Sliding Down the Rope Headfirst: A Must Try

“Without pushing your limits, without occasionally sliding down the rope headfirst, without daring greatly, you will never know what is truly possible in your life.”

Admiral William H. McRaven, Author, “Make Your Bed”

That’s a much more eloquent way of saying “You need to step out of your comfort zone,” a tired cliché that typically garners an eye roll.

I recently slid down the rope headfirst, and I’m still sliding. I’ve been doing Beach Body on Demand. There, I said it. But let’s keep this little fact between us friends. The truth is Michele got me to do this 30-minute exercise regimen that is absolute H-E-double-hockey-sticks torture.

I admire colleagues like Dean Petrulakis, who attack exercise like it’s a higher calling. My goal is to stop excusing my way out of a fitness routine. I am not looking to get the six-pack abs that I’ve never had, but I do want to strengthen muscles that would much rather atrophy than exercise. If I lose a few pounds in the process, it’s a win-win, but I keep my goals simple – focus on strength, the weight loss may follow.

This story is relevant because it’s easy to fall into a rut or routine. We often take the easy way out. Perhaps we’re afraid of learning new programs or apps that can help us at work, or our daily routine is predictable, or we sit in the same chair in a staff meeting (pre-pandemic).

As Admiral McRaven says, we occasionally have to slide down the rope headfirst. I’d welcome an opportunity to hear how you are sliding down the rope and what you’ve done to change your routine. (Near the end of our weekly family Zoom call, as our college kids are probably looking at their watches, I read an excerpt from “Make Your Bed.”)

So what has Beach Body on Demand done for me? I notice I’m not out of breath as much. My muscles are sore (I think that means they are waking up from their slumber). I have more energy (both mental and physical). I have lost a few pounds. And, I get to watch my beautiful wife exercise, although I’m mostly just trying to keep my balance and not keel over. (I’ve told the kids, if I pass, don’t put in my obituary that he died painfully doing Beach Body on Demand).

I plan on continuing this routine three days a week and bicycle 12-25 miles on the weekend. I’m curious to see how far down the rope I can slide.

My Meeting with Mr. Mantle

Mr. Mantle, can I ... um ... have your autograph?

I was three weeks shy of my 9th birthday, and our family trekked the 3 ½ hours in our Town & Country wagon to Minneapolis. We were staying at the Radisson Hotel, where we always stayed on those rare visits to the "Big City." As we were checking in, the bell hop mentioned that the New York Yankees would be arriving soon after playing the Minnesota Twins at the old Met Stadium. I begged my dad to let me hang back for an autograph or two.

As the team shuffled into the lobby, I shyly approached a man in a suit and tie. I asked if he was a Yankee and if I could have his autograph. Third baseman Bobby Cox obliged. I did the same for the next man, Frank Crosetti. This time, I got a different result. Not only did he sign the hotel letterhead paper, but he said, “That’s Micky Mantle.” Aptly nicknamed "The Crow," Crosetti's arm lifted like a bird ready to take flight as he pointed to Mantle.

“You will want his autograph,” said The Crow.

I was shaking as I approached America’s iconic baseball player. Tongue tied in knots, I handed him my paper and pencil. He looked down, signed the sheet and was gone.

This was better than Christmas morning. My heart was pounding as my wobbly legs made their way to the elevators. When I got there, I looked up and saw Mr. Mantle. My shit-eating grin turned to shock and fear. I took off for the stairs and raced up to the third floor where I pushed the button to continue upward. The elevator doors opened. And there he was again. This time, alone.

I operated in panic mode as I stepped aboard and pushed the button. Up we went, together. A little boy and a whole lot of greatness. I sprinted out of there as if I was on fire. Mr. Mantle continued upward.

April is baseball month. But, right now, no one is sauntering on the field. No one is striking out on the Twins, giving me legit reasons to be grumpy around the house. No texts from my White Sox friends poking fun at the Cubs.

The good news: Baseball will come back. Like the sport itself, with 162 games a season, we have to play the long game. We have to believe. Like the little boy I once was who saw the chance in a lifetime.

Cheers,

Roderick

PS. The remaining autographs were obtained at breakfast the next day.

Manufacturers, Your Story Is Your Best Competitive Advantage

Your story is the best competitive advantage you have because no one, NO ONE in the entire world has your story. They never will.

Here are 14 story strategies specifically written for you during this time of immense disruption with examples from global manufacturing brands. You do not have to be a billion-dollar brand to be relevant. Every company, no matter the size, has an important story to honor.

