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The story of your business - Champers Advisory Masterclass 3


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How are stories told today and what role do they play in your business? Effective storytelling is not only a useful marketing tool, it can be the secret superglue that binds your team together lifting performance and passion. We share our stories of building and using the story of your business.

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The story of your business - Champers Advisory Masterclass 3

  1. 1. Using your story to drive performance
  2. 2. Story of your life and your business • What are the top stories your business has created recently? • What will you be telling at Christmas, then when you retire? • What stories are being told to new employees? @charlescadbury #mstrclass
  3. 3. I’m going to tell you a story @charlescadbury #mstrclass
  4. 4. Telling stories through the Champers framework @charlescadbury #mstrclass Work Enjoy Succeed Celebrate Define vision Create roles people are excited about performing Ensure everyone understands what they need to do to do a “great job” Reward achievement of success with moments that reflect the vision
  5. 5. Creating a story for your team to get behind • Stories are not only a way to communicate the past, stories can also paint the future and galvanise a team behind your vision • One final story, a story of the future, a company we are launching Lexa.Tech @charlescadbury #mstrclass
  6. 6. Recap 3 points I’d like you to leave with 1. You need to play an active role in writing the story of your life, your business 2. Stories reflect and re-enforce the vision and values of your business and creates the performance culture 3. The ability to paint a picture of the future you want to happen will help take you there @charlescadbury #mstrclass
  7. 7. The Story of your Business Touchpaper Marketing
  8. 8. we run
  9. 9. Winning the battle for hearts and minds
  10. 10. Puppy Love
  11. 11. Patience with Patients
  12. 12. The ‘Whole Man’
  13. 13. Ditch the dry Companies are cold and selfish. Make them relatable to humans.
  14. 14. 1) The Golden Circle People don’t buy what you do, they buy why you do it.
  15. 15. 2) The Big Picture Why does this matter?
  16. 16. 3) The Value Proposition The hard sell…
  17. 17. 4) The Logline A land lubber sheriff tries to kill a giant shark to protect his family and seaside resort town. A young man is transported to the past where he must reunite his parents before he and his future are no more. When an egotistical TV personality is doomed to relive the same day over and over he is forced to learn humility in order to win the girl of his dreams.
  18. 18. Building the Narrative The problem you face is… We solve this by… We’re different, because… The benefits you by… The end result is…
  19. 19. Build a brand and create a community Alter perceptions and reposition the brand Engage customers, employees and partners Tie existing marketing activity together
  20. 20. 1) Creative briefs Deliver a concept that brings the story to life. Through photography, video, design, advertising, copywriting.
  21. 21. 2) Content Find ways of engaging your audiences. Websites, sales collateral, graphic design, visual aids, research reports.
  22. 22. 3) Test the story Involve the team. Encourage colleagues to tell you their stories to feed into the broader narrative.
  23. 23. 4) Campaigns Use the right tools and channels to get the story across loud and clear. Content marketing, social media, PR, digital marketing.
  24. 24. Thanks! 0203 770 6862 2 Riding House St London W1W 7FA
  25. 25. Champers Advisory exists to support business leaders, their people and operations.