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VREDNOST DOBRE ZGODBE

30. 7. 2018

Denar, številke in vrednost niso vedno v enakem razmerju. Še manj v isti vzročni povezavi. Vrednost prav tako ni vezana na materialno ali intelektualno lastnino, včasih je dovolj že dobra zgodba.

Če ste se kdaj sprehajali po Manhattnu, najbolj obljudenem predelu New Yorka, in zašli (ali namenoma obiskali) četrt z draguljarji, te izkušnje ne boste nikoli pozabili. Na vsakem koraku vas bodo namreč zaustavljali neznanci in vas prepričevali, da jim prodate poročni ali zaročni prstan, posebej če ta premore kakšen diamant.

Seveda vas na bližnji ulici s privlačno izložbo vabi tudi svetovno znan trgovec z nakitom Tiffany’s, ki vam z veseljem proda prstan z dragim kamnom.

Recimo, da ste se nadvse privlačni prodajalki v Tiffany’s pustili prepričati v nakup pregrešno lepega in dragega prstana, za katerega ste odšteli 7.000 evrov. Možakar čez cesto vam bo zanj ponudil največ tisočaka.

Razlika, torej 6 tisočakov, je vrednost, ki ste jo plačali za dobro zgodbo. Predstavlja strošek privlačne škatlice, odlične osvetlitve in opreme trgovine ter privlačne prodajalke in pod črto – posebnega občutka, ki ga je ta celota uspela ustvariti.

Seveda podobnih primerov ne manjka, nasprotno, kar mrgoli jih. Opravite slepi test vina in v en kozarec natočite vino za 10 evrov, v drugega pa vino iz steklenice, ki je stala 200 evrov. Razlika, ki je praktično ne morete okusiti, je znova vrednost zgodbe, ki pritiče drugemu vinu.

Takšnih primerov je nešteto.

Karkoli danes potrošniki kupimo, premore neko zgodbo, s katero nas prepriča.

In kljub temu lahko v praksi (pre)pogosto vidimo, da marsikateri ustvarjalec, prodajalec in/ali tržnik povsem podceni vrednost zgodbe in vanjo ne vloži dovolj truda ali sredstev, z njo ne vztraja, skratka ne poskrbi, da bo zgodba dovolj prepričljiva in prejela zamišljeno vsoto denarja.

Avtor: Seth Godin

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Author

  • Seth Godin

    Seth Godin je praktično "bog" na spletu, zelo iskani predavatelj, uspešen podjetnik, besteselling avtor in visokokakovostni bloger. Nedavno je bil vključen v Hall of Fame - Direct Marketing, leta 2013 je postal je eden izmed treh izbranih za podelitev te časti. Je avtor 18 knjig, ki so postale bestsellerji po celem svetu in so bile prevedene v več kot 35 jezikov. Piše o postindustrijski revoluciji, načinu širjenja idej, marketingu, vodstvu in predvsem o spreminjanju vsega. Njegove najbolj znane knjige so Linchpin, Tribes, The Dip in Purple Cow. Poleg pisanja in govora je Seth ustanovil tudi družbi Yoyodyne in Squidoo, bil pa je tudi podpredsednik direktnega marketinga pri podjetju Yahoo!. Njegov blog je eden izmed najbolj priljubljenih na svetu. Pred kratkim je Godin preko Kickstarterja začel z izdajanjem serije štirih knjig. Kampanja je dosegla svoj cilj po treh urah in na koncu postala najuspešnejši knjižni projekt v zgodovini, ki je bil storjen na tak način.

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