It all began about 14 years ago, although I did not know it at the time.
I had just bailed a show organiser out of a sticky situation involving Sky News and the whereabouts of Cherie Blair (standard stuff) and was dutifully manning my stand at a whopping great business event at the O2 arena.
I had only been working for myself for a few years at this point but I had bagged a book deal with a proper publisher and my confidence was high.
I felt like I could take on anything and anyone.
So when the organisers came looking for me to ask if I could help with a press conference for Sir Richard Branson later that afternoon I jumped at the opportunity.
“Screw it, let’s do it” was rather apt.
5 hours later, I am introducing Sir Richard to the assembled press pack and then about 2 hours after that I was forming a rather large barrier with my rather large frame and getting him out through some security doors after a ViP book signing got a tad “keen”.
Why am i telling you this?
In this way?
Simple. I am painting a picture and I am telling you a story.
It is far more likely that you will remember this than my logo.
Or my slogan.
Or some Ai drivel.
You are also far more likely to ask me about how this all happened in one frantic blur of a morning and how 24 hours later I was doing the same media management for James Caan – the former Dragon not the fella from The Godfather!
So the next time you start writing some brochure copy, a case study, an award entry, a press release or a media pitch, try to tell a story vs spewing out sales messages.
In fact, why not audit your own storybook and go hunting for some gems?
I bet you have loads of things you have forgotten about.
Did I ever tell you the one about Duncan Bannatyne and the taxi rank?
Maybe next time.