Lastly, know this: You -- the manufacturer, noble maker and idea innovator -- will triumph. Your story endures.

|1| A story of stability. People want to know your company is stable. Gather the evidence: the number of new orders you have, new project overviews, number of runs, how you have ramped up and the speed of deliveries. Then share this information with your customers, in media pitches and with your entire team. If you are experiencing supply chain disruptions with parts arriving late or new suppliers coming on board, be transparent. Communicate delays to customers while communicating your continuity plan. Example: Koch Industries put out a story on how Georgia Pacific is meeting rising demand for toilet paper.

|2| Your team. Over-communicate. Fear comes from not knowing. Hold debriefs with direct reports about remote working challenges and successes. Some people in manufacturing like operations, might be more taxed at this time than others. Upskill those who may have more downtime. People care how you are treating your team too so share updates on how you are keeping your team safe -- physically and emotionally.

|3| Take yourself out of the equation. Truly, this is the most important story strategy of all. If you insert yourself first, you will lose sight of the hero: your customer. Take yourself out of the equation by talking to customers and asking how you can support them. Make sure people on the frontlines of sales share customer conversations across the company so people learn from one another. House a repository of that information accessible by all. Now is the time to tear down silos. Example: General Motors published a landing page on how they are handling COVID-19 with specific links to how it is impacting four key audiences: customers, employees, visitors and communities. One small detail that is really helpful: GM specifies when the information was last updated.

|4| Your leadership story. Classic basketball advice: don't hesitate. Industrialists today must be thoughtful, but not wait. Your customers, team, board of directors, investors, supply chain partners and strategic partners are waiting to hear from your top leader. Map out your plan to find a way through. Example: Caterpillar did an excellent job of explaining the measures they are taking to protect employees. Caterpillar's statement is written the way real people talk — in a conversational tone (not complicated legal jargon).

|5| Workforce/pay reductions. Every day brings a new set of circumstances. Communicate what sacrifices are being made at the executive level before any are demanded or disclosed from those working in the factory or office.

|6| Think beyond the standard conference calls with remote workers. The novelty of suddenly working from home wears off quickly. Remote workers may feel out of the loop compared to those working at the plant every day. Great communications is part of culture. If you hosted happy hours on Fridays before, consider bringing them back virtually. At K+L, we're being invited to virtual "coffee" chats and "happy hours" (It's kind of fun to hop on a video call while throwing back a glass of Ruffino Chianti.)

|7| Inspire confidence with your vision story. Your vision is the world you hope to create, but which is not yet formed. Your vision story might be changing now and that's understandable. What is the world you see? Share your vision story. Write a blog on this, put it on your website, include it in a handwritten note to customers, put it on the bottom of your emails. This is where hope for a better tomorrow lives.

|8| Focus on the customer experience. Ask your customers what they need, where they are struggling most and how you can support them. They are the hero of your story. Thinking about their success is one of the best ways to create great content. If one customer is asking the question, most likely many are. Write a blog addressing top customer questions, film a video or podcast, or conduct a webinar/growth call/town hall. Example: PMMI, Packaging Machinery Manufacturing Institute, just launched a Virtual Town Hall Series, inviting people to explore critical topics. You don't have to be a large company to communicate well.

|9| Reach out to the media as a subject matter expert. Manufacturers have a rare opportunity to take center stage. Media are looking for stories about business's response in this time of great change. Brainstorm with your staff on influential media in your industry. Write down two or three innovative ways you are adapting, then call or email editors and show hosts. Radio and TV are fair game. Look on news websites for the executive producer.

|10| Manufacturers are oftentimes family-owned businesses. As such, you have a remarkable opportunity to share your founder's story. What led to your endurance -- grit, courage and foresight to persevere -- will see you through this time. Don't hesitate to share your original "why" and how it ties to your purpose.

|11| Communicating new safety practices in tandem with ongoing measures. Communicate safety measures around COVID-19 while also pointing out the safety measure you've always practiced (i.e. FDA, SQF, OSHA, ISO, etc.). Align safety with your company values. Example: Global welding manufacturer Lincoln Electric leads with safety on their COVID-19 landing page. They talk about their role in critical supply chains and how they are moving business forward while keeping "employees, partners and communities" safe.

|12| Reassure prospects. Let prospects know you are there to support them! They may postpone buying decisions now, but if you stand by them through this crisis, they will remember you and trust you when it comes time to sign that purchase order. Even more importantly, they will remember the feelings you inspired in them: courage and compassion.

|13| Partner with your supply chain. A National Association of Manufacturing: survey indicates 35.5% of manufacturers are experiencing supply chain disruptions because of COVID-19 (this number rises to 75% for US companies, according to the Institute of Supply Management). Now is the time to stand together. Consider drafting an FAQ about any changes in distribution, logistics, inventory and delivery to inform everyone in your factory. Bring a larger solution to customers by hosting a webinar or virtual town hall with key supply chain partners. Collect insight and deliver greater business value to customers and prospects by showing your value chain strength.

|14| Celebrate your story. We wrote the following in chalk on our front sidewalk: "We stand together even when we stand apart." In this time of social distancing, we need to celebrate little triumphs: how we got an order out on time, how we made a customer smile, how we encouraged a colleague. These become the little victories that define us and our story for the long haul. Share them with your team. Post them on social media. Recognize them on the team call (or, better yet, over a Friday happy hour celebration that you finished the week strong!).

