I read an article this morning by self-mastery coach Connor Beaton who said that words in themselves are not as powerful, as much as the action it incites. Whether it’s the action it incites in yourself or in others.
As we’re still in breast cancer awareness month here in South Africa, I’d like to tell the story of how the words of a dear friend of mine, Shauna Arendse, who is a breast cancer survivor, incited in me a newfound appreciation for storytelling.
Her story goes a little something like this (my grossly summarised version):
Man, to tell you that I’m inspired by her story would be an understatement, and it’s not only because she’s my friend. But because in my line of work, communications, storytelling forms an integral part of our clients’ communications strategies.
The modern-day consumer is about more than just buying a service or product. They want to spend their money where there are shared values, and this is only determined when they have a resonance with your brand. They want to connect with the brand and that connection is what fosters loyalty.
Above all, what Shauna’s story has taught me that without authenticity, your story won’t have an impact. What’s your story?
