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Every story has a beginning, middle and an end. So, too, do companies and products. Today, I want to talk about the beginning.
In storytelling lingo, the beginning is often called the “catalyst” or the “inciting incident”. It is the big bang, the moment the protagonist loses his job, the death of the beloved king. It is the moment that brings about monumental change to which we as readers can often relate at a personal level.
In company and product parlance, the catalyst is that place where your brand first started talking shape. And, for consumers, it is often that place that explains why companies are doing what they are doing in the first place. In other words, it gives the rest of the “story” meaning and purpose.
Here are some great examples of company catalysts: (more…)
Recently I walked into a clothing store, and noticed a cool t-shirt hanging on the rack. The front of the shirt was emblazoned with a gopher with wings. As I bent in for a closer look, the salesman piped up: “Do you know the story about our brand?”
Have you ever heard something that makes you stop?