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How a Louisville Slugger is born
This is Part 5 of a series for Fortune.com by Jim Stengel, former global CMO of Procter & Gamble and author ofGrow: How Ideals Power Growth and Profit at the World's Greatest Companies.In today's Guest Post and his final Guest Post next Friday, Jim digs into the best practices of the best ideal-based companies and explores how they outgrow their competition.
FORTUNE -- Stepping into the temperature-controlled vault, we felt like we were in the presence of baseball's immortal greats.
We were inside a hallowed sanctum at Louisville Slugger: an archive of bat models, each custom-designed to the specifications of a pro. The models fill horizontal racks that line the walls. Reaching to a slot marked R43, Marketing VP Kyle Schlegel reverently withdrew one. "This was the template for all of Babe Ruth's bats," he whispered.
According to legend, the iconic Louisville Slugger bat was born in 1884, when a 17-year-old baseball fan invited a major league player to his father's woodworking shop. The star of the Louisville Eclipse was mired in a hitting slump and had broken his bat. The teen handcrafted a new bat to the player's specifications. The next day the Louisville star got three hits.
The Brand Ideal, or Purpose, of Louisville Slugger is "to make players great." That statement could sound like puffery, except that the stories surrounding the brand make it plain and true. This is the case for most Ideal-driven businesses. Stories make the Ideal wheel spin.
Much has been written about the importance of storytelling in marketing and management, but nowhere do tales have a taller order than inside the walls of Ideal-driven companies. They bring definition to the Ideal. They authenticate it and animate it. They inspire and direct its activation. They reaffirm the course and perpetuate the narrative.
In our year-long journey visiting Ideal-driven companies, we uncovered two types of stories that are particularly nutritive to the Ideal agenda. The first is what Jonah Sachs, author of Winning the Story Wars, calls "genesis stories."
Genesis stories illuminate the motivation behind the brand or the company at its founding. Like the baseball fan milling a bat for a pro, every great business is a response to a real and specific customer need. And the genesis story clarifies this.
At Unilever, the genesis story provides inspiration and direction for CEO Paul Polman. In the months before he took charge in 2009, he studied Unilever's genesis. As an outside hire, he made it his business to know the heritage story better than most anyone else.
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How great marketers tell stories
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