Author: Charles Crane, Huss Group Senior Consultant
You don’t have to be a Wall Street wizard to understand that companies that make more money are worth more to their shareholders. A company that earns a billion dollars is going to be more valuable than one that makes a million dollars, right?
Then how can a company like Amazon have achieved a market value of hundreds of billions of dollars before it ever earned a penny of profit?
By telling its story, perhaps more effectively than any other company in history.
Amazon had a vision: to disrupt the way products are bought and sold through innovative use of technology. And in Founder and CEO Jeff Bezos it had a visionary who was (and still is) extraordinarily effective in sharing Amazon’s story of innovation, disruption, and growth.
The lessons of building value through effective storytelling apply to businesses of all sizes, publicly traded or privately held. If you run a successful business, you know that great advertising, marketing and public relations are the keys to finding new customers–your company’s most important stakeholders–and to building loyalty among those who already love your firm’s products and services.
Those same elements, most notably PR, are just as important to maximizing what your business is worth. Value is in the eye of the beholder, and the more beholders your company has, the more valuable it becomes.
Even if you are a sole proprietor who owns 100% of the business, you want to grow its value for future owners, whether you wish to sell it someday or pass it along to the next generation. Telling your story to a broader audience through earned and owned media gets you and your company noticed by more potential owners, and as anyone who has ever attended an auction knows, the more bidders there are, the higher the price when the hammer goes down.
At Huss Group, we specialize in telling stories that make a difference. We know how to identify your company’s unique competitive edge and then to broadcast your story to the audiences that matter most through traditional, digital and social media channels. We’d love to show you how an effective communications strategy can build value for your business.