Ik ben een groot fan van de contentaanpak van General Electric. Dat enorme bedrijf is voor mij de LEGO binnen de B2B. Met als grote voorganger CMO Beth Comstock. Ik besteed ook een paar pagina’s aandacht aan ze in mijn aanstaande boek. En nu ook weer wordt ik door Beth getroffen. Bekijk alsjeblieft deze video. Ook als je niet binnen de B2B actief bent. Wat zijn jou learnings? Ik heb een negental quotes opgeschreven.

1) ‘Behind every person, behind every company, behind every thing, there is a story about how it got there. The most relevant stories connect on a personal level.’

2) ‘Simplify.’

3) ‘I find often in business we only want a logical, mathmatical, financial dealing, and the reality is that you have to be about a story to connect. To connect to a person, to a customer, to a product.’

4) ‘People don’t wanna be sold. They wanna be inspired.’

5) ‘If you kinda embrace who you are and find an elegance and a beauty in it, it’s amazing where it takes you.’

6) ‘What’s important for the company it’s what’s important to connect on the human level.’

7) ‘You can’t sell something until you entered someone’s mind. We talk about marketshare, but it’s really about getting mindshare.’

8) ‘As a storyteller you wanna connect but you have also a message to convey. It is a bit of an art why is this relevant. Why should you care.’

9) ‘The return on storytelling is that you make a connection. Are people finding value in it enough to share it. Off course in business there is always some return in investment from a financial perspective. But I’m a big believer if you plan enough seeds, if you made yourself open enough, people understand and relate to your story, the commerce will follow.

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