Great stories succeed because they are able to capture the imagination of large or important audiences.
- A great story is true
- Great stories make a promise.
- Great stories are trusted.
- Great stories are subtle.
- Great stories happen fast.
- Great stories don’t appeal to logic, but they often appeal to our senses.
- Great stories are rarely aimed at everyone.
- Great stories don’t contradict themselves.
- Most of all, great stories agree with our world view.
Apart from the Seth Godin elements of great/good story the stories should also be:
- Simple – Good stories are easy to understand. They’re also told in a language that matches the way the intended audience communicates, so they don’t need to spend time interpreting and then absorbing. Simplicity also aides in memorability, because the overall lesson is easy to grasp in summary.
- Emotional – Good storytelling requires an emotional component. Most of the memorable ones have humor, pain or joy (sometimes all three). If every story were simply facts stated, one after another, most of us wouldn’t listen or remember any of it.
- Truthful – Not truth in the scientific sense, where there’s an objective fact stated, but true in so far as the tellers believe in what they’re saying and are honest with themselves and their audience about it.
- Real – Good stories are first-hand experiences the teller actually witnessed. Even if it’s a story that’s passed on generationally, an effective one still has an element of how that story relates directly to the teller, told in the teller’s own words.
- Valid – Regardless of the audience size, a good story works for any One to one million. It isn’t concerned with how many people can hear it, just that someone, somewhere is listening to it.
There is a difference between making money for oneself and creating wealth for others. This is the story of a business house that has created wealth for a nation. It is a story of struggle, anxiety, adventure and achievement. This is the story of our pioneers.
Jamsetji Tata, the Founder of the Tata group began with a textile mill in central India in the 1870s. His powerful vision inspired the steel and power industries in India, set the foundation for technical education, and helped the country leapfrog from backwardness to the ranks of industrialized nations.
The Tata group is the only business conglomerate in India which has contributed several leaders of stature to public life. Their leadership and values have guided the destiny of the Group and built a heritage that has made the Tata’s India’s most respected corporate group.
Over the past 100 years, the Tata’s have invested in industries and worked in areas which have been of specific importance to nation building and industrial development. This has been done while upholding the values cherished by the group: innovation, leadership, trust and fair play. In today’s fiercely competitive times, the Tata group has shown that material goals can be achieved without abandoning belief in core values and principles. In a world where values such as commitment, integrity and nationalism are eroding, the Tata group is a sparkling example of how they continue to be the guiding principles of all its endeavors.
The elements of great/good story Godin mentioned which align with TATA are they are true, make promise to the nation to bring in the development and infrastructure, they are trusted, and no contradiction in the stories.