Your Company is Making History. Remember to Record It.
In response to the pandemic, education companies have provided materials to students and parents for free, and software providers are offering technology to organizations pro bono. Cosmetics companies are sending tens of thousands of bottles of hand sanitizer to states in need. Shoe companies are donating footwear to healthcare workers, while hotels are donating beds and airlines are donating flights. Car companies are making ventilators on factory floors. And clothing companies are sewing the masks that hospitals lack.
Over the past few years, the purpose of the private sector has been debated at length. Over the past few weeks, that purpose has become clear: people.
Some have suggested that the way companies respond to COVID-19 will define their future success. Business leaders: if that’s true, and we believe it is, you’ll need to capture the story of what your company is doing now so that you can tell it later. Here are a few tips on how to do just that:
- Document the details. Who was in the (virtual) room when you decided to provide your online platform for free? What did that conversation sound like? Were there obstacles to getting it done? How did you overcome those obstacles? These details might not seem important in the moment, but when you want to tell the full story of your company’s COVID-19 response, they’ll come in handy. Try creating a shared document for decision-makers to record their recollections, direct quotes, and general thoughts. It doesn’t need to be polished up, just written down.
- Collect the facts. How many ventilators did you build? How many workers did it take to get that done? How long did it take to get them from the factory to the hospital? The numbers related to your efforts might still be small, but they are likely to grow as the crisis continues. If you can start tracking them now, you’ll be better able to demonstrate that growth later. It might be helpful to build out a timeline with key inflection points and data attached.
- Identify the impact. By expanding benefits to your workforce, how many people did you help? And how did that change their lives? This is the heart of your story; how your efforts changed and saved lives. If you can, let your workers and customers speak for themselves. Gather comments from Facebook and Twitter, or set up an email address where people can share their own stories. Once you have critical mass, transcribe, if needed, and organize in a spreadsheet. Flag the best stories so you’ll know where to find them in the future.
- Craft a narrative. Right now, you’re focused on doing all that you can to respond to this crisis, and that’s important. But when you have a moment, and are ready to start crafting your narrative, a helpful construction to consider is “challenge, choice, change.” Ask yourself: what was the challenge you faced? What was the choice you made? What change came as a result of that choice? Use the details, the facts, and the stories you’ve gathered to provide context and round out your narrative.
- Amplify your story. In our interconnected world, there is no shortage of ways to get out your message. An op-ed, a Medium post, a video, a Zoom panel, no matter how you amplify your story, make sure you do. That’s the best way to lead by example and inspire others to act.
No matter what, during this trying time, pay attention to the moments that make you proud or grateful. In the end, those are the moments that will make your story memorable.
At West Wing Writers, we work with words. But we know that fighting this virus requires more than words. It requires action. So, as you act today, remember to record it so you can share your story tomorrow.
