A festive tale with a warning for marketers
Minter Dial reads a scary story that shows why marketers need to prioritise empathy
December 14, 2017
In Charles Dickens’ classic A Christmas Carol, Ebenezer Scrooge is scared into greater empathy for his fellow human beings through a nightmarish vision of the misery he creates for others and himself. The latest installment in our festive marketing playlist features a story that does something very similar. It shows how brands that have become tone deaf to the experiences of their customers are hurtling towards their own reckoning. It’s narrated with real flourish by Minter Dial, a man who knows all about the power of a great story, and it shows exactly why marketers need to start giving greater priority to empathy: in recruitment, culture, and the way that they empower and reward their employees.
The post that Minter narrates is from Mark Schaefer’s Business Grow blog. It’s written by Kerry O’Shea Gorgone of MarketingProfs. It epitomises the power both of storytelling and collaboration, both of which are key planks of the strategies that Minter helps businesses develop through his Myndset consultancy. The opening is straight out of Planes, Trains and Automobiles (another great holiday story), and it will strike a chord with anybody who’s ever found themselves negotiating to ever-so-slightly rearrange a flight. Most importantly, though, the story of this post doesn't end with customer service disaster. There’s both a twist in the tale – and an actionable strategy for brands looking to differentiate themselves through customer experience.
After all, where’s the value in a scary story that hasn’t got something worthwhile to teach you? Just ask Scrooge…
Minter Dial is one of the most interesting marketing minds that you can talk to about the power of empathy and storytelling – and how they relate to the disruptive digital landscape we operate in. You can hear more of him on The Sophisticated Marketer’s Podcast.
Click here to explore the other 12 recordings on our inspiring, festive audio playlist. Enjoy!
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