Is it serious to aim for the moon in your business plan? Even if your business is a Swedish franchising chain of Pub’s, Harrys?
(Read more about Harrys here: Harrys.se)
I’m sitting at business conference, surrounded by giggling men dressed in dark suits, while these questions keeps spinning around
in my head. The reason is a statement just made by the enthusiastic CEO presenting on stage. “Harrys’ ultimate business goal is to
establish one of Harrys Pubs’ on the moon, as soon as it’s possible”. He smiles confidently looking out over the giggling crowd and
it’s hard to decide whether he is dead serious or not.
I start to wonder over the reactions from the men around me. Are they giggling because they are amused and positive?
Is the statement seen as a little joke or are they just surprised? Do they laugh at him or with him?
Looking around I conclude that even if it’s thought to be a bit of a joke, it still says something about the presenter. It’s a statement
very well thought of and designed which might not take him to the moon but it it’s very likely that it will help him win the world.
How? Because it’s a winning story!
This is a businessman that’s aiming high. It’s also a business man who knows what a good story can do for you. And this story does
more for his business than any other business model or budget forecast could do. The business’ vision and how it’s presented says:
I’m big business, I have visions. Join my chain of Pub’s and I’ll take you to the moon, or at least to the bank with a smile on your face.
What he is communicating is exactly what his franchisees needs to hear and feel about their brand:
We at Harrys are winners, we are going to the moon!
But there is more. This story has a twist which makes it even more interesting. According to the CEO this story has been retold
globally. It even reached Sir Richard Branson, another business person who knows what a good story can do for your brand, and who
happens to be aiming for the moon as well. (On their website you can read more about this enterprise.)
Without having read much about the reason for committing to this business idea, I can figure out that it has to be about money.
It’s about earning money, in the future and perhaps also in a not so distant future, but it’s also about earning money in the present.
How do I know that? Well first of all; Richard Branson is a driven business man, everything he does is about money. Secondly; he is also
a genius when it comes to branding. And an investment made in moon travels should also be understood as part of Virgin’s budget for
branding. A great story is always great branding which creates great money.
A story about moon travels is a great story since it exceeds expectations within a business perspective. And without. So people start
talking. Normally people, like you and I, loves something to talk about. Moon travels are also something that tickle our imagination
and brings old fiction stories from TV, books and fantasies to life. We remember old experiences of dreams, excitement and adventure
although made in our fantasy nevertheless very real for the individual.
To connect your business to this feeling of excitement and futuristic possibilities is another way of doing multidimensional storytelling
which is mentioned in an earlier article. This is a storytelling technique, weaving two stories together into one, which is most effective
if you want your business to communicate fast and wide through your social networks.
A good story will help you win the world or at least the hearts of your people. Which is what the founder of Harrys Pub in Sweden as
well as Sir Richard Branson really is aiming for.
That’s why aiming for the moon seriously can be a good business strategy whether it’s for real or a story in a business plan.
This text is part of chapter 2: Storytelling in business from a coming book about storytelling within business.
To read previous writing, go to the blog page or choose the tag storytelling
(Do you have opinions about my English? You are probably quite right, since I’m not native a native English speaker.
Which means that, as long as you’re not Swedish, I probably write better English then you write Swedish.)