The context in which you tell a story colors the story you tell. The trick is to use that color to your advantage. Jason Binn, CEO and Founder of Niche Media, has mastered this trick so completely that he's actually turned story telling context into a multi-million dollar enterprise. While the rest of the magazine industry is plummeting, Binn presides over a veritable empire of upscale luxury magazines in highly targeted communities, such as the Hamptons, Aspen, Los Angeles, Manhattan, Miami, Boston, Philadelphia, Washington DC, and Las Vegas.
"Before I launch a magazine," Binn told Peter Guber, "I live there. Whether it's six months straight or every other week, I make sure that I'm ingrained in that community." But he doesn't just live the context, he leverages it into his magazine's content by getting to know the people in each market who inspire and motivate others in that market and have them tell the stories of the famous people and celebrities living there. "Insiders to insiders" is how he puts it. This attracts national advertisers who like that dynamic of "thinking globally but acting locally."
The story of context as content has been so successful for Jason that he now has advertisers coming to him and demanding, "Why aren't you in this market? We'd be behind you if you were in that market." What's the takeaway that Jason Binn delivers to everyone on his food chain? That the best stage on which to tell your story is your audience's stage and the best way to locate that stage is to get to know your audience.
More About Tell to Win
To validate the power of telling purposeful stories, Guber includes in this book a remarkably diverse number of 'voices' - master tellers with whom he's shared experiences. They include YouTube founder Chad Hurley, NBA champion Pat Riley, clothing designer Norma Kamali, "Mission to Mars" scientist Gentry Lee, Under Armour CEO Kevin Plank, former South African president Nelson Mandela, magician David Copperfield, film director Steven Spielberg, novelist Nora Roberts, rock legend Gene Simmons, and physician and author Deepak Chopra.
After listening to this extraordinary mix of voices, you'll know how to craft, deliver - and own - a story that is truly compelling, one capable of turning others into viral advocates for your goal.