Story Orientation

There are times when the orientation matters more than the content. But all too often, the easy path wins at the expense of the better outcome.

A story about the brand, product or service can be oriented in one of two ways:

Inward story - which I define as ‘all about you’

Outward story - which is what’s in this for the audience - ‘Why should they care?’

Inward stories are easy to create but far less effective.

They capture things like the company's age, where it started, who works there, and their fancy titles. They also include lists of what the company makes, its services and product features, and probably some abstract names for the unique processes, widgets, and gadgets.

It’s the content of most websites, brochures, credential decks, and, sadly, too many pitch documents.

Outward stories often carry the same content, but the difference is that they are oriented to serve the needs of a specific audience and focus on a problem that needs solving.

This subtle shift is transformative. It moves from rational information sharing to establishing the basis for the critical value exchange needed to rise above mere price comparisons.

It's a shift that's not just beneficial but also necessary. It can be the difference between winning and losing, and it's crucial for staying competitive in today's market.