Storytelling is one of the most important skills in today’s economy. In the early days we had an agrarian economy after which we went through an industrial economy and into a service economy. Today’s economy is an experience/connection economy. The future is a transformation economy.
- A commodity business charges for undifferentiated products.
- A goods business charges for distinctive, tangible things.
- A service business charges for the activities you perform.
- An experience business charges for the feeling customers get by engaging it.
- A transformation business charges for the benefit customers (or “guests”) receive by spending time there.
If you can’t tell a captivating story you can’t connect with your customers and create authentic experiences and it will be hard to stand out.