Michael Margolis was fascinated by a single question: How do we effectively communicate big ideas to large groups of people?
As a cultural anthropology scholar, he knew he had the knowledge and passion to find the answer. You can call these his “X-Men Abilities” — his particular mix of knowledge, skills, and experiences 100% unique to him.
We all have our own X-Men Abilities — skills that people will pay great money for. Margolis just had to figure out how to turn his into a business.
He landed on STORIED (formerly Get Storied), which helps businesses tell their stories and humanize their brands. Specifically, he offers a suite of in-person training and coaching courses, including narrative consults and corporate events. He also set up StoryU to provide online courses and generate passive income.
In the demand matrix of business models, Margolis chose the coaching and courses: the two that can help you make a high profit quickly at a low cost.
Results: Helping game-changing companies tell their stories
STORIED now helps thousands of people each month get their stories straight. The company has even advised organizations such as NASA, TEDx, SXSW, and Zappos.
One testimonial from a head marketer at Bloomberg points to the effectiveness of the Get Storied business model:
“There was an ‘aha’ moment for every attendee! Michael helped us improve the value propositions we use to speak to our client’s unique needs and desires. Our senior sales leaders gave the day top ratings and left with immediate skills they can use.”
By hosting these in-person training sessions, Margolis was able to give his clients the tools they needed to tell their stories and humanize their brands — and they were willing to pay for it.
The takeaway: Tie your products to a core message
Margolis could’ve just told companies, “I’ll help you polish your presentation deck” and left it at that. Sure, it’s a decent offering, but it doesn’t really differentiate him from the next guy. It’s also not scalable, and probably won’t command a higher price tag.
In order to generate desire for your brand, you need to look beyond just your product. Take Whole Foods. Yes, they’re selling groceries. But they’re also selling a healthy, organic lifestyle, and the idea that if you shop there, you’re taking care of yourself and your body.
That’s why Margolis used his passion for stories to take his business proposition to the next level.
With STORIED , it’s not just about writing a good executive summary; it’s about tapping into the history of storytelling and how people communicate. It’s about helping brands distill their messages into one engaging story, and providing the tools they need to tell that story to key audiences. That distinction turned Margolis’s idea into a truly unique one.
