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Molding Your Company’s Story

Posted on: January 16th, 2015 by: Nick Abadie

Take it back to the basics to help your B2B company shape its story.

Let’s face it. Telling a compelling story to the marketplace can be challenging for any B2B company. Many brands struggle with creating stories out of projects and products that are often highly technical. But, no matter how technical your company’s product or service is, every company has a great story waiting to be told.

So, where can your company begin? Let’s take it back to the very basics. We all know that a story has a beginning, middle and end, but what else do storytellers need to create a compelling narrative for their audiences? From Goldilocks to Harry Potter, every story has these five components that tell a compelling narrative:

  1. Hero. Every story needs a hero. For an effective business story, that’s your audience.
  2. Conflict. It wouldn’t be a story without a challenge of some kind. Find the issue that your heroes care about.
  3. Change. Where do you come in? The change is the action that moves the plot along. Did your company come up with a groundbreaking new product? What was the pathway to that?
  4. Climax. This is where it all comes together. Did your team finally have a breakthrough?
  5. Resolution. What are the results of your story? Did you solve a problem?

This might sound good for fairytales, but where do B2B companies fit in? Take Trostel, for example. The manufacturer recently developed a groundbreaking rubber compound for commercial use and told that story to the marketplace. See how Trostel shaped their story around the 5 elements:

  1. The Hero: Consumers with front-loading washing machines.
  2. The Conflict: Front-loading washing machines have grown increasingly popular with consumers, but many users complain about mold and mildew developing on their door seals.
  3. The Change: Trostel developed an antifungal EPDM rubber compound that is safe, durable and fungus-resistant to help vanquish the mold conflict. The company then ran two different front-loading washing machines continuously over seven months to simulate a normal washing machine life cycle.
  4. The Climax: After the seven-month testing period, the seals showed no signs of mold, wear, leakage or objectionable odors. Additionally, the compound contained no heavy metals and is not carcinogenic, teratogenic or mutagenic.
  5. Resolution & Results: Trostel’s cross-functional team engineered a unique formulation for washing machines and other applications where mildew may be an issue. The total impact can benefit consumers of a wide variety of applications..

Using these five elements, Trostel molded a great success story together, and so can your company. Check out Trostel’s overall story, and find out more in our latest issue of Newsbreak.

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