The other morning, as I was getting ready to take my dog on her morning walk, I couldn't help but notice the feeling I had as I put on my favorite jacket. I've been a fan of Patagonia for many years now after being introduced to their products by my very outdoorsy and talented rock climber brother-in-law.
There’s no mistaking what Patagonia stands for. A quick scroll through their website or a walk through one of their stores and you know exactly what they're about. The story they tell is clear and remarkable. For the right people, of course. And everything they do, from product design and development, engaging newsletters, and amazing customer service, beautifully come together to amplify their story and take their customers on a journey worth talking about.
There will always be a million reasons to matter and ways to position our story to create the change we hope for. But we're better off leading or launching a product, service, or movement by leveraging a reason that resonates and brings value for a small group of people ready to listen to the story they already believe in.
Think about the brands you enjoy or leaders you respect. What is it about their story that resonate with you? How does it make you feel to be a part of that story?
Now think about the work you do.
How does the story you tell align with the work you do, the value you create, or the change you hope to make?
How does your story help build connection with your team or potential customer?
What's the story that's driving your colleagues or customers to get behind what you do?