The Grass Story

Not waiting for my lawn guy to show up anymore. Weather changes, schedule changes and just plain 'ole changes has my grass flirting with unkept. I made a decision. Purchase my own mower and do it myself.

Searching online, I quickly learned that lawn care has become a lifestyle industry like Moroccan lotion and baby-strollers with miniature televisions for newborns already needing an escape. I learned more than I wanted to about blades, width of cut, gas-powered, electric powered. I mean, there is even a Tesla of lawnmowers. It was a lot, but I decided on a particular push mower, and it is made by EGO.

Now, the interesting thing about this brand, with whom I have no association other than being a customer, is their name. I'm walking down the aisle looking at Granger, John Deere, RYOBI, Troy-Bilt, and many more, but those were brands, great brands, but they weren't stories.

When companies have similar customer reviews, similar prices and functionality, how does one decide? Yes, and here it is again, we decide based on the stories told or the stories implied.

Because of clever logo design, and the downplay of the psychological upsell of purchasing EGO, one may not necessarily connect with what the brand is actually selling you. You think you are buying a lawnmower, when you are actually buying yourself, your confidence and your pride. Again, this is tucked so nicely underneath, one may even believe it is a stretch to make such a connection to character. Ok, well, here's a question.

If you want your grass to look incredible, would you be as willing to purchase a lawn mower called "Humility?" The greatest stories don't tell theirs; they tell yours. By naming their product EGO, they, in one word, spoke to the look of your grass, and the confidence of the one about to cut it, all under they guise of (E=Electric and GO=Motivating Directive).

Think about your story. Telling a great one doesn't require a lot of words, just the right ones.

____

Scan the QR code below to reserve your seat today for the #1 Story Workshop in America, "How to Build a Story" with Dennis Ross.

Dennis will be live online September 19, 21 and 23 from 12 pm - 2pm EST

Limited Seating. Reserve your seat today.