Every business is driven by one of two philosophies, either:
– Competition driven; or
– Story driven.
The competition driven philosophy is:
You start a business and you think, who is already in the game, what is their swot, how can I take them on, what can you do better than them.
You look at what is already there and are reactive to the marketplace and prioritizes beating its competitors and racking up profits.
The goal is to win at all costs. And not much else.
The story-driven philosophy is:
You see a challenge, a gap, a customer pain, that needs to be fulfilled and then you put your resources, contacts, and team in an endeavor to close the gap, and take the pain away from the customer.
A story driven company is one that is responsive to customers and prioritises having a clear sense of purpose and identity.
It makes little reference to the competition and is intent on creating an impact.
Story driven companies have a positive impact on their customers and society. They thrive by making the connection between their purpose and prosperity. Their goal is to make a difference.
There is the thing:
We dream in stories, daydream in stories, remember, anticipate, hope, despair, believe, doubt, plan, revise, criticise, construct, gossip, learn, hate, and live by stories.
As Bernadette Jiwa says in her amazing book Story Driven:
You don’t need to compete when you know who you are.