3 minute read
Too many geospatial brands have incredible stories—but the way they tell them? Flat. Forgettable. Failing to connect.
They assume that simply having a great story is enough. That if they just lay out the facts—how they started, what they built, why it matters—the audience will be hooked.
But storytelling doesn’t work that way.
After preparing my TEDx talk, I realized something critical: there are two main ways to tell a compelling story—and most brands are using the wrong one.
The Two Types of Stories That Actually Work
1. The “Shift in Worldview” Story
This is the kind of story that changes how people see the world. It deconstructs old beliefs and replaces them with something better.
Think of Simon Sinek’s TED Talk on leadership. Or how Steve Jobs introduced the iPhone—not by listing features, but by shifting how we thought about mobile technology.
When should you use this approach in geospatial storytelling?
- When launching a product that challenges the status quo (e.g., AI-driven remote sensing, real-time disaster monitoring, next-gen location intelligence)
- When explaining why your solution matters in a bigger context (e.g., climate resilience, smart cities, conservation)
- When reframing why existing methods are broken (e.g., “Traditional flood mapping is outdated—here’s a better way.”)
2. The “Eye-Opening Journey” Story
This is the kind of story that takes the audience on a journey—step by step, gripping them with every twist and turn.
Think about:
- A geospatial startup’s origin story—why it was founded and the challenges faced along the way
- A product development journey—how a bold idea became a reality
- A case study—how a client went from struggle to success using your solution
The Mistake That Kills Great Stories
Here’s where most brands go wrong: they force a worldview-shifting story into a chronological format.
But the problem? The beginning of these stories isn’t exciting.
Imagine if Steve Jobs had introduced the iPhone like this:
“We were sitting around a table… discussing component manufacturing… testing different screen materials…”
Boring.
Instead, he started at the climax—the moment of revelation: This changes everything.
That’s why structure matters. And why so many geospatial brands are failing to make an impact with their messaging.
How to Structure Your Geospatial Brand Stories
If you’re telling a “Shift in Worldview” story…
- Don’t start at the beginning.
- Start near the climax, where the audience feels the problem and is primed for a new perspective.
- Unravel the story in a way that changes how they see the issue.
If you’re telling an “Eye-Opening Journey” story…
- Start where the audience is—what they already understand.
- Walk them through the journey step by step, without skipping ahead.
- Build momentum so they stay engaged until the resolution.
When your story structure matches your message, your brand storytelling becomes 10x more powerful.
Have you thought about your brand stories this way?
Need help nailing your brand stories? 👉 Check out our Brand Storytelling workshop.
Want to have a chat about your specific needs? 👉 Contact us.