So we’re back with another book review and this time it’s a little book called ‘Story Driven‘ by Bernadette Jiwa.
I’m not sure how I came across this book. If I’m honest, I think it was probably just that it was reasonably cheap on Amazon and came with a recommendation from Seth Godin, so the thinking was: win, win! And, you may have seen that it’s provided the inspiration for a few blogs already and so for that, it’s been well worth the money.
In the book, Jiwa explains how so frequently we are conditioned to play to win, but that those businesses and individuals that we admire and respect play to a different set of rules. They are driven by a strong sense of identity, where rather than focusing on how to differentiate themselves from the competition or ‘obsess over telling the right story’, they focus solely on their truths. Telling the real story is what matters.
The book itself tells you most of what you need to know in the first couple of chapters, and there’s no denying the value in what Jiwa offers up. What follows though, is a vast number of short ‘case studies’ on what she calls ‘story-driven’ companies doing things the right way. In the interest of being completely transparent: it drags and contains far too many examples to leave a lasting impact and so I skipped about half of them… But, the real gem of the book is in the last chapter so make sure you persevere to the end.
Anyway, my takeaways:
Don’t be like VW
Almost the entire first part of the book revolves around the Volkswagen scandal of a few years back and how it was their drive simply to ‘win’ that led them there. I’ve written about this more extensively in my post ‘Pursue meaning not more‘. Instead, Jiwa suggests that those who are driven by a story and sticking to their truth, are less likely to create a culture where good people do bad things.
Don’t read this book if you think VW has nothing to be ashamed of. Or rather, do – you’ll soon change your mind.
Align story with strategy
This is something I’ve banged on about a couple of times already. So let’s be clear:
You. Have. To. Back. Up. What. You. Say. About. Yourself. With. Actions.
Jiwa does a great job of explaining that often brands start out with a grand vision for the future, but without a plan to make it a reality, it can be easy to focus on succeeding in the present and taking your eye off the long-term goal. Having a strategy that aligns to your backstory and the future you’re looking to build, is the way you’re going deliver. Your strategy is your ‘how’ – the stepping stones to achieving your vision. Make sure they are aligned or you risk failure.
Invest in yourself
This is the gem.
It has nothing really to do with branding, and everything to do with your own personal story. The whole chapter is excellent and beautifully-written. I can’t quote it all but it feels particularly relevant. I’m just going to quote part of it here, so if you take nothing else from ‘Story Driven‘, remember this:
“We spend a lot of time looking at our reflection […] to wonder how our appearance will be perceived and what we need to do to perfect it. Our days are consumed with measuring up in all kinds of arbitrary, superficial, ungrounded ways. What would happen if we spent as much time reflecting – wondering about and working on the inside, nurturing the things that make us who we are?”
And while we’re here, there’s also this zinger:
“Exceptional performance is not a result of expending the most effort. The secret to being exceptional is the small choices we make moment-to-moment.”
Sorry it’s a bit of a lengthy one!