What Makes A Great Company Story?

Working with clients allows you to accumulate experience in small doses over a long period of time. Yet it can be difficult to distill all that experience into a great company story. Even when you have worked with a talented founder who has made a strong impression in their industry, it can be difficult to figure out what made their contribution so compelling.

Somerset Maugham, the British writer once known as the “most famous writer alive,” was often asked the question, what makes a good story? He responded by saying a good story must ‘interest’ the reader. Seems pretty basic doesn’t it? However, in the U.S. we’re a little more demonstrative. We like to think in terms of great stories, exciting movies and unbelievable products, etc.  So what makes a ‘great’ company story?

Great company stories don't require charismatic founders, but it can help.

Think about Steve Jobs and Apple Computer. What an unbelievable run! America’s top technology company (having finally supplanted Microsoft just last week). I recall purchasing the original Macintosh computer in 1985 as a young man, just a few months after its introduction. It was an obvious choice based on the machine, its POP displays and the friendly little screen with mouse and trash icon. The store’s staff downplayed it by saying I would feel ‘silly’ dragging a file to a little “cartoon trash can,” it was unbusinesslike, etc. Yet there’s such a great story here: Epoch making design and quality; a cult like following; a founder who leaves the company; the company in a sudden dramatic slide; the founder returns to an even greater success, etc. And, it’s all still going strong of course.

Dithering Over Details Can Make It Hard To Uncover The ‘Underlying Drama of The Brand’

As a creative marketing professional, I think it’s very much part of my job to find that story for each of our clients and help them work on it in their branding and marketing without allowing it to come across as self-serving, boring or egotistical. How to make the story memorable is also challenging. The raw material must be there, but the right solution may not be so obvious. The client may be inclined to downplay himself, or the product may need renewed positioning so the prospective customer can perceive it in dramatic terms. There’s literally  hundreds of issues that can arise. Clients often want to tone down the narrative and make it safe, universal or compliant, thereby turning a great story into something perfunctory or dull. Dithering over details can make it hard to uncover the ‘underlying drama of the brand.’

That last one is a paraphrase of Leo Burnett on advertising. As Leo inferred in his book, the underlying drama of a product, company or brand requires some digging and a little insight — if not some great streak of luck — because it takes a client with an open mind to let the story come out on its own terms.

One customer of ours is inherently interesting because of where he began in the U.S. aerospace industry. Mr. Egon Jaeggin helped in building the first hand held camera used in outer space. He has been active with prime contractors, such as Boeing and Lockheed Martin, over the past forty years. His firm Numerical Precision Inc., built the Mini Power Tool for NASA’s Hubble Space Telescope Upgrade Mission, completed last year. The Power Tool allowed the astronauts to remove fasteners in outer space that were never meant to be removed, all the while sustaining an astonishing range of temperature extremes.  The entire mission was so riveting (forgive the pun!) that a first rate film documentary is now touring through OmniMax Theaters and currently showing in Chicago. Mr. Jaeggin has shown the Power Tool to selected groups, from industry VIP’s to a local Veteran’s Group in his home town.  Yet, he always remains self-effacing in his comments. Never talking in a way that might over shadow or diminish the achievements of his client (a note of disclosure: we built and currently maintain their corporate website, email newsletter, and other marketing programs).

The Fundamental Truth

Despite his soft-spoken style, Mr. Jaeggin enjoys a world-wide reputation in his field. We have never burnished his firm’s reputation with hype. What his company does takes years of hard work to achieve. Which brings me to the core point of this post. You need to be connected firmly to a fundamental truth, one that naturally supports and underlies a strong product or service, in order to express the unique qualities of a great brand.

A great story sells itself. But it must be presented well, in a compelling way. And, it has to connect with people. I believe there’s almost always a good tale of innovation at the heart of every great entrepreneur, service concept or product that’s enjoyed continued success.

Perhaps you have something that comes to mind? A great product or service which you have observed in the making?

Please take a moment and reply to this post if  you will. We would love to hear your thoughts on the ‘underlying drama of the brand.’