Selling With Noble Purpose, 2nd Edition

CHAPTER 8The Stories That Make Your NSP Stick

Storytelling makes the brain light up in a way no other form of communication does.

—Nancy Duarte, author, CEO, and the storyteller of Silicon Valley

The default narrative of most organizations is a money story. You've already read about why a money story doesn't win hearts and minds. If you want to accelerate competitive differentiation and emotional engagement, you need to craft a meaning story.

A meaning story draws from the collective shared memories and beliefs of the people who work there. It's about your journey, where you've been, what you did, who you are, what you believe, and what it means to be part of your tribe.

A 2019 PwC research project about the connection between strategic purpose and motivation revealed that a mere 39% of employees could clearly see the value they create. More than half weren't even “somewhat” motivated, passionate, or excited about their jobs. The current crisis of disengaged employees is both stunning and heartbreaking. Millions of people are showing up for work every single day and leaving their hearts at home.

Even if you're not one of the disengaged, you're affected by them. When members of a sales force are disengaged, it has a chilling effect on the entire team, not to mention your customers.

One of the core responsibilities (and great delights) of a leader is to show your team why their work matters. Knowing your work has an impact on others inspires people. You can't illustrate the ...