Why the Best Story Wins
How can storytelling put you in the strongest position to win at business?
That's one of the big ideas discussed in a Recode Decode podcast episode I came across from a couple years ago when Recode’s Kurt Wagner interviewed basketball superstar LeBron James’s longtime friend and business partner, Maverick Carter.
Carter started his career at Nike as a summer intern, while a student at Western Michigan University, and continued with Nike for a few years after graduation.
“I really learned sports marketing and sports branding, and how to take a brand and marry an athlete with the brand to really tell a story,” said Carter. "At Nike, they have a great saying: They make shoes, they make apparel, and the rest they make up. And the part they make up is the stories. They tell great stories with their products and their athletes."
By his second year in the NBA, LeBron asked Carter to leave Nike and become his full-time business manager and partner.
Carter shares some fascinating behind-the-scenes stories in this interview:
(14:00) How Carter got Beats by Dre onto the 2008 Olympic basketball team, before anyone really heard of the company.
(18:50) The backstory behind “The Decision” on ESPN in 2010, when LeBron announced he was leaving his hometown Cleveland Cavaliers and “taking my talents to South Beach." Carter discussed how they applied the lessons learned from "The Decision" to reshape their communications strategy for LeBron's announcement in 2014 that he was "coming home" to Cleveland.
(25:45) Why he and LeBron launched Uninterrupted, a digital platform for first-person athlete stories hosted on Bleacher Report, in 2014.
The Best Story Wins
At 38:35, Wagner asked, "What have you learned, transitioning from sports marketing to entertainment? Do they bleed together pretty closely or are they pretty different?”
Carter’s answer captures the essence of storytelling as a business strategy.
“I learned that—just like in marketing and then in entertainment—the best story wins,” says Carter. "The person who can tell the most authentic, most relatable, biggest story wins. That’s in marketing. That’s also in entertainment. People love stories. People want to attach themselves to stories. … You and I can both create the same product. But if you’re able to tell a better story about your product, and why your product works, you’re a better marketer than me."
Sean M. Lyden is CEO of Lyden Communications LLC, a Strategy and Storytelling consultancy that helps entrepreneurs tell their story in a way that grabs attention, garners trust, and grows their business.
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