Everyone in your organization already knows how Story works.  Here are some reminders that deliver the power of Story.

Your Very Best Story
Discovering and Creating the most Uniquely Significant promises your organization can Perform for Particularly Important Audiences, using Dramatic Amplification for Dramatic Results. 

Particularly Important Audiences
Storytellers aspire to intimacy with their audiences. It is very useful to think of your marketplace as clusters of Audiences, each with distinct interests, whose attention you must earn by respecting them, whose understanding you can only cultivate over time, who want you to engage them through the proper use of Drama to entertain and inform them, and with whom the most intimate relationships are allowed and are worth working towards.   

Some Audiences are more important than others, and the more you focus on the specific needs of a Particularly Important Audience—when, for instance, you are committed to understanding and completing their Very Best Story for them—the more likely you will find an intimate relationship of service to them.

Unique Significance
Your Particularly Important Audiences have needs and dreams.  What does your organization love doing that matches up with those needs and dreams, that accomplishes something for them that is vital to their aspirations, that delights them, and that they can’t get anywhere else?  Discover it, Create more of it, and stage Performances where your Unique Significance can be Dramatically Amplified.

Dramatic Results require Dramatic Amplification
When your organization’s goal is explosive transformative growth, Amplification of your market campaigning investment is required: there is a physics operating that can’t be denied.  You’ll need to spend a lot of money to Amplify, or you’ll need to apply the Amplifying leverage of Drama as an input.  Your Very Best Story Amplifies that Drama to create Dramatic Results.    

Inches and Minutes
Powerful growth occurs when an organization accomplishes successes in the day in and the day out, when it rises to the challenge of offering special Performances with Each Inch and Every Minute.  This is only possible when Your Very Best Story guides, shapes, and informs the Performance of the members of your organization, when your story is so widely accepted you can picture that a story teller sits on everyone’s shoulder and whispers in employees ears the values and ambitions captured in Your Very Best Story as they help solve customers’ concerns or distributors demands. 

The Authority of Intimacy 
Stories build intimacy between the storyteller and Audience, and that intimacy shapes the trust and loyalty that fuels great market ownership.  The most effective Authority is that which is granted, gladly, and the more Intimate an organization is with the marketplace the more likely it can assume Authority. 

Keep it Refreshed
You should take advantage of Story’s momentum by keeping Your Very Best Story fresh and regularly refreshed.  ‘To be continued’ is one of the most effective story telling devices, and you should use media that can be easily updated.  For instance to the smallest print run of your collateral so that it can be updated to more accurately reflect next year’s Aspirations rather than last year’s images.  

Delighting Audiences
Audiences like to be flattered, but they don’t like to be pandered to.  They like messages that are clear but they also like to be teased.  They like tension, they like suspense, they like clever denouement.   
 
Market Campaigning
You need to move your Particularly Important Audiences and that takes a continual and constant effort.  Market Campaigning is active, directed to a purpose, and much more powerful than the static notion of Marketing Campaigns.