They tell powerful stories.
Stories matter. We see it over and over again: Companies that capitalize on an inflection point and grab a leadership position always have a thought-provoking point of view that resonates with buyers. Customers buy into the story before they buy the solution.
And a story is more than a slogan or a catchy tagline. It’s offering a different perspective, not just pushing a product. It’s a crisp, clear way of communicating how a company or a product will solve a big, hairy problem for customers. It comes from putting the customer’s needs and requirements first, not the technology or the company’s agenda.
Look at Cisco. The company wasn’t founded to sell routers and switches. It started when a husband and wife wanted to email each other from different offices at Stanford and they couldn’t. So they created the multiprotocol router and solved the problem. They didn’t launch a product—they solved a problem and created a powerful story and different point of view. And they instilled a customer-first, problem-solving culture at Cisco. You know the rest of that story.