Shaping the story of 2020: COVID, resilience and perspective
Plus, the Fable of the White Fork
By Mackenzie Ryan Walters
CEO & Strategist
It’s been such a frustrating year. COVID. Social distancing. Quarantine. Zoom fatigue.
But if I’m honest, 2020 was a good year for me personally. A great year, in fact. Possibly one of my best.
As many of you know, I got married, sold my first home, became a stepmom and introduced my dog to her first yard and the joy of chasing rabbits.
Sometimes it’s hard to celebrate the wins with such devastating losses, but I’m also reminded of the power of a story to shape and frame my perspective.
The Fable of the White Fork
In a completely ridiculous (but true) example, when I moved into my new home this spring, one non-matching fork found its way into our kitchen drawer.
It was a perfectly fine fork, and it did its job well. It just didn’t fit in. It had a white handle while the other forks were metal, it was slightly bulky while the others were slim.
My new stepsons did not want to use the fork and actively found alternatives. So-called “competitors.” It was rejected … until we shifted the story and messaging around it.
This unwanted fork is now the official “pickle fork” of our home, assigned the important task of fishing pickles out of the jar during dinner.
What set it apart as different is now what makes it special – and a “must have” whenever pickles are on the menu.
If only everything was so simple as a rebranded utensil! But it does show the power of a story, and the impact of a targeted marketing campaign (if only in jest!)
Shifting perspectives by the story you tell
The truth is, narratives shift perspective and can influence behavior. I saw this during my work as a journalist, and I see it now as I partner with clients to develop marketing strategies and plans.
And it’s an approach I keep coming back to as I reflect on the year’s events and what is hopefully a path to normalcy in 2021.
Personally? My family and I have had beautiful moments that shine brightly against the year’s dreary landscape. It’s not to discount the very real struggles among our neighbors, but rather embrace that “both/and” are true.
Five years from now, I hope to tell a story of a year full of empathy for our community, as well as gratitude for our personal blessings.
Here’s to wishing you and your family a happy and healthy holiday season.
Mackenzie Walters is the CEO and strategist at StoryStruck Marketing, and a champion of using journalism techniques to identify and implement customer segmentation strategies. By identifying and targeting their priority customer segments, companies can increase revenue, reduce risk, and elevate customer experiences. A former national award-winning journalist, Mackenzie lives in West Des Moines with her husband, Andy, two boys, and two dogs. In her free time, she enjoys gardening and baking sourdough bread.