– Just because your story isn’t newsworthy that doesn’t mean it’s not worth telling.

People important to you may still need to hear it.

Fortuitously, there have never been so many storytelling instruments.

Abundant, readily accessible channels <insert long list here> and other ‘interactive’ modes of self-promotion and expression give everyone the opportunity to show and tell.

But while saying something has never been easier, capturing the attention of people that matter has never been harder.

When the barriers to saying something have effectively been removed, everyone starts shouting and only the very good stuff rises above the din.

So, where to start?

You’ve got lots to say, but what do your customers really want to hear, when, and how?

Find a keen listener and get them talking to five or six key customers.

Capture an understanding of customer Moments of Truth – key instances in your customers’ lives where your performance – what you say and do – either brings them closer to you or sends them to the competition.

This is when your customers are looking to hear from you.

The best clues about what to say and do are in customer bad experiences.

More than just not repeating those sorts of mistakes, look for opportunities to astound.