How storytelling can help your business through tough times
In my work, I get to tell the stories of small businesses for an industry magazine, as well as help businesses tell their own stories via websites, blogs, presentations, speeches, etc.
During my magazine interviews, we spend a good bit of time talking about the company’s history, and it’s common for business owners to bring up the 2008 recession as a milestone.
“We were having a growth spurt, and then 2008 came along.”
“Less than a year after I started my business, the recession hit.”
“Believe it or not, we found a silver lining in the recession.”
Most of us tend to focus on the big highs and lows when we look back, so it’s not surprising that the recession has come up so often in these conversations. I’ve been thinking a lot about that lately. Everyone I know is trying to wrap their heads around the unprecedented personal, professional and economic challenges and fallout of COVID-19, and none of us know how this part of our story is going to end.
So given that, why I am talking about stories at such a stressful, uncertain time?
Because I believe the stories we tell ourselves and others are powerful, even when we don’t know the endings. Here are a few thoughts about how you can use storytelling to help yourself and others through this tough time.
Look back at the earlier chapters of your story.
Think about times when you’ve gone through a crisis – getting fired or laid off, facing a professional failure or disappointment, dealing with a personal or medical crisis, etc.
In the moment, these big life events seem impossible to get through, but most of us have risen above difficult times and gone on to experience success, stability, peace of mind, health (or whatever applies) again. If writing things down helps make things more concrete, make a list of the things you’ve overcome in the past.
When you’re feeling overwhelmed by the current and/or future effects of the COVID-19 situation, look back at your story and remind yourself that you have a track record of overcoming hard times.
Skitterphoto
Keep a (professional) quarantine journal.
I’ve seen quite a few articles that suggest keeping a personal journal during these strange quarantine days, and it struck me that keeping a quarantine business journal could be interesting and valuable.
If the word “journal” makes you flinch or roll your eyes, come up with your own word for it. Log? List? The point is to keep a record of this time, and the form that takes doesn’t matter. It doesn’t need to be complicated, and you don’t need to spend a lot of time on it, but I think writing things down (whether online or on paper) is worth a few minutes out of your day. Here’s why:
I don’t think I’m the only one dealing with distraction and lack of focus right now. My mind often feels like a pinball machine, with questions, worries, ideas and assignments bouncing around noisily. Writing these things down as they come along helps me organize that chaos.
This might sound like the kind of note-taking you already do in your online or paper planner, but the quarantine version would zero in on the unique thoughts, concerns and ideas flowing from the situation we’re in now.
Examples: Questions that pop up in the course of the day about unemployment or stimulus programs, cash flow, budgeting; what you need to (or want to) to communicate to clients or customers; brainstorming ideas about how to tweak or reinvent your work or processes. (Brainstorming "rules" are usually pretty loose, holding that no idea is too dumb to put forward because it may spark another idea; this is a good way to approach your quarantine notes.)
If you tend to be a perfectionist about how things are organized and that’s likely to prevent you from ever getting started, try to let go and just commit to making a few stream-of-consciousness notes at the end of the day.Use your journal/log/list to keep a running list of the steps you’re taking to manage and overcome your business challenges. It’s so easy to tell ourselves that we’re not doing enough. Writing down what you’ve done so far helps override that negative soundtrack and can help you feel a little more in control.
Use whatever is easiest – notebook, smartphone, iPad, laptop, etc.
If you’re feeling inspired, also include non-business details or observations about quarantine life. I’m trying to do this at the end of every day because I think it will become a written time capsule of sorts that my teenage daughter and I will be glad to look back at later. My entries include the odd things we encounter on our daily “cabin fever” walks, the latest quarantine messages our local indie theater is putting on its marquee, the comfort food and snacks we’re gravitating to, what we’re watching, and our virtual visits with family and friends.
And don’t talk yourself out of keeping notes because you haven’t been doing it from the beginning (I came close to doing this myself). Think back over the past few weeks and jot down whatever comes to mind or just start now. There are no rules.
Share your story to help other people.
Listening to the stories of people who are dealing with the same struggles/uncertainties I’ve faced personally or professionally has always been helpful to me.
The saying “Misery loves company” can sound mean-spirited on the surface, but the truth is that while I don’t wish misery on anyone else, it is comforting to know I’m not alone in my misery during tough times.
Tracking this strange time in your professional life and turning your notes and observations into stories you can tell (via blog posts or social media or conversations) can at the very least give a shot in the arm to others who may feel they’re the only ones faltering.
At best, your stories may inspire people and spark ideas/workarounds that may solve some of their biggest frustrations. Stories really do have power.
Share your story to help yourself.
When I work with businesses on bios or the “About” pages on their websites, we talk about how to make this content more personal and conversational – how to give those who will read it a true sense of who you are as a business person or as a company. Much of the about/company history/bio content I come across on websites sounds like boilerplate, so it’s always refreshing to read company or individual stories that feel real. I’m a firm believer that this helps to inspire trust from the get-go.
As we continue to deal with COVID-19 challenges, remember that people are drawn to stories and consider the possibility that being transparent about your experiences may have value for your business, too.
Many of us have been doing our best to support the local businesses we know so well. We’ve been ordering from coffee shops and restaurants that are offering curbside pickup, hoping our support can help them weather this huge hit. I’m awed by the creativity and patience my favorite businesses have shown as they’ve continued to serve customers and keep them safe.
The updates our neighborhood coffee shop (The Third Place in Raleigh, NC) has been sending out are making me an even more loyal customer because they have shared not only their evolving offerings and safety procedures, but also the “journey.” They have been upfront about the learning curves they’ve faced in transitioning to phone and online orders and contactless pick-up. Knowing about the behind-the-scenes struggles makes an impression on me; their story of rising above matters.
Yours does, too. Share it.
Photos via Canva. Credits, top to bottom – Victor, Pexels; Suzy Hazelwood; Skitterphoto; Jessica Lewis; Tumisu.