See a photo of Doug, his bio, and Part 1 of this Q&A.

Q&A with Doug Rice, Question 2:

Q: Your Website includes the acronym “T.R.U.E. Stories.” Can you elaborate on that concept?

A: The acronym is my philosophy for successful business storytelling. I chose the word, “true,” because I wanted to convey the idea of a compelling story being meaningful. I distinguish between truth and fact in that truth actually matters to us where as facts may or may not be relevant. The acronym lists the four components of stories that matter. A “true” story must be: trustworthy, relevant, unique, and enduring. If these qualities are present in the story that is told, it is infinitely more likely to be successful. I use this acronym as a measuring stick for success with my clients.

A trustworthy story is one that is credible and consistent. A business can have “holes” in its story just like a film can and it takes away from the audience’s ability to believe. A relevant story is one that is focused on the audience. The customer must be able to identify and empathize with the story the business is telling. A unique story is one that is different from the others. An organization or person that is not differentiated becomes a commodity, and no one likes clichés. Finally, an enduring story is one that creates a legacy. It is memorable enough to withstand the test of time and find a permanent spot in the audience’s mind.