Story & Soul

There is a difference between what we do and what we are about. What we do is work with businesses and organizations to help better connect with their audiences while taking advantage of current technologies like video, website, and social media. We have especially carved out a niche with people who find themselves wondering how to effectively use this technology.

Does this sound familiar? You know you should improve your website (or get one). You've heard several people tell you about the importance of social media. You've maybe thought about trying to create some videos since you've been told people are far more likely to watch a video than read. You look around your organization and pick someone who seems to know something about these things. You ask them "to give these things a shot over the next couple months." Or you dabble yourself. You make a few changes to the site, post a few things on Facebook, and start snapping some photos or video clips. After a couple months, you aren't sure what's changed. You don't know what else you should be doing. And you know that there are more effective things you could be doing. And so the project gets shelved…for a few months…until you hear again about some other groups that are using these tools effectively. And so, you look around and find somebody else to give it a shot, or take it on yourself, again. Rinse and repeat. Can you feel the frustration you experience just reading this description? 21 grams media eliminates this vicious cycle of frustration. That's what we do.

But back to what we are about. We are about story and soul, which is to say: we see story as a powerful form of communication and a unifying strategy for your message. Not just telling stories, but understanding why story is so intriguing to people and so memorable and so powerful. Business and communication has changed. People don't want to just know the bottom line — do you have the best product and the best price? They want to know what you are about and why you do what you do…and why they should care. Story can help you build connection, loyalty, and identity with your audience. The opportunity and tools to reach people are unprecedented, but that means there is also a lot of noise. How do you cut through the noise? Story.

Story, done well, has soul. More pointed, story reveals soul. It reveals who you are and what or who has influenced you. Story gives people a window into your soul and gives them a chance to identify with you and what you do.

It's not that data and information about your product or service aren't important. We don't ignore that. But those things alone will not build loyalty among your audience. Story provides an over-arching strategy for your message and for the tools that are now available to communicate that message. The current technology and tools not only help, but are designed to leverage story as the primary form of communication.

There's a quote often attributed to Aristotle, 'You can have the laws. Give me the stories and I'll change the world.'

Whether you are trying to change the world or just your own business or organization, give your audience the stories and make a connection.