Ecouragement: Tell Your Story
“Hucksters tell great stories. Leaders tell their stories.” The Leaders Voice
We were on a family vacation one summer in Vermont. The kids were young, so we decided to stop at the iconic Ben & Jerry’s corporate headquarters on our return trip. This was the proverbial “win-win,” as the children would get free ice cream while I’d get a close look at a highly-successful business model. We’d all be delighted.
Until this point, I had never purchased a Ben & Jerry’s product. “Too expensive,” I’d always mutter, passing it in the ice cream aisle at the supermarket. We pulled up to the Ben & Jerry’s factory and guided the excited children through the parking lot towards the “Tour Entrance” sign.
After paying our admission fee, we mingled around a gift shop before hearing the cowbell announce our tour departure. The tour was insightful, entertaining, thought-provoking, and educational. Employees on the production floor below us stopped and waved as we walked on by. We finished by sampling some free ice cream flavors and hanging out in a children’s play area. What fun to experience the joy on my daughters’ faces as Cherry Garcia, Chunky Monkey, and Cake Batter flavored ice cream dripped off their chins. That might have been the moment they became life-long loyal consumers of Ben and Jerry’s.
For me, what the company did best that day was tell their story. The tour was really about understanding who Ben and Jerry were. They were common, everyday people like us. We learned about where they grew up, their personal values, and how they intended to keep their company aligned with those values. Their story was simple and powerful, and I became a believer.
After that visit, I too was a loyal customer of Ben & Jerry’s ice cream. I no longer felt that it was over-priced because I wasn’t just buying ice cream; I was supporting my belief in their story. These two guys morphed from slick marketing images into real-life people. People like me that I could relate to. Since business is about people and relationships, I felt connected to their product in a way that I didn’t feel connected to Haagen Dazs or Breyers. And all of that happened through the power of story.
As engaging leaders it takes courage to tell your story. Stories allow your followers to better understand who you are and what has shaped you. Your best stories come from everyday life. They take the form of lessons you’ve learned growing up. They sound like accomplishments you’ve achieved throughout your life. They are the challenges you’ve faced and overcome. They can be the joys or sorrows you’ve experienced. Stories are about you, your journey, and your beliefs.
Give your story some attention. Have the courage to speak and write about it. What’s the story behind your journey? Your common, everyday story will end up inspiring others to be loyal followers because they’ll understand where you’ve come from, who you are, and where you’re headed.