Don’t Just Advertise, Tell Stories

By Aaron Pugh

Whether they come from credit union leaders or members, stories are what differentiate great brands.

Storytelling is as old as humanity itself, so why do some cooperative institutions let this valuable communication medium go largely untapped? Sure, members know what you do. But do they really know who you are and what you value?

Good public communication is something that the for-profit world, with a few notable exceptions, is just starting to grasp.

“The 20th century can be seen as a giant experiment by the human race to find out what could be accomplished if organizations treated people as things and communicated to them in abstractions, numbers and analysis, rather than through people-friendly communications such as stories,” writes Steve Denning, author of The Leader’s Guide to Radical Management, in a Forbes article.

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