The game of telephone stops when someone doesn’t own the story. I have always said, you got to own it, to sell it. Therefore, it is always so critical in a culture to develop a strategy that seeks to ensure people don’t just know your story, but rather own your story.
The more people who own your story means that more people will then organically hear your story. The more people who hear your story from those who own the story means that more people will then want to become… a part of your story.
In his classic book, A True Believer, which was written in the 50’s about the psychology of mass movements, author Eric Hoffer talks about the passions of the masses.
People want a sense of belonging and equality.
The more people who are telling your story because they too, own your story, will in turn translate into more people wanting to be a part of your story.
It seems more and more these days we settle for simply getting as many people as possible to just know about our story. And certainly awareness is good. But what would it look like if we settled for nothing less than getting as many people as possible to own our story?
For me, it would look like how effectively I am at taking people on a journey from ignorance to ownership.
What does this journey look like? It looks like taking people through each one of these following components along the journey towards ownership.
How do you get people to own your story and not merely just know about your story? The path to ownership requires sweat equity that one has made the journey from ignorance to ownership.
Now, it would be very easy to make these thoughts about one’s marketing message. And these thoughts certainly are transferable. But, what I am thinking more about is not one’s marketing message, but rather one’s team culture. I’m thinking about leadership. I’m thinking about unleashing upon the world a game of telephone about what you do that.. never hangs up.
Are you in leadership? What does your culture look like? Do your core people just know your story, or do they too.. own your story?
If you sat down with your core people and played a game of telephone around what it is that you do, what would that look like?
Where does it stop? If it stops at just awareness, great job. But, realize there are still yet a few more steps until you reach ownership.
Is your culture filled with owners, or rather just interested story tellers? How can we get the interested to become the participants so that they can truly experience the story?
When you can do that, know this… ownership awaits.
And when ownership awaits…