Every company has a story. Maybe yours first clicked during a happy hour while you and a few co-workers joked over a ludicrous thought. Or perhaps it all began after years of doing the same thing over and over again -- you knew there had to be another more efficient process.

No matter where the origins of your business baby stemmed from, the purpose will always be unique and important to your company. It brought you to the sacrifices, hard nights, and incredible successes of today. That is a story that is worth telling to everyone.

The narrative that you create about your company helps create a human element to your product. A 2010 study conducted by Cone Communications, a public relations and marketing agency focused on social causes, reported that 80 percent of consumers are more likely to purchase a product that supports a cause during the holiday season. In addition, Hill Holliday's research arm, Origin, conducted a survey showing that people were willing to pay five percent to 64 percent more when products were paired with a meaningful product story.

A good and meaningful story helps increase the social value of a product. People are more likely to talk about your product and share it with others because it is unique and significant, and it makes them feel good about themselves for being involved.

At the end of the day, it's all about relatability. How can you show your customers that you made this product with them in mind?

Let's take a peek at sportswear giant Nike, whose founders came from humble beginnings. Most fitness junkies already know that Knight's co-founder, American track-and-field coach Bill Bowerman, broke his wife's waffle maker in an attempt to perfect the most efficient outsole design (the full story is detailed in Phil Knight's Shoe Dog).

Nike's most popular video ads don't detail the technology of their latest products. Instead, they follow humble story lines of elite athletes:


Or the everyday girl:


So, let's dig a little deeper. How do you get those feel good vibes to resonate from your head into your consumer's hearts? Take a look at these five questions:

  1. What was the moment when it all clicked? Do you remember where you where, what you were doing, and the feeling that overcame you?
  2. Why did you create this product?
  3. What sacrifices did you give up to be in the place you are now?
  4. Is there an event or series of events that helped you realize that all the sacrifices were worth it?
  5. How do you see this product helping people and changing their lives?

Set a timer for five minutes per question and let your thoughts flow. Write, write, write. Once you're done, highlight your favorite words and sentences that best encompass who you are.

Let those phrases define your company in a slogan, on your marketing, and when you speak. This is the passion that will take your business from good to great in the most meaningful way possible.

Published on: May 8, 2017