Business owners know they need systems. Systems for hiring, onboarding, marketing, and building products. However, one often overlooked system is: storytelling.
Specifically, telling your company's origin story.
But what does that mean?
In a recent episode of the Systems Simplified Podcast, Adi Klevit of the Business Success Consulting Group and Jonathan Small, author of Write About Now, dive deep into the concept of an origin story and define a system that business owners can use to differentiate their companies through storytelling.
What is an Origin Story?
An origin story is more than a personal anecdote. It's a brief, relatable story that reveals how you or your business got started. For example, Steve Jobs had a compelling origin story for Apple. As many people know, Steve Jobs and Steve Wozniak dropped out of college and worked in Jobs' garage with the intention of developing a user-friendly computer.
This story has been repeated thousands, if not millions, of times by people around the world. That's the power of an origin story. When told effectively, it becomes a repeatable, scalable marketing tool that builds credibility, inspires trust, and creates a lasting emotional connection with your audience.
The Business Case for Storytelling
Every business exists to solve a problem. Behind every solution is a founder who identified that problem and decided to do something about it. A founder's journey includes that initial moment of recognition, the challenges faced, and the decisions made. An origin story should include all three of these elements.
Telling that story effectively does several important things for your business:
Differentiates You From the Competition
No two origin stories are the same. In crowded markets, businesses often struggle to stand out based on products or services alone. Your story sets you apart in a way that can’t be replicated. It humanizes your brand and shows what makes you and your business distinct.
Builds Trust and Credibility
Today’s consumers value authenticity. When your audience hears a real story about where you came from and why you do what you do, they connect with you on a personal level. That connection builds trust, and trust leads to conversions, loyalty, and referrals.
Engages Emotionally
Stories are how we understand the world. An origin story isn’t a resume; it’s a narrative of transformation. When people hear how you faced challenges and found a way forward, it activates their emotional engagement. It makes your message stick.
Inspires Action
Origin stories often include turning points, risks taken, and persistence through failure. They show what’s possible. When shared well, your story doesn’t just tell people who you are; it inspires them to become part of the story. They may do so by signing up, making a purchase, or sharing your mission with others.
Building Your Origin Story Into Your Marketing Systems
When you develop your origin story thoughtfully and use it strategically, it becomes a repeatable message that consistently delivers impact. In other words, it becomes an effective part of your marketing and branding system.
Here’s how to build and use your story. As you follow these steps, you can see where and how you can plug your origin story into your existing processes:
1. Document Your Story
Start by writing out your story in detail. Don’t worry about making it perfect. Focus on the why behind your business, the problem you wanted to solve, and the key turning points in your journey. Don’t be afraid to highlight the challenges. Think about Jobs and Wozniak. Building a company in a garage is a challenge, but it’s something that makes the story stick. Also, stories without conflict feel flat. The value lies in the moments you overcame adversity and not in painting a perfect picture.
2. Craft Different Versions for Different Channels
Once your story is documented, refine it into various formats:
- A full version for your website’s About page.
- A short version for pitches and networking events.
- A visual version for your social media content.
- A video or audio version for your podcast or interviews.
Each version should retain the emotional core of your story while being tailored to the context.
3. Train Your Team to Tell It
Your story should be a part of your internal brand system. Everyone who interacts with customers should be familiar with your origin story and able to communicate it in their own words. This keeps your message consistent and helps your brand feel unified across all touchpoints.
4. Use It Strategically
Your origin story makes your business memorable. It isn’t just for your “About” page!
Use it in:
- Sales presentations
- Hiring and recruiting
- Speaking engagements
- Onboarding materials
- Fundraising pitches
Anywhere you need to build rapport or convey purpose, your story can help you do it better.
Your origin story isn’t just something nice to have. It’s an effective part of your marketing and branding systems. When used properly, this is one of your most effective marketing assets.
Are you ready to systemize your marketing and ensure your origin story is part of your branding? Get in touch with Business Success Consulting Group! We are here to help you systemize your business and build processes to ensure consistency through every department - including marketing! Schedule a free initial consultation today.
