I’ve noticed a trend among millennials and gen-x’ers: A hunger for a good story.

The art of story telling seems to come and go throughout generations. As I’ve looked into the past to see what has been craved by different generations, I’ve noticed this trend, in particular, coming back around. It seems as though the lost art of story telling is again finding its way into our culture. People don’t just want a product or a service; they want to relate to the provider and engage in relationship with them.
This is a principle I discovered while slaving away in the car industry. The expectation for the car buying experience is pain and frustration eventually resulting in a new car. But I quickly learned that the process didn’t need to be painful. People, both young and old, respond to relationship. I got to share in a portion of their lives that is impactful, whether they recognized it or not. I wasn’t just providing a car, but I was building a trust, so that they would not only get exactly what they wanted, but return in the future. I was building my business through relational experiences. I shared about my family and passions and asked them about theirs. We laughed and told stories about past car buying experiences. We as humans respond when we are listened to and when we get to be a part of someone else’s story. I had the opportunity to be a positive part of their story. When I took advantage of this opportunity, I not only enjoyed my job more, but I saw an increase in sales.
This principle applies to all industries. When we realize that customers want more than just a product or service, we will reap the rewards both personally and commercially. When we engage people and show genuine interest in their lives and their story, we create a lasting customer relationship that will drive repeat and referral business.
So go out and be more relational. Be a positive role in someone’s story.
I’ve noticed a trend among millennials and gen-x’ers: A hunger for a good story.

The art of story telling seems to come and go throughout generations. As I’ve looked into the past to see what has been craved by different generations, I’ve noticed this trend, in particular, coming back around. It seems as though the lost art of story telling is again finding its way into our culture. People don’t just want a product or a service; they want to relate to the provider and engage in relationship with them.
This is a principle I discovered while slaving away in the car industry. The expectation for the car buying experience is pain and frustration eventually resulting in a new car. But I quickly learned that the process didn’t need to be painful. People, both young and old, respond to relationship. I got to share in a portion of their lives that is impactful, whether they recognized it or not. I wasn’t just providing a car, but I was building a trust, so that they would not only get exactly what they wanted, but return in the future. I was building my business through relational experiences. I shared about my family and passions and asked them about theirs. We laughed and told stories about past car buying experiences. We as humans respond when we are listened to and when we get to be a part of someone else’s story. I had the opportunity to be a positive part of their story. When I took advantage of this opportunity, I not only enjoyed my job more, but I saw an increase in sales.
This principle applies to all industries. When we realize that customers want more than just a product or service, we will reap the rewards both personally and commercially. When we engage people and show genuine interest in their lives and their story, we create a lasting customer relationship that will drive repeat and referral business.
So go out and be more relational. Be a positive role in someone’s story.

Author Info

Brad Parnell
Founder & CEO

Brad is the Founder & CEO of Steadfast Creative, leading the team in exploring new ways to solve creative problems and bringing direction and vision for the company. His passion is building relationships, providing solutions and empowering his team to send new ideas out into the world. With over 10 years of agency experience serving local and national brands, he is focused on results for his clients and team. Outside of  work, Brad serves on the board of directors at his local Chamber of Commerce and loves giving back to the community and spending time with his wife and kids.