With tremendous gratitude,

Roderick and Michele Kelly

K+L Storytellers is the official storytelling agency of the Valley Industrial Association. Cultivate relationships and inspire trust with your story. K+L's Content-On-Demand connects you with a top notch writing team ready to write or review your content while Content Hubs offer ongoing content strategy and brand support. Let's talk about your story: (630) 697-2652 or email Roderick Kelly at roderick@klstorytellers.com.

Your Brand Story: 10 Events That Trigger a Review

Change begets more change and oftentimes people in the middle (aka your team) are caught in no-man’s land wondering what is the new company story. Here are 10 events that trigger it’s time to review and rewrite your brand story.

1)        You’re targeting new industries or audiences

Companies in growth mode often look to new industries or vertical markets to target. Having a solution for customer needs in those markets is important, but equally important is how a company communicates its brand story to break through the messaging din with a content mission that aligns with growth strategy and business imperatives. Complete Merchant Services (CMS) moved from Payment-as-a-Solution platform for the health care industry to the direct sales companies and then to franchisees.

2)    Your business changes focus

Perhaps you’ve hired or acquired a team that fills a critical void. Maybe it even creates an additional profit center. With expanded offerings, your DNA changes. Sometimes this means a name change or sometimes it just means a fresh look at the solutions you’re bringing to the table. Case in point: Before the totally retro Chicago-based Build This entered the scene in 2018, it was strictly a web design firm. Then it adopted app development and, out of its trendy offices in the Chicago Board of Trade building, changed its focus – and its brand story. A fresh new website with technology imagery, an expanded offering including one-day websites, and a “We’re More Than An Agency” headline on the company’s about page was a successful brand story rewrite.

3)    Merger or acquisition

This is a biggie. We have witnessed first-hand the impact a merger has on a company’s brand. It’s understandable that company executives focus on the financial and tax implications when entering an M&A. However, a common brand story has to be developed and then introduced to clients, prospects and, most importantly, the people who work there. Reston, Va.-based Hinge Marketing offers a downloadable rebranding kit. In addition to a new name and look, changes also occur in business practices and employee training.

4)    Your business model changes to bring a fuller solution through strategic partnerships

Sometimes, it makes sense to form strategic partnerships to offer clients fuller solutions. Chicago-based Fortress Consulting, for example, pulls in marketing and creative experts as needed to show a more complete story. (Check out the new “life after pro football” branding project they did for Matt Forte. Cool stuff!). As your solution expands, so does your brand story.

5)    The customer journey changes (does life ever stand still?)

How does your customer see you? How do you view your company and what it does? Is how your customer buys products or services in your market changing? Customer journeys shift and companies that can stay ahead of the wave will thrive. The ones that don’t rewrite their brand story – Blockbuster, Sears, Montgomery Ward, American Motors Corp. – often find themselves out of business or a target for an acquisition.

6)    You choose to break away from companies in your industry and how business has “always been” done

Let’s say your industry is one based on price. It’s transactional, your product a commodity. But you don’t want to do business that way. You choose to step apart from the pack. We call this your unfair advantage, also known as your differentiator. When your company understands its unfair advantage, your story will set you apart from everyone else in your industry. It often is not what you think. Silver Spoon Desserts, for example, has an unfair advantage of employing single moms from Chicago’s distressed neighborhoods. Why? Because owner Tamara Turner was a single mom, and she understands women in that situation don’t need a handout, they need a paycheck. When customers hear her story, they become believers. What’s your unfair advantage?

7)    The last time you reviewed your brand story was when “Frozen” was the highest-grossing film of the year.

That was 2013. Six years is a long time in business. Technologies change. The customer journey changes. Global markets change. How has your company changed? How has your brand story reflected that change? Is it frozen in time?

8)    Digital transformation

This is the business buzz phrase, which really means the Internet of Things (IoT). From cloud-based computing to shopping online to software as a service (SasS). Digital transformation is designed to improve the customer experience, but it’s more than technology. Great piece in Harvard Business Review that talks about what needs to be done internally prior to and during implementation of digital platforms.

9)    The dynamics of the industry have changed

Industry change is often a result of several of the points made above – digital transformation, the fluid customer-buying journey, new technologies, etc. Again, staying in front of the wave, through professional development, attending seminars, reading forward-thinking publications and listening to industry podcasts can help you stay aligned with industry trends. Ask: how is your brand story adapting to the shifting sands?

10)  Your company’s vision goggles need replacement

If our vision in life stayed the same, there would be a lot more professional football players, fire personnel and professional singers in the world. These were my children’s visions when they were really little. Guess what? None of them are going into these fields. When a company’s vision – that altruistic destination that is not yet, but oh so desirable – changes, the brand story changes too. Because it’s not just about internal stakeholders. Your customers and other champions need to be part of your vision too.

The Book Autograph Session That Didn’t Happen

I had gone to Literary Fest on Chicago’s Printer’s Row before, but this time I was actually going to sign autographs for Today’s Inspired Leader! And my boys were coming. And I even chose an author-y style hat to wear, plus my Italian wedges and an Army green, Eddie Bauer skirt I hadn’t worn in 20 years (a nod to my optimism about what’s in my closet).

