It was a crisp October day in 1995 but Joan Paradise, owner of High Note Technology, didn't notice the weather. She was engrossed in her work, trying to develop an easy and convenient way for customers to access non-copyrighted music from servers throughout North America. Joan, a former music teacher, understood the market and the technology. But word of her fledgling service was getting around. High Note had to move quickly or lose out to industry giants with greater resources and budgets.
Stories do that.
We're drawn to stories because they're interesting and relevant. Stories connect us with heroes and knaves, the unforgettable characters from our past and present. That's not the case with most business communications. So much of what passes for marketing messages, print or electronic, are so bland they're meaningless. Some product or solution descriptions are written in such bloated, obfuscated language they offer little clue about what the company sells.