What do I do? Everyday Business Stories

As an executive coach, my work with clients can be summarized in three key areas.

1) First, I teach clients how to listen

2) How to respond thoughtfully after listening.

3) How to speak in a storytelling format.

Storytelling

I want to elaborate on the 3rd part because I believe storytelling is skill anyone can develop on their own. In business, narratives vary across cultures and industries.

Yet, Joseph Campbell, an expert on compelling stories, found a common thread: the 'hero's journey.' Essentially, a hero faces a seemingly insurmountable challenge. A guide helps them embark on a transformative journey. This adventure leads to either victory or the prevention of a significant loss.

Just Do It the Nike Way:

Let’s apply this to Nike’s story: when Nike thinks about their customer, the problem isn't just about working out. It's about the customer's desire to be different. Nike positions itself as the guide that takes them into a world where each customer can uniquely express themselves. By joining the "Nike tribe," they win by becoming part of a unique community. If they don’t, they're just like anyone else who might use another brand, like Adidas. The same narrative applies to companies like Apple and Tesla.

So, how can you apply this framework to your business?

Start by asking yourself a few questions before crafting your story:

1. What does your customer want?

2. What problem are they experiencing?

3. Have you positioned yourself as their guide?

4. Have you provided them with a clear plan?

5. Have you called your customer to take action?

6. What are the consequences of not doing business with you, or what could their life look like after engaging with you?

Let’s apply this to my business, Turwa By Fadwa .

1. What does your customer want?

What my customers want is the tools, skills, and mindset necessary to make an impact in their roles as executives.

2. What problem are they experiencing?

The problem they face is that executives are often very busy, so they need to learn on the job rather than setting aside time to read books or attend classes.

3. Have you positioned yourself as their guide?

Now, I need to position myself as a subject matter expert, perhaps by building thought leadership online, doing podcasts, or any activity that can establish my expertise.

4. Have you provided them with a clear plan?

5. Have you called your customer to take action?

6. What are the consequences of not doing business with you, or what could their life look like after engaging with you?

I also need to create a product and a platform, like a website, where they can easily sign up and see exactly what benefits they will get from enrolling in our program, or what their life could look like afterward.

Once you answer these questions, you can start crafting your stories.

The more you practice, the better you will become at it.