4 Ways to Make Your Company Story Stand Out

You’ve launched your startup, but how do you inspire investors, employees and customers with a story that captures your company spirit?

Did you know the term “disruption” was popularized by one of the most influential business books of the 20th century — “The Innovators Dilemma,” by Harvard Business School professor Clayton Christensen?

Following up on this success, his next book covered the subject of outcome-driven innovation. Though a complex subject, Christensen explains how it works with a short story on how he helped McDonalds sell more milkshakes.

As the story goes… McDonalds wanted to sell more milkshakes and had conducted focus groups on their milkshake buyers without much success. They hired Christensen, who had a colleague stand outside a McDonalds and track everyone who bought a milkshake.

What they learned, was that 50% of the milkshakes were sold before 8:30 in the morning. Then, they started asking the milkshake buyers a very strange question. ”What job are you hiring that milkshake to do?”

As it turned out, most people had a long boring drive to work. So more than just breakfast, the job they were hiring the milkshake to do was to keep to them awake on their way to work.

A milkshake was perfect for the job since it takes around 23 minutes to slurp a milkshake up through the thin straw they give you at McDonalds. Once McDonald’s knew this, they could take steps to increase their milkshake sales, like offering pre-paid swipe cards.

The hidden genius of this story is that it sums up a complex business concept that’s based on 20 years of research — in less than a minute. Now, instead of being called outcome-driven innovation, it’s known as the “jobs to be done” theory and can it be easily remembered or shared. The point is, never underestimate the power of a good business story, especially when telling your own company story.

4 Ways to Stand Out in an Overcrowded Marketplace

Digital experts estimate that Americans are exposed to 4,000 to 10,000 advertisements a day. So, it’s not enough to have a great story, it must stand out in an ever-growing and ever-changing online marketplace.

If you’re like most people, your mind automatically ranks the marketing messages you encounter in order of importance. But you’re probably only able to remember the top few brands in any given category. The rest are tossed into your mental trash bin.

“Good marketing is good storytelling” — Jack Trout, Author of Positioning: The Battle for Your Mind

If your story doesn’t stick, your marketing may be doomed and your business along with it. In his book “Differentiate or Die,” Jack Trout describes fours steps to creating a story that stands out in a sea of mediocrity.

Step 1. Make Sense in Context

Every business always has competitors. Yours too. This is true even if there are no other products like yours in the market. Then your competitor is the status quo. In other words, instead of hiring you your potential customers decide to do nothing.

To avoid this you must understand what perceptions exist in the market and whether the timing is right for your differentiating idea. Your product must make sense within context of the situation or environment where it will be used.

Step 2. Find Your Differentiating Idea

Most companies focus solely on their product, but there are many ways to differentiate. Trout believed the best way was to be ranked first. That is, to be first to the market with your product by inventing a new category.

The next best strategy is to own an attribute or special feature, like Microsoft Windows. Although if you don’t own a patent, there’s always the risk you could be copied. If you can’t be first or patent your product, Trout suggests other effective strategies like having an area of specialization, a proud heritage, being the popular choice, having a unique process, being the trendiest or the hottest.

Step 3. Have the Credentials

Customers need a logical reason to choose your brand. Without proof, your unique difference may sound like puffery. Your proof doesn’t have to be complicated, though.

Something as simple as watching a live product demonstration on how your product works can be proof. Other belief builders could include case studies, certifications, titles, achievements, historical facts or other claims.

Step 4. Communicate Your Difference

While you may have a great differentiating idea, people are still bombarded with messages, both online and off. An idea alone won’t get you too far.

You must generate top of mind awareness with cumulative marketing and advertising. This means sending the right marketing messages through the right channels to the right audiences — over time.

NEXT: How to Tell Your Company Story with Passion and Purpose

About the Author

Derek Little is a Copywriter and company story coach. He interviews today’s most inspired entrepreneurs to help them discover their company story. What’s yours? Contact Derek at derek@trailblazerwriting.com