Alex mentions that the two stories (the company story and the customer story) will be significantly different, even though they are describing the same business, because they are for different audiences.
Alex goes into how important it is to stay in touch with what you want to change about the world. Your strategy will largely flow from that, and it will change as you learn more about the market.
Alex goes into the internal story that you tell to your employees, partners, investors, etc. It will come from the same bigger picture that your customer story does, but it will be reframed for internal consumption.
Alex goes into how he got started in the strategy business, and how he realized how thoroughly-done it was, yet he was able to bring something new to it.
Your strategy is important, but sometimes even the best ones are crazy simple. So your success is not going to be based so much on how special your strategy is, but on how well you communicate it to your employees and your customer base.
Alex gives an example of what the customer story might be like, using IKEA as an example. Note that this is not necessarily the story IKEA uses, we’re just using IKEA as an example. However, IKEA, if you decide to use this, please contact me for bank information...
And in this one, Alex gives us an example of what a company story might sound like, using IKEA as an example. And again, note that this is not necessarily IKEA’s story, it’s just us imagining what IKEA’s story might be like. IKEA, if you decide to...
The customer story and the company story are pretty easy to write if you have something to say, but virtually impossible to write if you have nothing to say. In this short, Alex Smith goes into why so many companies don’t have these stories. And yes, you guessed...
Who would have thought Dolly Parton was a strategy expert? According to her: “Find out who you are and do it on purpose.” Alex Smith goes into what most people do instead.
If you don’t have a strategy and the two stories, all you are left with is hustle. In other words, “a world of hurt.” In this short, Alex Smith goes into how that is.
In this short from The White Rabbit podcast, Alex M H Smith uses “Q” in the James Bond movies as an example of how much of you should be in the stories you tell your customers.
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