One of a dozen authors, my chapter is called “Share One Beautifully Tragic Story Every Day.” The words you are reading are proof I take my own advice. Because this story is both beautiful and tragic.

The Kelly tribe hopped in the car and off we went a few Saturdays ago to a crowd of people who loved books as much as we did. Our traditional Dunkin’ stop for hash browns and donuts. Check. We were feelin’ the love. I had my autograph line down. (That’s what authors do — they come up with a cute line and then sign their name — not that I would know after what happened when we got there.)

Here, the story throws a zinger at the storyteller. There’s this thing we all do every day. It’s called filling in the story gap. You probably did it already today. Maybe dozens of times. You see something, you hear something and you don’t know the entire story so your mind fills in the missing pieces.

Like I filled in the story gap for my autograph session. I assumed the publisher would bring the books. Not so. I was supposed to bring my box (God bless Fig Factor Media - they had sent an email I didn’t fully read fully explaining this).

I even found the tent I was supposed to be at which, if you know me, was a major feat. (I once drove to Elmhurst and ended up in Englewood. Ooops.)

I was a writer with an autograph line and no books to scrawl it on. My son Patrick rode side saddle to my dumbfoundedness (you know you’ve reached this state when you are repeating the words someone else is saying with a glazed look of disbelief on your face and excitement comes tumbling down inside you like a carefully stacked tower of laundry on the ironing board and the satiny PJs on the bottom makes everything jump ship). Yeah, that was me.

No cute autograph line? Wait. I had a book in the car! I hurriedly dug out my cell phone in my Coach purse (lucky me, I have a sister-in-law who was downsizing in the purse department; authors must have Coach), and I called my husband and business partner and said, “Grab the book from the car. I can sign at least one book today.”

Crickets.

Then I knew what was coming and my five-year-old self said, “You’ve got to be flippin’ kidding me.”

More crickets.

“You took the book out of the car yesterday? How could you do that?”

Even the crickets left the conversation.

“We’ve had gym shoes in there since 2007. There’s a Borders gift card in the glove compartment.”

It was over.

I pressed my finger through the phone and thought for a moment, which is something Italians don’t often do in the face of unforeseen circumstances.

They say things happen for a reason. I’m a card-carrying believer.

Me to Self: I have my sons. My husband. My hat. I’m going to take a fake autograph shot because this may never happen again and then I’m going to enjoy Lit Fest with the men in my life.

And that’s exactly what happened.

And it was awesome! You learn a lot about a person by the books they choose. Patrick is hungry to understand why our country was divided in the Civil War so he bought several on the subject. Maybe it will help him, a natural peacemaker, understand the division we see today and how to close the gap. Stephen King novels captivated Peter who vowed to get a few from the library. A jazz pianist who plays hours at a time by ear, I loved seeing this young man be delighted by creative fiction.

As for the autograph session that didn’t happen, I’m good with it. The notes and texts I write to my children are good enough for me.

For the record, though, next year, I’m putting the books next to my Italian heels by the door. And my Audrey Hepburn sunglasses. Because, of course, that’s what authors wear.

At least that’s the story gap I’ve filled in.

 Michele Kelly is founder and CEO of K+L Storytellers.

The Beats Behind Your Breathtaking Stories

A story without beats is the fastest way to make people fall asleep. (That was not meant to rhyme. Just putting it out there.) In fiction books or movie scripts, writers define a beat as the smallest unit of a story — something that happens that causes a reaction.

If the Titanic had been merely a fabulous ship reaching port in one piece, there would have been no story.

As corporate storytellers, we look at marketing as having beats too. A beat is an interaction — something that happens that causes a reaction. Your hero headline on the homepage creates desire. The visitor clicks on the call-to-action to learn more. There’s a beat. The average movie has about 40 beats. The average homepage? Anybody’s guess. BUT, strive to have beats throughout.

Here’s the big WOW: a great brand story is one long string of beats — one interaction that leads to the next one.

Less beats slows the action. More beats can keep you on the edge of your seat. Now switch the perspective to your story. Thinking in terms of beats, instead of mere content, changes everything. Website content becomes a path of engagement, sales decks become dialogue, and videos inspire action.

Our own lives have beats. Our own lives are one long scene built upon another, conversation that evokes action, surprises that lead to unexpected roads. Our own story does not magically appear. You went from point A to point B, maybe even to point Z (thank you, alphabet, for having 26 of you). It’s never easy. The path was littered with fear and angst. But it was worth it because it landed you here, wherever here is — from one interaction after another.

There are many stories behind a company. How you saved the day for a customer. Why your company does what it does. Your vision for an amazing world. Your founder story.

Showing your stories to the outside world should captivate people in the same way you feel entranced watching a great movie. Stories are one-part emotion and one-part authoritative. People buy on emotion and justify the purchase with underlying authority or facts. The beats in the story keep the emotion and the relationship moving forward.

Consider your story one of your biggest unfair advantages — one thing that others don’t have and cannot copy.

Let’s end with the words from one of the most famous film directors of all time: Frank Capra: “There are no rules in filmmaking. Only sins. And the cardinal sin is dullness.”

