This morning I taught a session for the INCubator program at a local high school. In the past I’ve served as mentor to groups working together to create a product, service or solution.

Today’s session was on storytelling, a major component of marketing. to explore the subject of what makes a good story, we discussed some of their favorite television show. One young man shared his interest in a show about corrupt superheroes owned by corporation. We talked about how the contradictory nature of the show’s subject was an immediate attraction.

We talked as well about the branding success of the Nike slogan “Just Do It.” We discussed the fact that the phrase has been used for a couple decades and somehow still feels fresh. “How does that work?” I challenged the students.

The Nike approach works––we decided––because it allows the company to show examples of Just Do It while also issuing a Call To Action. That way everyone gets to be part of the story.

Culling a brand message down to such a simple, useful form of marketing takes a bit of inspired thinking. It’s easy to get caught up in all the associated stories and lose sight of what you want customers to do: Identify with your brand.

That sense of ownership is vital. We talked about how customer stories actually become the product when they offer strong enough testimony to its value. I also shared a hint that could help them find that brand messaging the easiest way possible. Ask questions, then listen.

Listening to people is the most powerful tool to build ownership on the whole earth. It is true when you’re a brand marketer. But it’s also true when you’re a caregiver, a team leader or any number of other positions of responsibility in this world. Your brand is composed of the character it expresses. Its authenticity depends on how well people trust what is being said. That’s why influencers have such powerful voices in today’s marketplace. They are the storytellers that people trust for word of mouth advice.

With all this information swirling around, I shared one last image to help the students understand the process of revealing the main story of their product, service or solution. I showed them a fossil (at top) that I’d collected years ago. It has the back of some segmented creature protruding from a sedimentary rock. “Your job,” I told the students. “Is clearing away the material around the creature inside the rock. That’s what you want to show them.”

Every fossil is like a new product emerging from the rock of creativity. It is a revelation when the whole thing is revealed. The reward is sharing that discovery with other people in a way that invites them to participate in the story going forward. That’s what Steve Jobs did with Apple… from the personal computer through to the iPod to the iPhone. Those devices were locked in the rock of perception. It was his genius to see them lurking there and dig them out.

Jobs once stated: “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.”

Having the will to persist in that exploration and discovery is the right kind of pride.