NAILED IT
I just reposted something on LinkedIn… It’s an exceptional example of storytelling by Cinia. You can see their original post here, but don’t just zoom past it… Take a moment to reflect on what you feel.
Your first reaction might be something like ‘ it’s so simple… what’s the big deal’? Well… for one thing… you now know exactly why they exist (ie: what they do and why) and you learned that in seconds, and that’s a BIG DEAL. You also just decided whether you want to learn more about them. That happens unconsciously, but interestingly, your position isn’t actually about them, it’s about you. Specifically, it’s about whether or not the problem they are trying to solve matters to you. That’s the point. If people engage (or not) based on whether the enemy you’re trying to slay matters to them, you need a simple and compelling ‘Purpose Story’.
This specific example is so good that I thought it was worth unpacking (so I created this short video).
By the end of this 4 1/2 min. video, you’ll know exactly what a ‘Purpose Story’ is, why you need one, and how you can use it to convince the very best talent, investors and partners to help you bring your vision to life.
THE BACKSTORY
Helping companies simplify their story is a big part of our work. I'm not referring to the story they tell to sell product… I'm talking about the story they tell about why they exist at all. I'm talking about crafting a simple, compelling story on why people should help you bring your vision to life.
Who needs a purpose story? Well, if you are trying to attract top-tier talent, you do. If you are trying to convince investors to place a bet on your company, you do. If you're the underdog competing in a market full of established players, you do. Why? Because the best people actually care about making an impact, and if you can't convince them that you can help them move the needle on something they care about, you won't win.
The good news is that there is a way to do this… a proven approach for how to create a simple and compelling 'purpose / vision' story. The bad news is that it's hard work…. but it's worth it.
don’t have time to watch the video?
HERE’S THE PUNCHLINE
We are sharing this example because it:
a) is very well done (get's to the essence of why they exist in a simple, natural way)
b) demonstrates a practical way to share (feels natural because of the context setting)
c) follows a proven framework that you can use to create your own purpose/vision story
SO WHAT?
so… if you are on a mission to make the world a better place by solving a meaningful problem, you are going to convince people to help you (investors / talent / partners etc.). To do that, you need them to see what you see. To do that, you need to tell your story in the most compelling way possible.
The Good News… we show you exactly how to do that (and why) right here (2). This is the exact framework that Clinia used to craft their story and we know it will work for you too (because, we've used this approach to help hundreds of organizations tell their story in the most compelling way possible).
full disclosure… I have a long-standing working relationship with Clinia and I am a huge supporter of their work (because the problem they are trying to solve really matters) + I genuinely like and respect them as people.
(2) we would be happy to work with you and your leadership team if you want that.
