Telling a shallow Why story falls short of hitting the mark. First, in convincing clients to initially do business with you. Then, in assuring clients about the value of continuing to do business with you. Finally, in attracting employees, with solid and deep professional stories, to work for you.
Telling shallow stories does not fool anybody. Over time, shallow storytelling negatively impacts professional credibility, workforce and client continuity. Ultimately, shallow stories fuel skepticism about you and your company.
Let’s explore together, shall we?
First, a shallow Why story does not anticipate and address the voiced and unvoiced questions that clients and employees have about you and your organization.
For starters, you simply do not provide enough depth and breadth for your story to be credible. Consider whether there are gaps in transition from one talking point to another. Or, lack of data or expertise to substantiate the claims you make about your company’s capabilities and your own capabilities. Then, your story can sound a lot like a competitor’s story.
All in all, prospective, and current, clients and employees become skeptical about the integrity of the shallow story you tell.
Next, a shallow Why story continuously shifts, depending on to whom you are speaking.
For some reason, you perceive that continuously changing your story better aligns you with that client’s or employee’s needs. As a result, you try to be all things to all people. Which is why your client base and employees are in a continuous state of churn. Because their original reason for doing business with you, or working for you, is not continuously represented by you or your organization.
A shallow Why story raises a red flag of skepticism to clients and employees. After all, if you are not committed to the continuity of your own story, why should they be?
Is it time to take action and create a deeper and convincing company story to tell? A professional story? A story based on reality? And, one you will remain committed to, and believe in, over time? Then click on this link and let’s get started!
Babette Ten Haken’s One Millimeter Mindset® Storytelling Speaking Programs leverage storytelling for STEM professionals and left brain thinkers to catalyze employee and customer success and retention. Find out more about Babette’s professional story here. Babette is a member of SME, ASQ, SHRM and the National Speakers Association. Her playbook of communication hacks, Do YOU Mean Business? is available on Amazon.com. Contact Babette here.
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