Taught by Toni Morrison

This week the world lost a great thinker and writer, Toni Morrison. She won a Nobel Prize for her literary work and has received other awards and recognition as well, she’s been an editor and a professor, and was a mother. Her words and spirit have spoken to many generations and groups of people, so today I thought we’d take a look at what made her so well liked and successful (even if that may not have been her goal) and what we can learn from her life and success.

It all starts with words. Toni is known for her culturally relevant and forward thinking, and her words were always accurate but sensitive. She did it all when it came to writing, including editing the works of others, and many of the tributes that have been shared have echoed how her words have stuck with them, and that her words made them realize how important, valuable and powerful words can be. As a business owner one of the most powerful tools you have are words, and too many businesses today aren’t providing sufficient words, both written and audio. They aren’t speaking to their people, let alone speaking in a passionate, persuasive and informative manner.

She told a story. One of the things that we’re really been talking about in business over the past few years is the value of telling a story, and how our customers can relate better to us when we tell a story. As powerful as her stories were, the words she chose were words of truth, words that spoke to the situations, experiences and emotions of the African American culture she so often wrote about. Go ahead and tell stories in your business and to your customers, but don’t waste your time or theirs with false stories or tales that go nowhere. Keep it relevant and accurate to who you are, who your customers are and what you’re all about.

Finally, she knew what it was to nurture and love. In one interview she talked about some famous authors who had one breakout hit but ended their working years doing menial labor jobs. She questioned what happened that they weren’t able to continue to bring greatness to the literary world, and that’s something that we have to question in business as well. Why do some companies start out so well and peter out? One of the reasons is because they don’t take the time to nurture and care for their customers and provide an experience that customers want to come back to and want to tell others about.  No one has had a bad thing to say about Toni Morrison(although not everyone has loved her work), would people be equally positive about you?

Toni Morrison lived 88 wonderful, engaged and filled years, years in which she chose to make an impact one word and one relationship at a time.  Are the words and actions you’re taking in your business building a similar legacy that will last as long as she did and beyond or are you working on a one-hit-wonder?

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