As anyone who watches prime time talent shows will agree, having a good backstory can add serious value – and ensure your 15 minutes of fame set against a suitably inspirational backing track.
New York Times Magazine journalist Rob Walker and author Josh Glenn, wanted to figure out whether this held true even if everyone knew the story was made up.
So they started an experiment.
Significant Objects invites talented writers to invent a story about an object purchased from a thrift store. The hypothesis is that this object, now attached to such a story, will be considered more valuable – something they put to the test by selling the objects, complete with story, on eBay.
In the first incarnation of the experiement they ‘sold $128.74 worth of thrift-store junk for $3,612.5′. Not bad.
You could argue that people have bought the objects – ranging from a hand-held bubble blowing machine (sold for $36) to the Indian squaw figurine pictured above (sold for $157.50) – to be part of, or as quirky souvenirs of, the experiment.
In other words, the experiement itself might be the real story that people are connecting with.
But that would miss the point. The reason why is almost irrelevant. Whether it’s the invented stories or the experiment itself, creating a story that people can connect with, makes a difference.
In short, story matters …
… the story of lots of grandmothers knitting hats sets Goldenhook apart
… the story of ethically sourced and created tees sets Edun Live apart
… the tiny histories of possible previous owners sewn into the lining sets Curious Tales jackets apart
Your story can be about virtually anything, what matters is authenticity.
It could be a story about where your product or service has come from. The values involved in creating it. The people behind it. The way it is produced. Why you’re doing it in the first place.
Even the made up stories of Significant Objects, create their own authentic stories in turn.
The creativity of the writers. The good cause that benefits from the sale of the goods. The hypothesis. The creators of the experiement. The kitsch nature of most of the objects. And even the experiment itself. They’re all things that people might want to be a part of and talk about with others.
And that’s what makes a story – something that people can connect with over and above the intrinsic value of what you’re selling.
So what’s your story?
Site: significantobjects.com
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