When storytelling about your business, very often, the best way to say what you mean – is to not say what you mean.
Years ago, I wrote and designed for a protective packaging company. We wanted them to be famous for how amazingly resilient their bespoke packaging actually was.
Of course, we could have waxed lyrical about the technical wonder of how they did what they did. But instead, I asked one of my design team to visualise stacked boxes for me. On them, I asked him to write:
“THIS WAY UP.”
And then, upside down on the same side of the same box,
“OR THIS WAY IF YOU LIKE.”
Nonchalant boxes. I still like that. And, of course, I didn’t mean it. But at the same time – you do know what I mean.
Being logical or rational in the way we describe what we do is very boring. Avoid that. Because boring is forgettable. And that’s the last thing you want when telling stories about your business.
When storytelling about your business, very often, the best way to say what you mean – is to not say what you mean.