Memoirs are flying off shelves. Social networking sites are more popular than coffee shops. Reality TV continues to reel in giant audiences. We’re living in an era of revelation. People are longing to connect, identify, relate. Personal stories have always attracted audiences’ attention, but they seem to have more pull now than ever before.
As communicators we’re always in search of a compelling narrative, but sometimes when charged with telling a business story, we overlook the personal piece. Used strategically though, the human element can be one of our most powerful tools.
I was reminded of this recently when a client of ours, Lisa Welchman, shared a story about her childhood aspiration to become a dancer. Her instructor told her she’d never make it as a professional ballerina. She was devastated, but her father’s subsequent advice, “start your own dance company,” set her on the path to becoming a successful entrepreneur. We were moved by the story. Even though we were charged with promoting Lisa’s business – she’s a pioneer in web operations management, working on with clients like the U.N. and Harvard – we decided to spend some time pitching a profile. When the New York Times business section feature showcasing Lisa’s personal approach ran, we saw that the story resonated with readers as much as it had with us. People reached out to Lisa to tell her how inspired they were, and buzz about the article spread online.
When another client of ours was appointed to the CEO position at an advertising agency, her remarkable work-life juggle – she’s the mother of two young children (one with severe disabilities) – made her personal narrative irresistible. Who doesn’t want to know how a successful leader can manage all that? We discussed the approach with her and decided to pursue her story in the form of a personal essay. A moving, beautifully written piece in which she explores her struggles with compartmentalizing work and home life will publish on Babble later this month.
We desire to see others in an authentic way and we’re drawn to stories with a protagonist and an idiosyncratic human struggle. A person and their work are often inextricably linked, and a leader’s perspective and personal history runs through the spine of whatever they do. Lance Armstrong knows this. His memoirs further established him as an icon, extended his reach and helped turn his LiveStrong Foundation into a meaningful brand. President Obama too had more than one revealing book out as he began his meteoric rise. While personal revelation is often uncomfortable and is sometimes risky, the pay off – a human, memorable, relatable story – can be significant.
Great post. Yes, people are more interesting (and marketable) if they are characters and the way to make them characters is to tell a personal narrative.