• Frederic Peyrot

A Good Story

Best products don’t necessarily win the market… But best stories generally do.

That is why the local bistro with authentic food is struggling more than the chain restaurant with a name people already know.

That is why BlueRays won the battle over HD DVDs, although the latter was technically superior.

Purchase decisions are not rational. People hardly have the time to consider all the factors, let alone know which factors to consider in the first place.

So they rely on the stories brands tell them.

“I am old and big, so you can trust me.” (Traditional banks or Consulting Companies)

“If you don’t join the party now, you’re going to miss out, like you did with other social networks” (Clubhouse)

“Champions chose us, and you can become one if you do too” (Nike)

In the same way, you can obsess about building the best product or delivering the best service, but if you don’t have a good story to tell, people we never have a chance to know that.

A good story should be:

  • Authentic: real, not made up.

  • Focused: usually on one single important thing.

  • Unique: people can tell that story apart from your competitors.

  • Relatable: people should care.

So what’s your story?


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