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Want mass media coverage? Dumb down your story.

As a startup or small business, getting covered in The Economic Times or India Today can give your business the wings it needs. Investors take notice. Smart people working elsewhere look up your company. Team members thump their chest and show the coverage to their wives and girlfriends. You reach potential customers too if India is a part of your target market. Now, if you are in a sexy consumer business, getting covered is not difficult. Ask Zomato. Or those online lingerie people. But what if you are in a business your mom doesn’t understand a word of?

The thing with mass media is that they only cover stories that inspire, educate, entertain or piss off the common man. Your job is to figure out how to do that. Your job is to dumb down your story to fit the mould. Or sex it up, which is pretty much the same thing from the other side of the fence.

As a tech business, you have to be ready to take the product out of the equation and work another angle into the story. Was the company founded by two 16-year olds? Did you have 70 customers even before you had the product ready? How about having no HR member even with a 100-person team? The common man loves crazy. Was the company started from Shillong? Are you entering a game that Google has been playing for long? The common man loves underdogs. He loves drama. The smell of blood. Cleavage.

When I was at FusionCharts, we were able to generate some good press for ourselves and I will take you through one of the stories we created. If you really want to know, FusionCharts helps you create delightful charts in JavaScript. The common man doesn’t give a flying fuck about that. So what angle could we bring in? Turns out the angle brought itself to us.

One fine day we got to know that the Federal IT Dashboard, a project undertaken by the US government to track 600 billion dollars of IT spending, uses FusionCharts in plenty. How about we pitch that to the press? Interesting but no thanks. Just a couple of days later, we came across a picture of Barack Obama using the Federal IT Dashboard. Would “Barack Obama uses FusionCharts as a part of the Federal IT dashboard that tracks 600 billion dollars of IT spending in the US” work? 600 billion dollars is definitely impressive but what’s this Federal IT Dashboard thingy? Also the message was too long. After playing around with the language to make it crisper, we finally decided to cut it down to “Barack Obama uses FusionCharts.”

The story got covered in all leading publications of India. The press took the liberty of modifying it to suit their agenda as well. When Obama came to India in late 2010, we got to see coverage on the lines of “Barack Obama uses made-in-India FusionCharts in spite of his anti-outsourcing policies.” Over time, the story has gotten a little old but still no publication passes a chance to tuck it in some corner of a FusionCharts coverage.

Every company has a story. What’s yours?

Original Post can be accessed at Pokeandbite.com

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Get Your Story Straight

What do top technology companies have in common? Think about SalesForce, IBM,VMware, Workday, Apple, Riverbed, Cisco.  What separates market leaders and category creators from the rest of the pack?

They tell powerful stories.

Stories matter. We see it over and over again. Companies that capitalize on an inflection point and grab a leadership position always have a thought-provoking point of view that resonates with buyers. Customers buy into the story before they buy the solution. 

And a story is more than a slogan or a catchy tagline. It’s offering a different perspective, not just pushing a product. It’s a crisp, clear way of communicating how a company or a product will solve a big, hairy problem for customers. It comes from putting the customer’s needs and requirements first, not the technology or the company’s agenda.

Look at Cisco. The company wasn’t founded to sell routers and switches. It started when a husband and wife wanted to email each other from different offices at Stanford and they couldn’t. So they created the multi-protocol router and solved the problem. And they knew others wanted the same problem solved. They didn’t launch a product—they solved a problem and created a powerful story and different point-of-view. And they instilled a customer-first, problem-solving culture at Cisco. You know the rest of that story.

Need other examples? Look at game-changing CEOs Marc Benioff, Larry Ellison, Steve Jobs, and Jeff Bezos. They disrupted markets and catapulted their companies into legendary status with conversations that re-framed the problem for buyers. They articulated their company’s value in simple, concise positioning stories and a narrative that offers a new perspective to buyers.

So if a great story is the key to success, why doesn’t every technology company have one? The reason is simple.

All too often, the responsibility for positioning is taken on by tech CEOs or product managers who are in love with their technology.  And technology moves to the forefront of the story. WRONG. Buyers don’t care what’s cool about your technology or your IP. They care what it does for them.

The most effective storylines carve out a distinct corner of the room—and box competitors in as having a solution for “yesterday’s problem” or “the right idea, but the wrong approach.”

What makes a good storyline? The most effective positioning stories MUST answer three questions for the target buyer:

#1: Why your company or product, NOW?

Tell them in clear, human terms what problem your product solves and why it’s important to solve it TODAY. Is this an old problem that has gotten worse? A new problem caused by fast-changing market dynamics? Will your buyer lose his job if he doesn’t solve this problem? Strong positioning stories empathize with the buyer’s situation and create a sense of urgency about solving a critical problem.

#2: Why is your solution different?

Once the buyer agrees with your point of view, the next question on their mind is “who else can solve this problem?” or “can my existing technology vendor take care of this for me?” Great stories lay down the logic for a new approach to solving the problem. This requires talking about your secret sauce, IP, or game-changing differentiators  in terms of business requirements. You can avoid the tedious “feature-checklist” war by articulating the need for a different approach. Different, not better, always wins.

#3: How will this improve my life six months from now?

Paint your buyer a picture of how much better their life will be with an investment in your solution. Your life is “hell” right now (big problem); here is the unique approach (our secret sauce) for solving this problem; here is what your life will soon look like.

All market leaders and category disruptors have a compelling and distinct point of view. If you want to join them, start by getting your story straight.