Now, take your brand story to breathtaking heights.

Bringing Storytelling to the Classroom

How do you get people to tell their stories? That was the first question a student asked as I showed the importance of #storytelling to two communications classes at Aurora University.

I pulled out our K+L Storytellers signature multi-colored beach ball, had the students stand up and I asked a single question. What is something about you that nobody here knows? I tossed the beach ball to the first student, who ducked allowing the ball to bounce off the unprepared student behind him. (That’s why we use a beach ball instead of a baseball.)

Speaking to a communications class at Aurora University about the importance of storytelling in business.

Around the room the beach ball flew to the next storyteller. One young student has lived on her own since she was 17. Another collected exotic animals, including an alligator. A third has traveled to more than 20 countries.

The final catcher of the beach ball was instructor Franklin Rivera, who led 44 men into battle upon his graduation from West Point and is also related to former Secretary of State Gen. Colin Powell.

In the second class, students were asked about their No. 1 obsession. The responses ranged from music to cars to sports to fluffy cats.

The exercise was fun, and it especially kept the 8 a.m. class awake. Asking questions leads to storytelling. And by continuing the line of questioning, we began to understand each person’s unique story.

K+L Storytellers takes a similar approach with middle market, culture-driven companies that want to better understand and project their stories, both internally to improve culture, and externally to increase brand awareness.

Like many college students, companies have short-term goals and long-term vision. Sharing stories with emotion and authority provides a trust with the audience, which is a foundation for increasing sales.

Spinning a few Dad jokes aside, what was some of the feedback of our classroom experience?

·         Ebony Scott, a junior marketing major, said marketing professionals “have a responsibility to depict clients in the way they want to be represented and how they would want their stories to be told.”

·        Senior Dirk Schoger.said, “Your lecture on storytelling was interesting and informative. The material and the stories you had to share with the class were very engaging, which is proof of the effectiveness of a good story.”

Nice to know our future storytellers are poised and ready to bring their stories to the world.

A Story: Keep Going

I love to run, but I detest feeling cold. So last Saturday, I went to our local Vaughn Center, plunked down two dollars in quarters pilfered from our family coin jar and exchanged them for the privilege of running the track.

Six times around makes a mile. It's really not hard at all. Unless you are Marvin.

I don't know if that is his name, but that's what I'm going with. He looked like a Marvin, a rather nostalgic name befitting a man who is most probably in his seventies, wrinkly skin on his dark-skinned face, still broad-shouldered, still built like the athlete I suspect he once was. He wore chinos and a black polo top.

When I spoke with him, I didn't ask him his name. It was enough for me just to approach a stranger. Many people don't know this about me, but I'm a real introvert. Big groups terrify me and meeting strangers . . . don't even get me started. But this man did something that was so massively impressive, I had to work up the nerve to tell him the truth. And I did. I thanked him, straight out, for inspiring all of us that day.

Marvin walked at a complete 90 degree angle. He used the rail around the second floor track as a guide because, obviously, he really didn't have a lot of clearance to see far ahead. He would stop a lot. He would stand at the rail and watch the basketball and volleyball players below make three-pointers or spike the ball over the net.

I imagined him fifty years before. A great player, someone with promise, maybe a scholarship to college or the captain of his high school team.

Then something happened along the way. Was it a car accident? Years of hard work stacked on top of each other? An illness winning the war on his body?  

So I asked him, after thanking him, if it was painful to walk. Because it looked like it was, and he shook his head and said, "Oh yeah. My back, my lower back." He was sitting on the bench alongside the track when I talked with him. I figured I had one more question before he thought I was a nut, so I asked him what I really wanted to know: What motivated him to come out here and go through all this pain?

His eyes had a fierce light of goodness. He stared right at me and said, "I've got to try. I've just got to keep on tryin'."

I thanked him again. It was one of those moments where I felt like I'd been touched by an angel. One human being sharing with another about courage, life, determination.

Michele Kelly is CEO and Co-founder of K+L Storytellers, a brand storytelling and content company passionate about helping middle market companies scale through story.

Hiding in Plain Sight a True Art Form

What if we had only three ways to communicate with each other?

·         Writing a letter and sending it via the United States Postal Service to a business or residence

·         In-person visit at home or at work

·         Calling a business or residence on a land line telephone

In the first three decades of my life, these were the only methods of “getting a hold” of someone. And they were effective because each method nearly always elicited a response.

Today, we can reach someone instantly. Multiple applications provide a direct pipeline to your mobile device, tablet or personal computer. Besides email and texting, we’ve got Uber Conferencing (they have a great hold song if you haven't heard it), Facetime, Skype, Slack, Twitter, Instagram, Facebook, SnapChat, and LinkedIn. Leaving a voicemail is almost shocking to the system (it requires a lot of energy and time to hit “play”). An article in Psychology Today cites that inboxes are one of the most common triggers to social anxiety and productivity-related anxiety.

It’s easy to see why we all want to run from the mayhem.

