Even though we’re in the lull after the Olympics (and before the Paralympics begin), the Games are still a huge talking point. Everyone has stories about which sports they discovered, who their new sporting heroes are, what they thought about the opening and closing ceremonies. So I’ve been reflecting a little too.
Among many amazing experiences, the opening ceremony still stands out for me. I felt it tapped into our British culture in a superbly visual story: green fields and industry; humour and drama; silence and music. I read many blog posts and comments in the following days, but one stood out for me. Mary Hamilton, blogger and journalist, ended her comment “Britain: This is for everyone” with this statement: “It made people proud. It gave the Olympics a different meaning. This is why culture matters, and why storytelling is important: it makes meaning. Without it, we’re just a collection of people. With it, we get to be British.”
“Culture and storytelling make meaning”. When you’re talking about your business, what story are you telling? What makes it compelling and what will make people (employees, suppliers, customers) want to be part of it? In marketing jargon, we talk about target audiences, key messages, tone of voice – these are all just ways of thinking about the process of telling the story.
Now is the perfect time to take inspiration from the Games and grow your story. My advice to any business is to communicate as the company you aspire to be, not just the company you are today. Believe in your own story and be realistic, optimistic and proud. When the glow from the Games has faded away, the story will remain.