CEOs and their brands almost feel as though they’re one and the same. And like any good story, a brand would not be nearly as intriguing without its main character: its CEO.
Like any good story, your brand’s narrative needs a plot, a theme, a conflict, and perhaps most importantly, a cast of compelling characters. At the center of that cast is your founder or leader, and the way you tell their story will have a direct impact on the attention your brand commands from media, investors and other stakeholders.
So what does it take to craft a compelling leadership story?
AUTHENTICITY
Your leadership stories can (and should) be exciting and dramatic, but they can’t be fictional. Begin with “just the facts” about your background and personality, and build from there.
HISTORY
Where did you come from, and how has your past impacted who you’ve become today? What past experiences did you have, in business or otherwise, that made you the perfect fit for the role you hold today?
MOTIVATION
What drives you to be great, and more importantly, to help your organization achieve greatness? No, the answer shouldn’t be simply “making a lot of money.” Luckily, if your organization is mission-driven, your motivation will be much loftier than that anyway. Make sure you understand your vision and can explain the factors that drove you to launch your organization in the first place (especially if you are also the founder). What need did you perceive and decide to fill? What kind of change are you aiming to create?
CHALLENGES
Believe it or not, an overnight success story doesn’t do nearly as well as a story about trying, failing and trying again. Leverage the struggles and obstacles you have faced to your advantage. Use them to shape a narrative about resiliency, a characteristic that, when emphasized in your story, will naturally be attributed to your organization as a whole.
PERSONALITY (THAT EXTRA SOMETHING)
Nearly all of today’s most talked about leaders didn’t become popular simply as a function of their business acumen or impact on the bottom line. It’s their personalities, and most importantly, their quirks that make them stand out. Entrepreneurs like Marissa Mayer, Mark Zuckerberg and Richard Branson all have that special something, that makes them impossibly unique and interesting. It’s tough to put your finger on it, but you know it when you see it. For Marissa, it’s the steadfast confidence in the face of doubters and naysayers. For Mark, it’s the hoodies, the obliviousness to the status quo of the business world, and the polished nerdiness. For Richard, it’s the beachy style and dolce vita attitude that makes you think being a billionaire entrepreneur may actually be more play than work.
So what’s your story? Can you tell it in just a few sentences? Share yours in the comments!
Photo Credit: Hpeterswald