Hiding in Plain Sight

There’s no place to hide, so we’ve become creative to avoid being reached. We hide in plain sight.

Phone numbers and physical addresses of business are disappearing from websites and business cards. Instead, we leave a note and send it off into the web abyss and cross our fingers that it will reach the right person AND they will be kind enough to respond.

When a phone number we don't recognize pops up, we watch our phones do the dance. We need “approval” from someone to connect on LinkedIn and other social platforms and, oftentimes, contact information is buried or nonexistent on profiles.

But the No. 1 way we hide is by ignoring the call, text, letter, email, IM, social request, etc. altogether. We simply do not respond. That fact has nothing to do with technology. That fact has to do with people making a choice.

While we haven't done a formal survey on this, we sure have heard people talk about this phenomenon that, with all the ways in which we can communicate, it is getting harder and harder to elicit a response. Is that the story a company wants to convey? How is responsiveness a reflection of a company’s brand?

What are some of your experiences with unresponsive responses?

9 Tips to Pitching Your Investor Story

His life story was big because he made his story about everybody else. They were the hero of his life story. Because of this, he became so unforgettable, the pharmacist at the local Jewel-Osco came to his wake.

Three days before Christmas.

My father, Frank Anthony LoDestro, taught me about the powerful storyline of life. Same goes for start-up founders. When you’re pitching an investor, your goal is to create believers, not just buyers of your idea. Our brains are hardwired for story.

Story is how we make pitches unforgettable — the golden ticket when it comes to asking for money.

I recently spoke about story at Investing in Women sponsored by Women Tech Founders — boss ladies of the tech world. Woot! Woot! A parade of start-up CEOs pitched to a panel of 10 investors.

The event was fab, of course, because it was chaired by Chicago’s InspiHER Tech Founder and career strategist rock star Laurie Swanson. (So great to have Katherine Kelly, my daughter, by my side, too!!!!)

What do I remember from the founder pitches? Their stories.

Charu Swaminathan, co-founder and CEO of Mishkalo, talked about how her company gives newlyweds an art alternative to traditional gift registry.

Shirley Yang of Muses shared her vision for the gig economy and her company is going to spur economic growth.

Deepa Kartha of Zinda told the story we are all familiar with — a man named “Ken” whose positivity was etched away by workplace disengagement and dismissiveness. Zinda increases employee engagement, a direct parallel to profit and, well, happiness.

And never, EVER will I forget founder Dana Todd of Balodana. Her company is bringing the dressmaker back through technology. She shared how menopause had created her squishy hamster-like shape (menopause is our greatest villain, gals!). Her imagery, her metaphors, her STORY was unforgettable.

There were more stories. I could go on. And, yes, as two investors pointed out at the end, numbers are key. They are in it, after all, to make a pile of money.

But if it was just the numbers, why pitch investors at all? Why not just submit the prospectus and be done with it?

Because people still do business with people. Whether you’re a VC, angel investor or institutional investor, human beings still make the decisions. Fact: The founder story is not the only reason investors say “yes,” but it does give the “why” behind the facts and data.

1. Believe in Your Story

You have to be all-in when it comes to your pitch. No self-limiting talk (like “I just wanted to run an idea by you” or “I know you may not be interested in this, but . . .”) or hesitation (you can’t sink the ball if you don’t take the shot). There’s a confidence gap between men and women. According to a Hewlett Packard internal report, men will happily apply for a promotion if they meet 60 percent of the criteria. Women feel they need to meet 100 percent of the criteria. Believe in your story — this is your “unique.” Nobody else has your narrative.

2. Keep Your Story in Your Back Pocket

You’ve got your investor deck and you think you’re all set? Fair enough. But this wouldn’t have helped Scott Ferreira and his sister Stacey who were at a party hosted by Sir Richard Branson. Scott says the “laid back and casual style” made it a lot easier to “talk openly” about his company. Less than a month later, Sir Branson and his partner Jerry Murdock invested in MySocialCloud. Be prepared to meet an investor anywhere — at the salon, in an elevator, at your child’s band concert.

3. Your Story Has a Hero

In your investor pitch, the hero of your story is your current/future customer. As human beings, the world revolves around us. When investors see that the market — customers you know inside and out — are the center of your story, you will gain attention posthaste. You are the GUIDE in your story. Ask: What superpower does your company give the hero to succeed?

4. Find the Conflict

If Rose Dawson from the movie The Titanic had boarded the big, fancy boat, enjoyed the shrimp cocktail and reached her destination, dripping with sparkling sapphires from her long, beautiful fingers, there would have been no story. Every great story has conflict. The antagonist of your story could be a situation, the plight of your customers if they don’t have your product/service, stunted growth for your growth-hungry company, less agility for your market, time suck for an entire legion of people, less options for the masses — whatever villain causes angst for your hero. 

5. Pick Your Theme: Origin, Vision, Cause, Triumph, Innovation

Among corporate storytellers, controversy abounds around theme. In the latest edition of The Sophisticated Marketer, it cites seven main ones. A regular go-to article I love is by English author Grace Jolliffe who writes “A story without a theme is little more than a list of events.” She sites more than 20.

