A gripping story can help a company position itself better than the competition. It can also help to establish high prices and high margins and take the customer beyond the level of making direct price comparisons. Let’s not forget that the more abstract the product is, the less impulse buying there will be. This applies to many banking products and strategic consulting services. It makes it all the more necessary to fill the virtual emptiness of non-material products with a compelling story. Just as Ridley Scott sold his film ‘Alien’ as ‘Jaws in space’, we can work out together the perfect story and mission for your services.
What are the challenges of storytelling in strategy consulting? Read Veit Etzold’s essay ‘What convinces customers’ in the Harvard Business Manager – Oktober 2013 (so far only available in German) or then English essay “Jaws in Space – Why Storytelling is important” in The European Financial Review August – September 2013.