Press Releases and Future Success

Consultants often tell their clients to create press releases to represent their ‘desired future’ and then work backwards to the processes and events that must occur to achieve their  objectives.  This approach has two critical problems.

  1. Focusing on one ‘desired future’ can poison our behaviour today by limiting our perspectives rather than preparing us for multiple considerations of what may happen.
  2. Just like forecasting this simple approach fails more often than not as most companies don’t know their current state and their internal focus restricts their field of vision as to what may occur and hamper the analysis and actions needed to achieve their desired future state.

The Press Release technique is interesting but must build on accurate current state information and high quality future scenario analysis to frame press release content links to company stories, processes, software, brands and KPIs ( see the STORY LENS ) in a meaningful way.

Cheers,

Nick www.scenario2.com

Shape your Future!

The future is the intersection of people and stories and we can wait to see what the future brings or shape it ourselves!

 

 We create our future and how we influence our future by understanding stories interests me personally.  Scenario2 offers a commercial prospective on tools and techniques that link numbers and stories to inform and help us shape our future including a unique look at Personae Behaviour .

“I WANT IT!” are three simple words that drive markets and understanding them helps us understand “WHY WE BUY”.

When it comes to buying and selling, we follow the money and multiple buyer perspectives including computer buyers, music buyers, current or potential suppliers or potential investors.  Apple is a brilliant example of ‘follow the money’ for success. 

 A change in a story related to Apple and one or more of the “I WANT IT!” perspectives would impact the way the Story Lens is perceived. If a new laptop with enhanced capabilities be introduced with a press release or story then current or new Apple customers think about how it affects them. Does the new product make it easier? Could they buy more powerful software? Will I look silly because I bought the old model yesterday? Will the talk about the Apple brand differently or will they look at their old Apple product differently?

Point the Story Lens at Apple to see the impact of new stories.

If Apple buys new Enterprise software that costs millions of dollars there would be an impact across Apple’s Story Lens. New software causes internal processes to change and impacts customers directly as would happen if a new shopping basket was added on the Apple web site and possibly require customers to pause and learn another way to buy. The software purchase requires new ways to measure productivity to ensure its effective use and value to Apple, Apple customers shareholders and eventually the Apple Brand and stock values.

 If we need to work with stories at a deeper level consider how storytellers evolve from hearing a story, repeating a story, changing a story, crafting a story to living a story.

 Stories create value, good or bad, that can be attached to products, processes, people, places and time.

Stories are my currency.

Cheers,

Nick

Who creates your future?