My mailbox seems to be running at a rate of about 20 holiday catalogues a day this December. I flip through hundreds of pages chock full of clever sweaters, yummy foodstuffs, big bling, and fancy decor (just in case my family or I really need any of it). Yet I am stopped by two catalogues only. The two that feature engaging stories of human passion and commitment: Perricone MD and Patagonia.
Perricone got me with their cover line, “Meet The Heroes of Science and Results.” Inside were inspirational stories of women using science to change the world. Coming from a skin care line that puts scientific research at its brand core, the connection was powerful.
Patagonia is no stranger to brand storytelling, but it continues to use empathy and the hero’s journey to engage mere athletic mortals like myself. The story of a failed climbing attempt on India’s Mount Nilkantha, “What Was Left,” and the team’s eventual return and final success, was a rich tale of human bonding more than a journey depicting physical prowess.
The December deluge of catalogues was another clear reminder that the best persuasion in any season is a well-crafted, authentic story. Happy storytelling to you in 2019!