What emotion do you want your customers to feel?

What makes a TV show, movie, or Broadway show interesting?

A problem. 

That’s right. You will NOT enjoy a story unless there is a problem to be solved.

The original Law & Order always started with a murder. Tommy Boy began with his dad’s death and evolved into a company crisis. Come From Away started with stranded passengers. 

Problems drive compelling stories.

But it goes one step further. 

Solving the problem is ultimately about the emotion on the other side of the solution.

Tommy saves the company. The factory erupts in jubilation because their families will have food (peace & security), and Tommy is no longer a bumbling idiot (pride & satisfaction). 

In your business, applying a STORY LENS forces you to identify the problem that you solve and the emotion it evokes in the customer.

For example, our dishwasher broke on Easter Sunday. Since I am mechanically inclined, I typically fix my appliances, but I was running short on time. So, I grudgingly called a repair company. They diagnosed and solved the problem.

The dishwasher repair delivered relief and freedom (emotions). Our dishes are cleaned with little effort (relief), and we have more time for other things (freedom). 

As you process your business through a STORY LENS think about the emotions that you want to deliver to your customers. 

One of the simplest ways to do this is complete this simple sentence:

Our business exists to ______________ (problem that you solve), SO THAT our customers feel _____________________ (emotion that you want them to experience).

Stories are the language of our lives, and you must figure out how your business, product, or service fits within the story of your customers.

Thanks for being a leader worth following, 

Brian Rutherford,
Director of Content & Product Strategy


Brian Rutherford

Brian Rutherford is Director of Content and Product Strategy for Leadercast. Brian has been telling stories professionally for twenty-five years. Stories that inspire people to see themselves and the world differently. Stories that challenge people to take meaningful action in the world.

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