It’s a funny thing. A person can be consumed with the passion about what they do, resolved about the niche in which they work and invested in their brand.
While they can talk up a storm about the gems in their offer, their human story disappears, the micro stories, all gems too, left untold.
A passionate environmentalist, determined to educate people in understanding the impact of their footprint, discovered micro-fiber cleaning systems. After a great deal of research, she put together a plan to create a chemical-free cleaning company.
As a person she sparkled. She carried with her all the freshness of the dappled forests she wished to save. In her hands, micro fibres gleamed with saintly goodness.
She launched her business with enough knowledge, and dedication to her cause to fill a book.
But when it came to communicating it, she couldn’t tell the many hundreds of micro stories that would bring the magic of her enthusiasm – so much greater than a cleaning company –to life. She was stuck at the features and benefits of her offer. It was as if the mere thought of being in front of an audience, on and offline, suffocated her creativity.
The power of micro stories
There was no end to the micro stories she could tell about saving our environment starting with the story of the heros in her saga—her, the planet, and the brilliant technology behind micro-fibers, and the villain, the dangers of chemical cleaners.
She could tell dozens of them about how chemicals in the house affect us all and what we should know about their residual effects; how they affect people with allergies or conditions such as asthma and eczema.
What about the stories of the people for whom her chemical-free cleaning services were making a difference?
This constant flow of stories told authentically in her voice, would reach, connect and engage with householders keen to make a difference in their footprint, and for those who were dealing with health issues that would literally change lives.
With consistent storytelling, she had all the right attributes to launch a community, excited by her and her dedication – keen to join in her cause to reduce humanity’s footprint while living in a chemically-free home.
What micro stories are you not telling about you, your passion, knowledge and expertise that could build your business and community and change your part of the world?