"Glenn and Walker bought cheap throwaway objects from thrift stores and garage sales, always for pocket change or a couple dollars at most. Then a writer would create a fictional story about the object, in any voice or style.Qual é a história que a sua empresa associa ao produto/serviço que oferece?
The once-unremarkable object (now transformed into a "significant object" by virtue of the fictional back story and information associated with it), then would be listed for sale on eBay. The winning bidder would receive the object and a printout of the story.
The difference in original purchase price and story-enhanced resale price would be recorded as the value added by attaching a story to an object.
Examples: A pair of plastic shark and seal pens cost $1.99 to buy. Its resale price, after Susanna Daniel added a story, was $35--an increase of 1,659 percent. A yo-yo with the Amoco logo on it cost 25 cents. Its resale price, after Mark Sarvas added a story, was $41--an increase of 16,000 percent.
The overall results for the first 100 items bought, storied, and resold on eBay: average object purchase price: $1.29. Average resale price after the story was added: $36.12. Average increase in value: 2,706 percent."
Quase sempre, quando falo deste tema nas empresas, no uso de histórias do dia-a-dia, sobre:
- as soluções que encontraram para os clientes;
- os esforços que conseguiram realizar um milagre;
- os prazos super-comprimidos para resolver uma emergência;
Trecho retirado de "Want to Increase a Product's Value by 2,706%? Give It a Story"