This weekend I was introduced to this video. I would like you to take the few minutes and view it before reading further.
For anyone unfamiliar with storytelling…this is how it’s done.
We each listen daily to an overwhelming amount of information and data. Research suggests the average person hears from 20,000-30,000 unique words each day. How many of those would be considered noise instead of valuable signals?
There is a commonly shared saying, “I’m only responsible for what I say, not for what you understand.” WRONG.
And I believe the “It’s not what you say that matters, it’s what they hear” doesn’t quite hit it either.
I think it would be more fitting to say, “It’s not what you say that matters, it’s what they understand.” And by the way, if they don’t understand, it’s on you. Will they always understand? No. But if you don’t set a goal of bringing them to an understanding, then you’re setting your sights too low.
To achieve understanding, it’s not necessary to use an abundance of words. As is the case of the Jeep video. Seventeen words serving as bookends to sixty-one video segments you invested 120 seconds of your life to watch.
Here’s the question – Did you understand what they were saying?
I’ll wager the responses to that question would be wide spread, but I’m equally confident each answer would be emotionally charged. As of this writing, in the 4 days the video has been posted on YouTube, it has received over 47 million views.
I know Jeep is promoting their brand, but like their positioning in the video, they are a supporting actor in a larger story. This wasn’t the story of Jeep, this was the story of America.
Enough with my words. Watch the video again and invest a few extra minutes to consider what larger story you could tell in which your story would be the supporting actor. If you can’t name one, make time to find one. You were made for a purpose bigger than yourself.