What Every Brand Can Learn About Storytelling From Croatia.

We’re going to throw another World Cup analogy at you. There's been a few floating around, but this one's good - promise. France faced Croatia in the World Cup final last weekend, after a tournament of unexpected upsets and players rolling around on the ground wondering which leg they were supposed to have hurt.

France won the tournament, as the stats probably said they would. But the world seemed to still be cheering for Croatia. I know I was willing them on, just two more goals, you can do it…

Their captain won player of the tournament. And while France won the cup, Croatia seemed to have won the hearts of millions.

Why? Because people fell in love with their story. They played out of their skins, they were the underdogs, and they conducted themselves with a humility and tenacity that we all admired. They were real.

And while I most certainly am the colleague shouted out in the image below, one thing's for sure: we can all learn from Croatia. Because people don’t always fall in love with those who are the biggest, or most successful. People fall in love with your story.

Simon Sinek said in his now infamous Start With Why TED Talk, "people don't buy what you do, they buy why you do it. Let me say that again: people don't buy what you do, they buy why you do it." Your story is your why. And it has to be genuine. 

Which is why it’s so important to tell the ones that are real and authentic to your brand - and tell them with genuine human spirit.