Not every brand has a story to tell. A story that is meaningful. That is powerful. That stirs something in us.
A story is hardly another word for advertising, op-ed, a post or ‘content.’ A story is more timeless. More enduring. It transcends the medium.
When our grandma tells us stories, the stories capture our imagination. Inspire us. Or expound a value. Sometimes they just entertain us. But what the stories never do is leave us disinterested.
That is why storytelling involves craft. Craft just as important as the story to be told.
That is why understanding the audience is important. Why she gauges our mood first. Why she always seems to know the stories to tell.
It’s also why she never uses big words.
That’s why not everyone can be a great storyteller.
Motivational speakers tell us we can be anything we want. I disagree. I’ve tried to be Bruce Wayne. But The Joker couldn’t stop laughing. I can’t ride a bicycle to get away from a snail. Some things are just gifts.
Sure, rough gift or talent can be honed. But there must first be the gift.
Maybe if every brand looked deeply, they could find a story to tell. But then, they’ll need a storyteller to spot it and tell it.
Here’s to all masters of their craft. To everyone up all night honing ingot into Excalibur.