Descartes suggested this concept in 1637, which translates to “I think, consequently I am.” Certainly the power of abstract idea is what separates people from various other pets.

Anthropologists now think Homo sapiens succeeded, unlike other participants of the genus Homo, Neanderthals and Cro-Magnon for instance, because our brains had a greater ability for speech and language. Today Descartes might have tweaked his philosophy to “I believe and talk, as a result I am.”.

In Wealth of Nations, Adam Smith proposed the written word as one of the three terrific human innovations. But long before people were composing we were informing tales. And these tales– told, remembered and retold over millennia– came to be the headwaters of human advancement. We people enjoy to inform stories nearly as long as we love to hear them.
Another thing that’s more mature compared to writing is the industry. Long prior to Madison Avenue advertisement duplicate, merchants were verbalizing the worth and advantages of their products. Definitely early company storytelling was the origin of modern-day marketing skills.

In 1965, Intel co-founder Gordon Moore made an observation that became Moore’s Law: “Computer handling power doubles every two years.” However in his 1982 watershed manual Megatrends, futurist John Naisbitt postured this paradoxical prediction: “The additional advanced we develop, the more higher touch we will wish.”.

So exactly what does all of this mean? It indicates that in a time of swiftly compounding technology generations, the most successful companies will consistently provide high touch to customers with one of our oldest traits– the informing of a story. Here is Blasingame’s Three Cs of Business Storytelling:.

Connect– Use stories to link with customers and transform them into clients.

Transmit– Use stories to convey your knowledge, significance, mankind and values.

Develop– Use tales to develop client memories that compel them to come back.

Storytelling is humanity in words. And because small companies are the face and voice of mankind in the marketplace, we have a huge benefit in the Age of the Customer. No market sector can perform the Three Cs of Business Storytelling to stimulate powerful human feelings greater than small companies.

And despite exactly how they’re delivered, tales don’t have to be long. I simply informed you five different ones in the very first one-half of this write-up.

Compose this on a stone … The Holy Grail of storytelling is when another person tells your business’s story to others.

Forbes.com

April 22, 2013

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