A salesperson opens a slide in his company introduction deck. It displays the logos of all the prestigious brands his company has worked with.
He says confidently,
"We have provided services to all these brands."
Several people in the audience look impressed. But one senior leader asks,
"You seem credible. But how well do you understand the problem we are trying to solve by considering your product?"
The salesperson responds,
"I would love to learn about your problem."
The meeting continues for an hour.
The next day.
Same boardroom.
Same clients.
But a different salesperson from another company.
This salesperson begins differently:
"I am here to help you solve a problem."
Instead of opening with logos, she tells a story , about another client in a similar business who faced comparable challenges, and how her company helped solve that problem.
Only after sharing the story does she display the slide with logos of well-known brands they’ve worked with.
This time, the client responds differently:
"Your other client’s story really connected with us. We have almost the same challenges , except for a few differences we’d love to discuss. And the fact that you’ve worked with such impressive brands adds to your credibility."
The meeting continues for another hour, and ends with a verbal commitment to move forward.
What was the difference between Scenario 1 and Scenario 2?
In Scenario 1, the salesperson built credibility first by showcasing past associations.
In Scenario 2, the salesperson built connection first by demonstrating an understanding of the client’s problem, and then reinforced it with credibility.
As Brené Brown defines it:
“I define connection as the energy that exists between people when they feel seen, heard, and valued; when they can give and receive without judgment; and when they derive sustenance and strength from the relationship.”
In Scenario 2, the client felt seen, heard, and valued.
In Scenario 1, they merely saw proof.
If there is ever a war between connection and credibility, connection will win -every single time.
Because credibility may earn attention.
But connection earns commitment.
Stay Storied !
If you would like to go deeper into organisational storytelling, you can explore my book Strategic Storytelling : Why Some Stories Drive Your Success at Work and Other's Don't. In it, I share over a decade of organisational storytelling practice, lessons, and real-world applications that show why some stories drive success at work , and others don’t.
