Have you ever heard the phrase "different strokes for different folks?" Well, recently, I had a conversation with a marketing manager who believed this also applied to storytelling. He thought that he needed to create completely separate stories for investors and clients. As a storytelling expert, I was taken aback by this idea. To me, storytelling is storytelling is storytelling.
Storytelling is like gathering around a campfire. You have all your stakeholders there, some sitting closer and some further away, all listening in their own unique way. But despite these differences, everyone is hearing the same story.
Take successful companies like Apple, Columbia, and Israel Aerospace Industry - their stories all revolve around a singular theme, but they're not creating different versions for different audiences. Apple's story is all about creativity and non-conformity, Columbia's is about toughness and composure, and Israel Aerospace Industry's is about the intersection of courage and technology. At the end of the day, they all share one central story with everyone.
So when it comes to creating your own story, don't worry about creating different versions for different audiences. Instead, focus on one central story that will resonate with everyone important to you. By doing so, you'll be able to connect with them on a deeper level and create a sense of unity and purpose.
Storytelling is not about catering to different audiences with different stories. It's about creating one powerful story that everyone can relate to. So gather your stakeholders around that campfire and don’t be afraid to share your one, unique story.
