Last week I was driving to basketball with my daughter listening to Hamish and Andy on the radio. Richard Branson was up next to talk about the launch of Virgin Money and this is what he said (perhaps not word perfect but how I remember it):
Andy: so tell us about this new venture Sir Richard.
Sir Richard: Until recently Australia had nine banks but the big four gobbled up the smaller ones leaving Australian with little choice and higher fees. Virgin Money has arrived to give Australians a choice again.
That night I was watching the 7pm Project and there was Richard telling the same simple clarity story.
I can see this little story having an impact for three reasons:
- it’s told as a story where the little guy is up against the four big, bad guys (we like a challenge)
- it reminds us of how Branson introduced Virgin Blue and how flight costs tumbled
- it’s a story so can be easily remembered and retold
Have you heard other CEOs launch products or a company with a story?
About Shawn Callahan
Shawn, author of Putting Stories to Work, is one of the world's leading business storytelling consultants. He helps executive teams find and tell the story of their strategy. When he is not working on strategy communication, Shawn is helping leaders find and tell business stories to engage, to influence and to inspire. Shawn works with Global 1000 companies including Shell, IBM, SAP, Bayer, Microsoft & Danone. Connect with Shawn on: