StoryVesting^TM

Each component of the business experience side of the StoryVesting framework blends together to create a harmonious experience from top to bottom.

At the core of everything created through the organization is the why. This core value must be infused in every circle that ripples outward from there, from the business model chosen, the 3 P’s, — people, processes and platforms.

— the products and services offered, the channels used to market your offerings, and the end experience that the employees and customer feel as your business comes to life.

One change in any of these elements will send ripples upward and downward through these concentric circles. Viewing them together in alignment this way allows everything to remain balanced and stable in your organization.

The customer’s experience is the sum of their emotional and logical needs. Hitting on each of these needs is critical as your customer moves through their purchase decision with your business.

Research deems that ever purchase decision starts with some sort of an emotional trigger. That emotional trigger sets the customer on a trajectory to find logical answers regarding their desire for a specific product or service.

If the customer determines that an organization’s offer checks enough boxes, they will ultimately make a purchase. When they do, they reconcile both the emotional and logical triggers into one end experience.

Understanding how the customer processes purchase decisions can help you better position and sell your offerings, leading to a better experience and higher retention rates long-term.

The growth of an organization is shaped by the way each of these two circles comes together.
When the Business Experience drifts apart from the Customer Experience, you’re in no man’s land. There’s no connection between the organization and the customer’s needs, which makes it nearly impossible for the organization to stay relevant.

However, as the two circles come closer together, you move towards Brand Euphoria. This state occurs when the why of the organization aligns with the why of the customer’s internal beliefs. They become immersed in your company’s culture and core values, which builds a type of loyalty that only a few organizations have achieved.

No organization can grow on guesswork alone. Although intuition can get you far in life and business, it doesn’t build the type of longevity needed to sustain a brand through all stages of the S Curve of Growth.

When creating more interconnected and aligned experiences, organizations must take a data-driven approach. This requires digging deep into nuanced areas and finding where there are gaps and opportunities to bring the two experiences closer together.