By Dave Kahle
Stories can be powerful tools to shape behavior and dramatically communicate expectations. Wise executives continually seek for opportunities to capture and then relate a story that supports and illustrates the organization’s culture. If the story can be tied to a piece of physical support, then it’s even better. Here’s an example.
In the days before email, we had a marketing program that consisted of developing an individualized prescription for a series of marketing letters for each prospect we encountered. We would customize and send these monthly. Thus, one prospect would get a series of letters based on the size and type of his business, and another prospect would get a different series. This was the backbone of our marketing effort, and we produced hundreds of customized, first-class letters each week.
For reasons that I can’t remember, I reached into the wastebasket and retrieved a crumpled up letter. It was one of our prescription letters that had been sent back to us. There were typos and obvious errors in the first paragraph, including the incorrect spelling of the prospect’s name. The recipient had circled the errors and hand-written this message across the top: “Dave, if you can’t produce a letter without errors, how can you possibly help me?” He had mailed the letter, with his notes, back to us. Read more