Among the variety of stories you can use to communicate with your customers and audiences, your “Why I do what I do” story is the one you simply must develop. When you communicate the “why” behind your business this establishes a powerful heart connection to others.
Now, more than ever, people (especially millennials) value knowing there’s a purpose behind your business.
Sure, you could have a one or two sentence statement or tagline about what I (or our business) care about and leave it at that.
I don’t think that works all that well because the listener would justifiably think “prove it.”
Communicating your Why via a more in depth story is a far more impactful way to reach your audience because:
1) We are wired for storytelling and it makes our brains happy.
2) Stories are focused on people and situations, not statements, things or data.
3) Storytelling is more heart-based and experiential.
Your Why story is crafted so that epiphanies (light-bulb moments/ah-hah’s) take center stage. What happened that led to the work you do now? What problems did you face and you came through it now equipped to help others facing similar situations?
Touch their hearts and their brains will follow. Your Why story is the way to get there.