Great teams–those on a mission–make their customers ‘we’ themselves:
- Share the story so far… How Rolls met Royce. How Ben met Jerry. How did your story begin? Where did you come from?
- …But don’t finish it. Stories that are finished give closure. Stories that don’t involve us; we want to know what happens next.
- Write them into the next chapter. When they’re in your story, it becomes their story. “They” become “we”. “We” are building a new car, or flavor of ice cream.
When we truly enroll our audience, there is no more ‘us and them’. There is only ‘we’.