The Inverted Pyramid Methodology: Storytelling, Thought Leadership & Getting Noticed

Today, organizations want to stand out in the marketplace and drive people toward their businesses. Understanding the “why” is the first step in storytelling that differentiates an organization from others.

The Ballast Group’s storytelling methodology first answers the “why” your stakeholders care. This approach challenges you and other thought leaders to delve into the fundamentals of how your organization relates to others and the marketplace in which it operates.

At the top of most pyramids is where many leaders and companies like to initially place themselves. Instead of focusing on you or your company being at the top, The Ballast Group flips this model to intrigue reporters, producers, bloggers and other influencers. Using our inverted pyramid approach, the most important layer becomes the reasons, trends and big picture for “why people should care” about your story.

Building a narrative around this first layer is the foundation for how a credible story begins and how you can start to rely on third parties to help articulate your story. For example Apple, consistently named the number one brand in the world, creates its innovative and intuitive products by listening to it customers, challenging the status quo and thinking differently. Essentially, Apple, across all devices, helps enrich and simplify our lives.

Smart leaders know why they do what they do and smarter leaders let others help articulate those stories for them. Others recognize the value of your organization’s story when they understand the purpose or cause. Why does your organization exist? Why do you go to work? What keeps you up at night? Why do you care about a product or service? The top layer of the inverted pyramid starts with why-type questions.

Author of “Start with the Why,” Simon Sinek says, “People don’t buy what you do, they buy why you do it.” The goal of driving people to your business is to find people who believe why you believe – those who share your purpose.

The middle layer of the inverted pyramid methodology for story telling is “how” others can portray your story. Let these third party ambassadors speak for you by sharing their experiences. Third party expression can be more believable than an organization telling its own story. Third parties might be customers, industry experts, academics, politicos, bloggers, reporters, partners or vendors.

If you do a good job communicating the first two layers of storytelling, the third and final layer — your company, product, or service — naturally shines. People see where they can benefit (as told by others) and why it should matter because of the bigger picture – something meaningful to them.

There are leaders and there are those who lead. Leaders hold a position of power or authority – a title, a rank and credentials. Those who lead, start by answering the “why.” They inspire those around them and are inspired by others.

How can you use your organization’s “why” to improve your business and tell a better story? Share your purpose and your “why” in the comments!