The desire of companies to want to call an objective a theme is something I often encounter in my strategic storytelling work. At times they may appear similar, but the reality is, themes serve objectives much more powerfully than an objective will serve a theme.
Objectives, to apply a simple definition learned from my boss at Microsoft way back when (thanks, Darren), have a timeline and must be measurable: Sell 100 units by July 1; Raise ten million dollars by Q3.
Theme, on the other hand, is what the story is really about. The “heart and soul of the story” as they say in Hollywood.
A lot of strategic planning goes into developing objectives and themes, but in today’s emotionally-driven story world, I highly recommend any company who wants to tell (and sell) a better story to first start with understanding your theme and then build your objectives from there. One theme we are all familiar with is “the turn-around story” – making a comeback. Linked to this is, of course, the universal desire to cheer for the underdog. The challenge involved in turning anything around is naturally a very actionable one; tough decisions have to be made for the underdog to defy expectations, rise up and succeed. We can relate to that kind of human story, we’ve all faced it at some time in our lives.
Themes and objectives: tying the knot
Let’s say your company has a turn-around story. A case study that, for example, demonstrates a measurable change to revenue. Put some emotional shape into it by going to the heart and soul of what that story rise is really about. To do this requires some digging and professional story analysis (story analysis will always sharpen your data analysis); but, as I am shown time and time again, something very human lies beneath that spreadsheet (a decision, a choice…), and when you pull it out, it could become the theme that clients, investors, and your employees all point to as the one thing that they most appreciate about your firm. Translation: the all-important emotional connection has happened.
So now you have a clearly defined theme, one you are genuinely excited about because it has depth and real meaning. Make that theme the foundation from which you develop your business objectives. “We want to grow our retail market share by 3% by the end of 2016.” Maybe that’s an aggressive number, but because you have a theme that speaks to overcoming challenge and “defying the odds,” you have created an opportunity to strategically develop smart plans that will target that objective, not to mention motivate the team that is assigned to achieve it.
A strong human theme will energize a business objective. Serve them both well and the results will follow.
**
23 years of developing strategic Asia-Pacific business storytelling. SpeakingEnergy.com