A BUSINESS LESSON FROM OUTER SPACE
Children today dream of where and when they can travel in space, while their grandparents were wondering how and if space travel was possible. The Russians were the first to travel in space with NASA, the only U.S. space
Reaching your full potential will always involves some risk. For Shepard, he knew the Freedom 7 could crash, but he was willing to take the chance. Now, there is no need for you to put your life in danger, but when you let insecurities, fear of failure, or ego control your decisions, you hold yourself back from reaching your full potential and your goals. Why should you care about being your best self or striving to achieve audacious business goals? It makes life fun, interesting, and rewarding. It also forces you (and your teams) to be more than you are today. It starts with an idea, dream, or goal. Then, you need a plan, courage, and commitment to see your endeavor through. As you take action, you find you have to take some risk. That’s where the courage comes in. And don’t be surprised when you receive pushback from those who love you. They’ll be afraid of change, but don’t let it hold you back. Your big, bold aspiration does not have to be space travel. It could be opening a second office for your business or learning to love like the young man in the cover story. If you falter, remember that results are not your only measuring stick. What matters most is the journey, who you become, and how you impact other people along the way. And if you could use a partner to keep you on track, you know where to find us!
program, close behind. Today, young people can regularly watch as Elon Musk with SpaceX, Richard Branson and Virgin Galactic, Jeff Bezos with Blue Origin, and others space programs move people and equipment to and from space. It is hard to believe it was only 60 years ago this month that Alan Shepard piloted the spacecraft Freedom 7 116 miles above Earth’s surface. His trip only lasted 15.5 minutes, but it was groundbreaking. He dared to do what no American had done before and opened up a new world of possibilities. The space program exemplifies the power of imagination, courage, and innovation, and this power is within each of us if we choose to harness it. Many understand Shepard’s drive to push himself. That gnawing feeling in our guts tells us to do more with our lives and find our “purpose.” It has driven humans to harness electricity, build skyscrapers, implement mass production, develop mind-controlled prosthetics, and create the internet, and it can inspire any of us to be the greatest version of ourselves. Maybe your aspirations are simpler, like spending time with your loved ones. Whatever the goal, it’s your internal drive that pushes you to excel. It comes from within, it is not an external force. Sure, a good motivational talk can get you excited, but that flame quickly burns out without the internal drive or “mojo.”
HOWYOU CAN USE CUSTOMER STORIES
Stories are one of the oldest forms of communication. For as long as there has been language, people have used words to spin yarns and convey ideas. Today, when it comes to marketing your products, stories emotionally impact your customers in a way that mere facts never could. How do stories do this? According to behavioral economist and author Peter McGraw, memories are built on associations. When you form a habit, routine, or ritual, you’re essentially creating a new set of associations. Using stories, you can show how customers who use your product or service incorporate it into their rituals. If others see that your product has a benefit, they might be compelled to do the same. Before sharing testimonials of customers using your products willy-nilly, however, there are a few tips that might help you curate the stories your customers share and see. Make your customers the center of the story. Many businesses make their product or their brand the hero of the story, but this isn’t the most effective way to grab your customers’ attention
through storytelling. Instead, focusing on your customers, their rituals, and the success they’ve achieved can resonate a lot more powerfully. Of course, you’ll want to make it clear how your product helped them achieve success. Meet your customers where they are. Find a way to get customer feedback on the products and services your business provides. What do they like about your product? How have those products and services helped them the most? Incorporating this information into your storytelling campaign can also ensure that those stories resonate a lot more with your customers. Ditch the jargon. Always remember to keep your stories short, to the point, and accessible. No customer is going to be interested in reading an eight-page white paper or listen to a testimonial that they can’t understand because it’s so full of industry jargon. That’s the beauty of good storytelling — it can impact anyone, transcending industries.
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