The best part of writing for this blog is getting to talk to lots of successful business owners. Recently, I was reflecting on the companies who really capture my imagination and heart. They have in common an important ingredient for successful companies, large and small. It’s not nice packaging or a good product at a good price or passion or exceptional service — although those things are all important. It’s that they all have a company story, told well.
I’ve already mentioned some of these companies in previous posts. There was Vineyard Vines, which was started by two brothers who sold ties out of the back of a station wagon in Nantucket, and there was Sweetgreen, which was started by three college friends who craved quick, healthful food near campus. Big brands recognize the power of a story as well. This past holiday season, Whole Foods grocery bags were printed with “Every Meal Has a Story. Celebrate Yours.” Starbucks offered point-of-purchase material that read “Share a cup, share a story” and bags that read “Stories are gifts. Share.”
To read the full, original article click on this link: Trying to Connect With Customers? Tell a Story - NYTimes.com
Author: MP MUELLER
