What is the different between a narrative, and a story.

A narrative is a list of events:

Ahmed woke up and went to the work where he met a Abdulla who needed help. Ahmed, being awesome like he is, helped Abdulla. Ahmed saved the day. Then he came home and went Hooray! Now . . . buy Ahmed’s product..

Note: No structure. No problem. Just Ahmed going about his life.

Sadly, this is how most of us communicate our brand story, maybe not so bland, but close.

A story has structure that carries the reader along the story with interest and intrigue.

Let’s look at two bad stories.

Crack-Jack

Meet Crack-Jack. He is happy, maybe a little too happy.

Here is how Crack-Jack tells his stories.

Hey Awesome people!

Man isn’t life awesome! I’m travelling all over the world and our business is EXPLODING!! I have so much money, fame, and success I just don’t know what to do with it. Just look at my watches and cool cars on Instagram!

I mean, if you don’t have as much money and good looks as me you’re probably a loser and I can’t waste my time on you. I mean really… in this day and age is EASY to work anywhere and make millions of dollars flying private planes and sitting on the beach making passive income. 

I’ve never had a bad day in my life!! You need perspective. Turn lemons in to lemonade ya know?

But I have some even more awesome news for you!!!! I’m launching my new flag ship store in 12 new locations next month SO COOL! We are the BEST company in the WORLD. Yey Me!

So come on you awesome people! Go our stories and buy lots of stuff . . . oh and tell all your friends! Otherwise you suck!

-Crack Jack!

P.s. Check out my Instagram and Snapchat to get more updates on selfies of me and how awesome I am.

Wow.

The only thing the runs through my head reading his story is that he needs a reality check and to see a good therapist because surely there must be some pretty heavy repressed memories he is compensating for.

He is too awesome for his own good. His unrealistic positivity has alienated his audience. No one feels encouraged or part of his tribe.

Now, let’s look at the other extreme.

 

Debbie-Downer

Here is how Debbie-Downer tells her stories . . .

Dear bosom friends and dearest customers.

Oh my . . . I wish I could only relate to you how hard business is here. The market . . . oh my . . . well I can’t even tell you how terrible live is. I have the hardest time making a profit, no one wants to buy from me, except you my faithful client.

I’m not sure this country will make it because of how tight the market is. Which is why the work of my doughnut shop is all the more important–if only more people could tastes my food products people would be more likely to succeed in business.

I’m afraid it looks like things are only getting worse in tight economy. First Brexit, and now Trump . . .  The divide and disunity in the world is oppressive. I’m sure the global economic collapse is upon us.

Your local Ma and Pop company,

Debbie-Downer-Doughnuts.

P.s. Please please please, support local business and by at least a doughnut-hole this month.

 

Wow. That might have been over the top, but not by much. I’ve definitely heard the suffering business owner script before. Debbie’s story isn’t far off.

Anyone reading this is going to end up in a dark pit of despair exactly like Debbie. They will start thinking about how hard their life is too . . . or maybe think about sending Debbie a gift card to the local shrink and a bottle of Zoloft.

Either way. Not a positive effect. No one except other miserable people who enjoy hearing how others people’s lives are worse off than theirs will enjoy listening to Debbie.

Let me show you a better way . . .

. . . It is called a plot. and, if you have studied the “Hero’s Journey”, it goes something like this.

  • There is a Hero.
  • The Hero has a problem, and receives a call to adventure.
  • The Hero resists the call, due to fear, danger, or uncertainty.
  • The Hero meets a Guide
  • This Guide helps to push them past the point of no return.
  • The Hero struggles, and goes through trials, challenges, and reaches the brink of death.
  • Overcomes, resurrects, and returns back to the “Normal World” forever changed with the “elixir of life”.

 

A story is a not a story without conflict. Not only conflict but movement. A good story moves from positive to negative to positive, or negative to positive to negative.

The oscillation of these values back and forth makes a story interesting story.

Take Ahmed’s story from the beginning of this article. Before it was merely a narrative of things that happened in his day.

But let’s retell the story using the structure above.

Ahmed’s Story

Ahmed woke up. Life was good.

At work that day he read Crack-Jack’s update. He started to feel like he wasn’t doing much with his life.

“Am I failing at business? Should I just quit now?”

He felt down about his life.  But he remembered why he went into business in the first place.

As Ahmed was sifting through his emails he couldn’t shake the feeling that he was “missing it” Did he even belong in business?

No sooner did he have this thought than his phone rang. It was Abdulla. 

At first Ahmed was going to ignore the call–it was going to be a busy day and he didn’t have time talk with anyone Abdulla.  But then the voice of his father rang in his ears, “The best business model is one that serves the needs of others.”

Ahmed picked up the phone.

Abdulla needed help. Ahmed set aside everything focused on Abdulla’s problem, and after about 45 minutes of assessing the situation Abdulla had a solution to his problem.

As they were getting off the phone Abdulla said, “Thanks for helping me—I’m so grateful for your business and service to my company, it really is priceless.”

Ahmed smiled and said, “You’re welcome.”  His father’s words struck him, again . . . “My success is your success.” 

Good business is about solving people’s pain and needs–not ranting about how awesome you are. 

Be like Ahmed—Go solve someone’s problem today.

Observe how Ahmed’s story fits chart below.

  • The character has a somewhat normal life.
  • Then encounters a problem.
  • The problem gets worse, until they finally meet a guide who gives them a solution.
  • After resisting the challenge they finally accept.
  • They battle coming through the other side learning a lot about life and themselves.
  • Life returns to a little better than normal, and they have something to give to others.

Can you identify each of the parts in Ahmed’s story?

Do you see the difference? How did this last story make you feel?

It makes me feel like simply serving others in ordinary ways can make for an extraordinary business model.

Ahmed’s story has been transformed from a narrative of events to a meaningful story.

Be like Ahmed. Tell a good story.

 

Do you want to learn how to take your stories one step further?

Read the final post in this series: Become the Guide