Text exchange between me and “Boris” (name changed to protect the innocent):
Me: Ok, when r u leaving?
Boris: Don’t know. They lost a needle. We have to wait for the radiologist to read the x-rays.
Me: WHAT?! (In my head I was thinking of an entire syringe because I was interpreting this word in Chinese, and in Chinese, “needle” and “syringe” are the same word.) How the hell do you lose a needle inside a patient?
Boris: It happens all the time.
Me: You guys lose a needle in a patient ALL THE TIME?!
Boris: Among other things.
Me: Like what?
Boris: The usual … surgical stuff like forceps, scissors, swabs, sponges, clamps and pliers. That sort of thing. That’s why there’s a scrub nurse to keep track and count all the surgical instruments.
This is completely true … with a bit of artistic license.
Your are in the Storytelling Business
Check out the following TED talk by filmmaker Andrew Stanton. If you don’t have time to view the whole thing, then just watch the first 1:10. But you should really watch the whole thing.
Be warned, however, that 1:08-1:10 is not suitable for work. A measly 2 seconds and 5 words. This is the power of storytelling.
The children’s television host, Mr. Rogers, always carried in his wallet a quote from a social worker that says “Frankly, there isn’t someone you couldn’t learn to love if you listen to their story.” – Filmmaker Andrew Stanton
Whatever business you’re in (software development, business consulting, personal coaching), see yourself as a filmmaker telling a story about your product … your service … and about YOU, the brand.
What is your story?
What story does your product/service tell?
How does your story differ from your competitors?
Why should potential customers care?
Do you know how to attract customers who care?
Answering these questions will go a long way in helping you differentiate from the competition.
Remember: Your goal is to make them care.
Because when they care, they buy.