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Before anyone weighs up your features or your price, they ask a quieter question: is this for someone like me? Most companies never answer it, because they begin their story with themselves — what they do, what they have built, how long they have been doing it. On The Relentless Pursuit of Winning, Rick Meekins and I worked through what happens when you begin somewhere else.
The line I keep coming back to, and the one Rick pulled out of the conversation: your customer should recognise themselves in your story before they ever understand your product.
What we covered
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Where Storybuilding came from
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The Felco story
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Recognition, perception, projection
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Why brands compete on features until nobody can tell them apart
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Running the process in a company already attached to its story
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Curiosity as a discipline, not a mood
The part that matters commercially is not the copy. When leadership, marketing, sales and the people who actually serve the customer all hold the same story, decisions get easier and every touchpoint says the same thing. That alignment is the product of the work, not a side effect of it.
