Interview with Kurian Tharakan

Introduction

• Host: Dr. Allen Lycka
• Guest: Kurian Tharakan, founder of Strategy Peak Sales and Marketing Advisors
• Background: 27 years in sales and marketing, VP of Sales and Marketing for a software firm in Alberta, Canada, author of "The Seven Essential Stories Charismatic Leaders Tell"

Key Topic: Reasons for Failure in Companies and Organizations

• Main Point: Companies fail not due to their products or services but because their stories fail.
• Insight: The first thing people buy is the story, not the product. Relevance is key to survival.

Understanding Human Nature and Storytelling

• Human Nature: Basic human motivations have remained the same for thousands of years.
• Maslow's Hierarchy of Needs: Physiological needs, safety, love and belonging, esteem, self-actualization.
• Application: Translate human motives into relevant stories for your audience.

The Power of Great Stories

• Religious Influence: Great marketing takes cues from great religions which tell compelling, interlocking stories.
• Examples: Stories from Christianity, Islam, Hinduism, etc., create a meta-plex of storytelling.
• Impact: Stories attract, convert, and retain followers.

The Seven Essential Stories Charismatic Leaders Tell

1. Creation/Origin: Where did we come from?
2. Identity, Beliefs, and Values: Who are we and what do we stand for?
3. The Big Idea: What is the central organizing principle?
4. The Enemy We Face: Who or what are we fighting against or for?
5. The Mighty Winds: Macro trends affecting the market.
6. The Journey We Must Undertake: The path forward based on the previous stories.
7. Meta Narrative: A comprehensive story tying all the elements together with keystone elements (superior gods, technology, strategy).

Application of the Seven Stories

• Brand Polarity: Great brands attract and repel. Not everyone should be part of your movement.
• Demographic Targeting: Tailor stories to specific demographics to ensure relevance and engagement.

Case Study: Social Media for Seniors

• Concept: Facebook-like platform for seniors focusing on ease of use and nostalgic elements.
• Testing: Use data-driven methods like surveys and ad campaigns to gauge interest and refine the product.

Marketing and Data-Driven Decisions

• Importance: Make decisions based on data, not guesses.
• Example: Gradually increasing ad spend based on successful data-driven campaigns.

Conclusion

• Relevance of Stories: Stories are essential to understanding and engaging with the world.
• Truth and Perspective: Different perspectives on the same fact create different truths, leading to disagreements.

Closing

• How to Learn More:
• Book: "The Seven Essential Stories Charismatic Leaders Tell"
• Services: Strategy Peak Sales and Marketing Advisors

BIO:

Kurian Mathew Tharakan is the founder of StrategyPeak Sales & Marketing Advisors, a seasoned expert with 27 years of experience in sales and marketing. He has consulted for various industries, including Manufacturing, Technology, Software, Non-Profit, and Life Sciences. Prior to founding StrategyPeak, he served as Vice President of Sales & Marketing for a software firm in Alberta, achieving significant success with multiple US Fortune 500 companies. Tharakan is also the bestselling author of "The 7 Essential Stories Charismatic Leaders Tell" on Amazon.

Social Media:

www.strategypeak.com