At FirstVoice we are big fans of DK Holland. When Bob and I were in New York recently, we spent a great afternoon around a conference table with DK having a high old time discussing story telling and communication strategies. She is smart, funny and good hearted in the no-nonsense way the world needs a lot more off.
If you are in the not-for-profit arena you probably already know about DK’s book Branding for Nonprofits, (and if you didn’t before, you do now, so you have no excuse for not checking it out). Even if you are in business just for the money, you should read this book.
Why? Because as we mention in our book The Elements of Persuasion, the corporate stories of the most effective brands always contain a “serve the common good” component. Nike has the Aids Walk, Starbuck’s has Ethos Water, the Marines have “Toys for Tots.” That connection isn’t coincidental. Branding goes with our story element HERO and heroes do good. They slay dragons, rescue damsels, and care for those who need care. Engaging your workforce in serving the common good is an important part of building what we call “lifestyle brands.” Once you find the project you want to champion to your colleagues and board of directors, DK’s book will help you sell them on it. Championing the right project will not only be a source of genuine personal satisfaction, it can also be one of the smartest career moves you’ll ever make.
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