Oxfam is betting on a new way.
Imagine having to sell second hand goods. Say, used furniture. Or other items of daily use. Like sunglasses. Or combs. Or radios. Whatever.
That effort is not going to fetch anything more than a small sum, unless ofcourse those belonged to a celebrity.
Ofcourse, the celebrity quotient is comes from the story that can be told.
“This hair strand is from Elvis Priestly”.
“This coffee cup was used by Sachin Tendulkar”.
Surely, the strand of hair is not worth so much if its not associated with Elvis. Nor the coffee cup with Tendulkar. These are stories that give life to random inanimate objects.
So here is Oxfam’s very interesting game plan.
Second hand goods gain a meaning when they come with a story. If there was a way of sharing a story about a second hand product with a prospective buyer, well, the chases are more for a purchase. (Every item on second hand sale will carry a story along with it and tagged to the item using a QR code. Any prospective purchaser would get to know of the story behind the item on sale. )
“Someone might donate a record and add that it was the song that they danced to at their wedding to its tag,” The chances of a purchase brightens with the story! (Not that it would result in a purchase everytime).
Stories have great power in them. Almost magical. Every individual carries his or her own stories and it becomes easy to relate to other stories that are told .
The humdrum of everyday corporate life makes it difficult for us to take the time to listen to stories or narrate our own. But when we do narrate or when we find a patient ear, what a difference it makes.
Methodologies like Appreciative Inquiry, inherently seek story telling and can create organisation wide energy. Every story holds significance and the very act of both telling and listening to a story can be sources of great energy.
Unfortunately, language creates its own complications and the word ‘story’ can sometimes lead to the narrative being thought of as a flippant waste of time. Call them what you will, stories have in them an inherent quality that brings alive people.
Grandma and her tales !
Personally, many of us would have grown up with stories. As children stories fascinate us. For many years, I grew up with stories that my grandmother used to tell me. Those gave a huge fillip to imagination and also, in retrospect, brought a contextual understanding of morals and values that was required in the family. The best thing about them, was I always used to look forward to hearing those ‘stories’!
In the corporate world the power of stories is often underrated. Grossly.
There are exceptions though. Coca-Cola is one that I know. Coca-Cola Conversations, the blog that Coca-Cola runs is a fine example of how corporate stories build or augment a brand. Infact, Coca-Cola has a historian and archivist with them : Phil Mooney.
Only, in the modern times, technology has given consumers the opportunity of contributing their own story to the brand. That is not only more interesting, it is as authentic as it can get.
Blogs, wikis, tweets all are available for imaginative use.
Within the organisation stories from the organisations past : accounts of successes / failures / decision points etc when told with a degree of authenticity and simplicity not only aid a great deal in building a culture, they are extremely non-invasive and interesting for employees.
So much for stories ! And by the way, they work. Very nicely !