 Story is so visceral and self-interpretive that I believe it’s up to the individual storyteller to decide. However, five powerful themes race to the top when it comes to pitching your investor story:

•    Origin: There is a problem and the founders, who are the best equipped to solve it, know the path.

•    Vision: I love this story theme and used it successfully for a client pitching an existing investor they wanted to tap for more. Start with the vision of your amazing new world made possible with the funding. Then fast forward to the present and the remarkable journey to making the vision real.

•    Cause: There’s a problem that impacts people’s lives, triggered by an antagonist that isn’t going away (and is probably going to get worse), that leads to a face-off between your customers and the big, bad villain and BOOM! Your company can help the customer survive/leap/escape/grow/heal/love life/innovate better/be more productive/etc.

•    Triumph: The triple crown. You are solving the customer’s external (the obvious one), internal (what keeps them up at night) and philosophical problems (making the larger world a better place).

•    Innovation: There’s nothing out there like it. Time to turn the market upside down.

6. When Culture and Brand Tango

Include a line or two showing an investor two worlds: culture (how people inside your organization will/are talking and thinking about your company) and brand (how people outside your organization will/are talking and thinking about your company).

7. Know Your “Why”

The “why” god Simon Sinek has this point covered. Pay him homage. He says: “Always build your story from the inside out, starting with the WHY.” Here are the hurdles: leap beyond WHAT you do, put HOW you do it on hold, and get to the meat with an investor: WHY your business idea is so fantastically important for your customers, the financiers and the world at large.

8. CAR: Context, Action, Result
A great book on business storytelling comes from Lead With A Story by former Proctor and Gamble exec Paul Smith. He has this formula called CAR: context, action, results. It’s an easy way to assemble your story (I learned this concept from Orbit Media co-founder/CMO and Chicago content rock star Andy Crestodina who writes killer blogposts. He wrote something along the lines that great stories aren’t written, they are assembled. I’ve never forgotten this).

 Context is your business backstory. Action is the conflict — the highest point of tension where you customers are battling their nemesis. The results come by way of the amazing new world you create with your business idea and how you’ve resolved your customer’s angst.

9. Last Words About Your Logline (Your 10-Second Pitch)

Every movie has a logline, it’s one sentence that sums up the screenplay. Movies have been bought and sold on these one-liners. They are short, clear and — have a shade of emotion.

Your investor story has a logline too.

Your homework: Pretend you are attending a favorite event (for me, this might be La Traviata at the Lyric Opera or a front row seat at a Lana Del Rey concert), and your seat happens to be right next to a potential investor.

Idle chit chat ensues. Your heart has more reverb than the music. This is your BIG chance. Afterward, you are eye-to-eye with the investor. You say: “There’s a reason we met tonight. When you hear the story behind my company, you will be absolutely amazed what a great fit we can be. I give (your hero) the (superpower) to rise above (conflict). We’re changing the world here for (your hero) and it’s important because (your why). When can we talk?”

Then schedule that call/meeting and choose a theme to pitch your longer narrative.

Your investor pitch will be epic. Just like the many stories you’ve heard in your life — and never forgotten.

Unmasking Your Corporate Stories in 2019

As your company’s sales projections for 2019 are being finalized and the marketing team prepares its strategy for going live with your messaging, it’s time to evaluate the WHY behind your company.

An analogy can be made from Halloween. Trick-or-treaters dress up in costume and go door-to-door with one goal in mind: to bring home the bounty. That’s their prize. There’s an unwritten contract that if the receiver dresses up in costume, the giver will hand over the goods. Companies also have a trust contract with prospects and customers. Content nurtures those relationships so when it’s time for the big “ask,” you are on the short list.

So what’s the WHY behind your mask? What’s your company’s heart and soul? Those are the stories that you should be planning for next year. You, and only you, own those stories. Your closest competitor won’t have the same stories you have.

Dozens of princesses, superheroes and witches trick-or-treat, but there is usually one that stands out with her/his creativity, originality or design (we had a giant hot dog stop at our house this year -- there aren’t many of those around). Believe it or not, you want to be that hot dog.

K+L Storytellers Co-founder Michele Kelly will be speaking about the importance of storytelling at three separate events this week.

●       On Nov. 7, she will team with Miranda Rodriguez, owner of Marketing for the Uninhibited on “Meaningful Marketing in 2019” at the Women’s Business Development Center in Aurora. Register here.

●       On Nov. 8, Michele will present “PItch Your Investor Story” to the Women Tech Founders at Galleria Marchetti in Chicago. The real-time investor pitch (think Shark Tank) will be followed by the WTF Awards. (This may be the best title for an award yet. Who wouldn’t want to have a WTF Award on their desk?)

●       On Nov. 9, a one-hour interactive presentation “The Power of Storytelling” will be held at STEAMfest, 2018 an event hosted by Steam Ahead at Hub 88’s headquarters along the I-88 suburban high- tech corridor.

