Interview with Kurian Tharakan
Introduction
- Host: Dr. Allen Lycka
- Guest: Kurian Tharakan, founder of Strategy Peak Sales and Marketing Advisors
- Background: 27 years in sales and marketing, VP of Sales and Marketing for a software firm in Alberta, Canada, author of "The Seven Essential Stories Charismatic Leaders Tell"
Key Topic: Reasons for Failure in Companies and Organizations
- Main Point: Companies fail not due to their products or services but because their stories fail.
- Insight: The first thing people buy is the story, not the product. Relevance is key to survival.
Understanding Human Nature and Storytelling
- Human Nature: Basic human motivations have remained the same for thousands of years.
- Maslow's Hierarchy of Needs: Physiological needs, safety, love and belonging, esteem, self-actualization.
- Application: Translate human motives into relevant stories for your audience.
The Power of Great Stories
- Religious Influence: Great marketing takes cues from great religions which tell compelling, interlocking stories.
- Examples: Stories from Christianity, Islam, Hinduism, etc., create a meta-plex of storytelling.
- Impact: Stories attract, convert, and retain followers.
The Seven Essential Stories Charismatic Leaders Tell
- Creation/Origin: Where did we come from?
- Identity, Beliefs, and Values: Who are we and what do we stand for?
- The Big Idea: What is the central organizing principle?
- The Enemy We Face: Who or what are we fighting against or for?
- The Mighty Winds: Macro trends affecting the market.
- The Journey We Must Undertake: The path forward based on the previous stories.
- Meta Narrative: A comprehensive story tying all the elements together with keystone elements (superior gods, technology, strategy).
Application of the Seven Stories
- Brand Polarity: Great brands attract and repel. Not everyone should be part of your movement.
- Demographic Targeting: Tailor stories to specific demographics to ensure relevance and engagement.
Case Study: Social Media for Seniors
- Concept: Facebook-like platform for seniors focusing on ease of use and nostalgic elements.
- Testing: Use data-driven methods like surveys and ad campaigns to gauge interest and refine the product.
Marketing and Data-Driven Decisions
- Importance: Make decisions based on data, not guesses.
- Example: Gradually increasing ad spend based on successful data-driven campaigns.
Conclusion
- Relevance of Stories: Stories are essential to understanding and engaging with the world.
- Truth and Perspective: Different perspectives on the same fact create different truths, leading to disagreements.
Closing
- How to Learn More:
- Book: "The Seven Essential Stories Charismatic Leaders Tell"
- Services: Strategy Peak Sales and Marketing Advisors
BIO:
Kurian Mathew Tharakan is the founder of StrategyPeak Sales & Marketing Advisors, a seasoned expert with 27 years of experience in sales and marketing. He has consulted for various industries, including Manufacturing, Technology, Software, Non-Profit, and Life Sciences. Prior to founding StrategyPeak, he served as Vice President of Sales & Marketing for a software firm in Alberta, achieving significant success with multiple US Fortune 500 companies. Tharakan is also the bestselling author of "The 7 Essential Stories Charismatic Leaders Tell" on Amazon.
Social Media:
www.strategypeak.com