Early one morning, standing in front of his team in cycling knicks at an all-hands meeting, CEO of Reynholm Industries, Denholm Reynholm, announced that he was declaring war.
The war was on stress.
He said, ‘we have to deal with it!’. He pointed out that there have been 80 million people who died from stress.
He clicked his fingers. ‘That’s another one.’
He clicked his fingers again. ‘That’s another one.’
He clicked his fingers again. ‘More!’
He clicked his fingers faster, faster, faster. ‘Mayhem! We’ve got to deal with it!’
Then he paused. Only to appear right up in the face of an employee, asking if they want to deal with stress?
Well, he didn’t so much ask, as yell.
Denholm Reynholm, if you don’t recognise his name (or this scenario) was a fictional CEO, in a fictional company, in the UK’s classic comedy series The IT Crowd.
While he was forever declaring war on things, which made the organisation groan and sigh whenever he announced something new, he was intense and passionate about his business.
He had no idea about what most of the people in his business did. He was great for employing experts and letting them do their jobs. He was, actually, pretty clueless.
But the real lesson for you? Denholm Reynholm is a study in contrasts. Those contrasts aren’t just in his method of orating, to which you yield your attention almost without realising; but in everything he does.
Your business’s strategic content activity is also a study in contrasts.
You are forever trying to resolve a taut paradox: That in order to attract, engage and sell to your target market, you have to stop focusing on what you want.
There are many ways you can do that. The best way to break your reliance on your own narrative is to publish case studies.
Not only are they the smartest spend you’ll make, but it gives you permission to pause.
And, like Denholm Reynholm, inspire precisely the action you want to get.
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Are you strong enough to handle it?