We want to hear your story. What’s your differentiating WHY? Why are you a stand-out, can’t miss hot dog (OK, pick your favorite costume this year) among a sea of expected masks?

3 Simple Questions for Brand Confidence

Miranda Rodriguez, founder of Marketing Uninhibited, loves rabbit holes. She regularly jumps down them to advise businesses about marketing (as a word girl, I’m awestruck by people who voluntarily do this). Miranda and I grabbed a couple leather chairs at Tredwell Coffee, a super chic hangout in downtown Aurora, right next to her office. We chatted up marketing like it was everybody’s top priority (and it really should be).

As a writer, I know for fact that asking the right questions can mean the difference between flying down the highway and sitting roadside with a flat. So as Miranda started talking, I found her general conversational wisdom about brand and marketing absolutely fascinating. So I offered to write a blog on it. Here’s what she shared.

Start with Discipline

Your to-do lists and goals are golden. Stick with them. This takes severe discipline (the kind my fourth grade teacher Sr. Monica demanded — strict and clear). Growth-bound businesses are overwhelmed. For example, networking is a goal that consumes a lot of time. So does blogging and social media and speaking gigs. Focusing on less with more effort gives more focused results (and keeps your sanity in check).

……………….

Question No. 1:

Does __________ (insert marketing activity here, like: networking event,

sponsorship, social media spend, etc.) fit the business goals

our company is trying to achieve? No? Then it’s a “no.”

………………

Trust the Process

You have to trust your marketing. Believe in marketing like you believe in your dog at the end of a bad day or your best friend from college who never let you walk home alone. No matter your marketing plan, you have to trust it will work. Marketing is a long haul. Frustration after a week is energy wasted. Give your brand strategy up to six months.

………………

Question No. 2

Is our marketing strategy taking us in the direction we want to go?

………………

If You Have a Vision, Then You are Sound

Recently, I was sharing with a client our desire to grow in 2019. He said to me, “Just saying you want to grow is a step toward making it happen.” Our exchange reminds me of Miranda’s point about vision: If you see where you want to go, you have a sound business. You’ll build your path. She says you have to be “unwavering” in what you want to accomplish. You might not know all the steps (that’s where Miranda comes in, so keep her contact information close!), but keep going. While minutia is an important part of the process, the larger vision is just as important. I loved how she explained that when you understand the big picture, the little steps in between make a lot more sense.

………………

Question No. 3

Do you believe, with 100% confidence, in your business mission?

………………

How do you find your brand confidence? Share your ideas here so we can keep the discussion going.

Married to Each Other AND the Business

“Seriously. Are we really husband and wife now?”

The question sounds like a refrain that a couple might utter while standing at the altar. But for my beautiful bride of 27 years, it comes up nearly every evening as we transition from business partners to life partners.

Friends, family and clients are fascinated (and dumbfounded) that Michele and I operate K+L Storytellers AND are wife and husband. “We’d be divorced” is a common response we hear through a haughty laugh and swig of a vodka-esque drink.

One point for sure: It’s not always easy. In fact, it can get darn right nasty as business and marriage roles often intertwine, making neither very fun.

So how do we make it work?

There’s not an easy answer. One advantage we have is that our children are older. They are not tugging at Mom every 15 minutes. Another advantage is that we’ve been in business together on and off since 2003. The nature of the business has shifted, from public relations/communications to storytelling and content.

Our business, like so many others, took a massive blow in late 2007 through 2011 when our clients were cutting costs in their own fight to stay afloat. As a result, I returned to the corporate world, which stabilized our family and financial lives, but also strengthened my education. I worked with younger people who mentored me in SEO and social media. I teamed with marketing professionals who guided me on brand strategy. I sat next to data scientists who analyzed and heralded the importance of the numbers behind PPC, website visits and posted content clicks. I learned from other business owners on how to grow a business, engage new clients and how to better manage cash flow.

And then, through no fault of my own, I was laid off on my 58th birthday.

After countless job interviews and with no contract in hand, Michele asked if I wanted to rejoin the company. I was humbled and embarrassed because it was the only offer on my plate. But I was hardened in my resolve to help build the business back to peak form.

We are doing that. Together. As business partners. As wife and husband. As “The First Couple of Story,” a phrase used to introduce us recently as we shared the speaker stage. If that’s how people see us, we’re all in.

We comfort in knowing how the other person thinks, how we best work and what makes the other person’s head explode. We know we’ve always got each other’s backs. We can avoid landmines by staying out of each other’s way and trusting the other’s skills. We’ve learned to take emotion out of our strategy discussions (not easy for my Italian partner), and we’ve become better listeners.

One absolute key to our business success is to physically and verbally shut it down at the end of each Friday. It’s satisfying to play husband and wife with a martini (me) and a glass of Malbec (Michele) in hand on the back terrace at the end of the week. Wouldn’t you agree, Babe? (Full disclosure, Michele ignores me when I let this slip in a business setting. However, I often notice a hint of a smile.)

Tomorrow, Aug. 31, is our wedding anniversary, and I am more sure than ever that in business and in life, I picked the right partner.

Vision + Story