Hand over the spark

Product is a Mirror into Your Soul | Bonfire with Soul Principle #1

EVERYTHING MATTERS

One of our favorite takeaways from Bonfire with Soul’s first principle, “Product is a Mirror into Your Soul” is that Everything Matters. As Duke introduces, all too often we think of "product" as a physical "thing" or a digital "thing." But as Stump says, "We fail to recognize that product is really every touch point. Everything you're creating is your product." He goes on to quote Peter Senge, to say "Product is a reflection of your values, and everything you do is your product."

HAND OVER THE SPARK

When we reflected on how we bring our own unique thinking to the idea of “Product is a Mirror to Your Soul,” one of the key exercises in our discovery process came to mind. While many people make questions such as “Why did you start your company?” or “What’s your why?” a part of their narrative strategy, we believe in the power of a little exercise called “Hand Over the Spark”-- inspired by Bobette Buster’s book Do / Story.  During this exercise we don’t just ask them to tell us why they started the business, we get them to reconnect to the passion—the spark—and we make them tell us as if they are reminiscing with a friend. The idea is to transfer the spark onto another. As Buster says, “Simply hand it to your audience as if it were aflame. Carry the fire.” At Corling, we have seen first hand the impact that is made when we uncover a narrative that helps our clients carry the fire to their audience and industry.

It’s not magic, it’s authenticity. More often than not, we help our clients see that the thing that will most resonate with their core audience is the same, authentic, passionate reason they started their work to begin with. We only help them craft the kind of story that hands it over, aflame.

When was the last time you took a look at every touch point of your "product?" Whether it’s the branding, communications, employee culture, customer support, or strategic vision – does one aspect outweigh the other? Or have you considered each one to be a crucial part of your overall product?

WITH AND FOR OUR CLIENTS

Four years ago, our founder, Genevieve, sat across the table with our client, Mi-Case. As any meeting with a new client goes, curiosity and excitement is at an all-time high. No two stories are the same, but we know each client possesses an initial spark.

During this particular conversation, we learned a very simple fact, but one that would serve as the most powerful message in their marketing story. Mi-Case was leading the industry in the implementation of their software. This seemingly simple statement carried with it a tremendous competitive advantage…trust, dependability, innovation, collaboration, and excellence. This is no easy feat for this particular industry, and so we began to craft an entire narrative on why this matters. Of course, none of this messaging would mean anything if they didn’t actually deliver on that promise.

The best marketing and narrative in the world can’t solve the problem of disappointing your clients. But in the case of Mi-Case, they delivered. Over, and over again. Until they officially set the bar: delivering the fastest timeline ever in their industry for the level of system implementation that occurred.

This May, their client is planning a celebration of a year since kickoff. Their client is so proud of what they’ve built with Mi-Case, they are giving out their swag at all 35 of their locations to mark this milestone.

The lesson? We can help you craft the industry-shifting narrative that puts you at the top of your industry. But those are just words if we don’t also help you believe that you have to deliver the best product possible in the best way possible. 

We want to be a part of your story. Because uncovering one key narrative and delivering on it? That can change the future of your company.