We periodically delve into the murky world of investigative reporting.
If you recall — and I suspect you don’t — it was this property that broke the story that The Wall Street Journal failed to dig into the background of Tim Bray who had a history of dissing Apple before joining Google.
It is in this spirit that we scrutinize the storytelling from a beverage company called Sweet Leaf Tea.
No question, this company gets it.
There’s a richness and texture to its storytelling techniques, which you can see in the “Taking It To The Streets” vignette.
Does the storytelling stay consistent?
Does the storytelling stay truthful?
In a word, yes.
I purchased a bottle of black tea from Sweet Leaf last week.
Naturally, I gravitated to the “Our Story” on the back of the bottle.
It’s tough to read, but there’s a line that says:
We’ve grown since then but we’re still inspired by Clayton’s granny, “Mimi,” who taught us never to use ingredients we can’t pronounce.
OK, let’s put this to the test.
I cropped this photo too tightly, so missed the ingredients. Here they are:
- filtered water
- organic cane sugar
- organic black tea
- citric acid
I think I’m on safe ground in saying these words are easy to pronounce and aren’t going to stump anyone at a spelling bee.
Well done, Sweet Leaf Tea.
Lou… here, here! Storytelling is at the heart of everything we do. Sell, market, child-rearing. Ever since the cave-person days :>)
One of my favorite books (back from my HP days) was “Managing by Storying Around) by David Armstrong. http://www.armstronginternational.com/davidarmstrong
I’m going to check out the Armstrong book (like the title and play on words).
I did read the Peter Guber book “Tell to Win” last year which was solid.