In his TED Talk “Why humans run the world,” viewed over 1.3 million times on YouTube, historian Yuval Noah Harari offers this insight on what makes humans so much more successful than animals:
“We can cooperate flexibly with countless numbers of strangers because we alone, of all the animals on the planet, can create and believe fiction….All other animals use their communication system only to describe reality. A chimpanzee may say ‘Look, there is a lion. Let’s run away.’ Or ‘Look there is a banana tree over there. Let’s go and get bananas.” Humans in contrast use their language not merely to describe reality but also to create new reality.”
According to Harari, it is humans’ ability to create and share collective visions—of futures, of possibilities, of things yet to come—that enables us to rally together and accomplish great things. This principle has important application for small business owners and leaders in general. We all have goals we hope to accomplish and ideas of how our business could be better in the future. But how effectively are we sharing those ideas with our employees, our clients, and the general public? How can we tell our business’s story such that others share our vision and work together to reach new possibilities?
Tech industry veteran Mike Kappel offers five suggestions for helping tell your business’s story more effectively. First, set clear parameters. When talking about your business, it is crucial that you are direct and specific about your purpose and what the business is trying to achieve. Your vision may be grand, but if people cannot grasp the specifics, they will not want to listen. Next, be authentic. Maybe your company has a unique and engaging origin story that will grab customers’ attention. Or maybe your origin story is not all that interesting, but your product quality and customer service are exceptional. Whatever the case, always be honest about your strengths and weaknesses.
Next, Kappel encourages businesses to clarify desired outcomes. Whether you are presenting a new company goal in an employee meeting, or marketing to potential clients on your website, your audience will want to see a hopeful, actionable message at the end. This could be as simple as inviting potential customers to reach out for more information. Invite your listeners to engage with the message right away by setting clear expectations of how they can do so.
Consistency is another key element of effective business storytelling. Your brand and company vision should be parallel across all communication platforms, both visually and in terms of content. Similarly, all employees should be well-versed in the same company story, especially employees who interact with customers or the public. Train new employees thoroughly and revisit company messaging with them often to make sure everyone is on the same page.
Finally, Kappel advises that good business storytelling involves the customer. Your customers will appreciate your business more when they see their role in your story. At NiteHawk, we often invite customers to participate in our storytelling by creating web-based videos about their businesses and how they have benefited from using our products. This is a useful marketing opportunity for our customers, and it also communicates our appreciation for them and the vital part they play in the story of our business.
We at NiteHawk wish you continued success and invite you to contact us with any questions.
Works Cited
Harari, Yuval Noah. 2015. Why humans run the world. TED. Available at https://www.youtube.com/watch?v=nzj7Wg4DAbs.
Kappel, Mike. 2018. 5 essential tips for business storytelling. Forbes.com. Available at https://www.forbes.com/sites/mikekappel/2018/01/17/5-essential-tips-for-business-storytelling/#70558a92454d
Custom Options: The NiteHawk Engineering Team can design and fabricate unique options to save you time and money.
Cab and/or Hopper Wrap: Custom designs, colors and logos, commercial grade vinyl wrap professional install
Cab and/or Hopper Paint: Commercial grade paint of cab, hopper can be powder-coated to match or a different color
Side Suction Hose: 6″ Suction Hose, 8′ reach, Aluminum Nozzle and Handle for picking up debris outside of paved areas
Passenger Side Curb Broom: Vertical Digger Curb Broom, Independent Controls
Dust Suppression System: Watery Spray System, Front Bumper Spray Bar, Sweeping Head and Curb Broom Nozzles, 100 Gallon Tank Capacity
Storage Tray: 8 Sq Feet storage with 5″ lip driver side mounted for additional easy access storage.
(Not compatible with Alternative Fuel)
Work Light – Rear: Custom Spec Wide Angle View 15″ White LED Bar Light, Rear Bumper Mount. Dramatically increases visibility and illumination of your sweeping path.
Work Light – Front: Custom Spec Wide Angle View 15″ White LED Bar Light, Front Bumper Mount. Dramatically increases visibility and illumination of your sweeping path.
Traffic Advisor Light Bar: Low Profile SUPER-LED Direction Bar. safely notify other traffic when sweeping in busy locations
Multi View Cameras: 3 Camera System, Dashboard Display, Driver side, Passenger side and rear view monitoring provides increased visibility and safer operation.
LED Flasher Bar: High Visibility 17″ Amber LED Light Bar, Center Mounted
Bumper Strobes: High Visibility Amber LED Flashers – 2 Front Bumper Mount, 2 Rear Bumper Mount. Provides 360 degree flasher view of equipment
Rear Magnet Bars: 16″ magnet trays mounted to sweeping head, designed to protect your rear tires from sharp metal debris damage.
Front Magnet Bar: Front Bumper Under Mount, Manual Activation, 72″ wide protects tires from sharp metal debris damage.
Hopper Coating: Interior Coating – Powdercoat or Rhino Lining for additional protection
HD Front Bumper: Heavy Duty Safety Bumper engineered 3/16″ high strength steel, powder-coated, padded front plate designed to protect your investment.
Fire Extinguisher: Driver-side Mount, High Visibility All Weather Cover, 10lb, A/B/C rated
Backup Alarm: External audible alarm, connected to reverse position
Trailer Tow Hitch: Class IV trailer hitch/receiver with 7 pin trailer wiring connection
Alternative Fuel: LPG – Liquid Propane: 21 Gallon GGE, bifuel system
Chassis Options: GMC 2500HD, Cheverolet 2500HD, Ford F250
Custom Options: NiteHawk Engineering Team can design and fabricate unique options to save you time and money
Poly/Steel Broom: 75/25 poly/steel blend for longer broom life and better performance
Low Profile Toolbox: 14 Cubic Feet Storage, Driver and Passenger side access doors (locking)
Traffic Advisor Light Bar: Low Profile SUPER-LED Direction Bar. safely notify other traffic when sweeping in busy locations