The Desert of Arizona
Sunny 71 Degrees – 9:59 a.m.
Stories are powerful. But stories that don’t make sense confuse people. And confused people don’t take action. They just watch. Then they leave to search for a story that does make sense.
If you’re choosing to live in the land of the Incomparable Expert, then you can’t act like someone who is choosing to live in Vendor Land.
The land of the Incomparable Expert is full of one-of-a-kind treasures that are available in limited supply.
Vendor Land is full of semi-precious treasures that exist as one of a rather plentiful selection of choices.
You can’t charge like an Incomparable Expert in Vendor Land. You’ll be laughed out of town.
But if you charge like you’re living in Vendor Land and you’ve actually setup shop in the land of the Incomparable Expert, people will wonder what’s wrong with you and why your prices are so low. What’s the catch?
Stories that make sense are stories to which others can become attracted.
First, you want to have a story. A story about what it means to work with you or your organization. Do you have one?
Next, you want to make sure that story makes sense to the people who hear it and is relevant to the things things they care about.
Storytelling isn’t making things up, it’s deliberately choosing the role you choose to play in the lives of your prospective clients and customers.