Kurian Tharakan thought he was simply studying the secrets of great religions to inform his marketing strategies – but he ended up uncovering a powerful framework for creating high-performance organizations. How would this framework – the Seven Essential Stories – transform your leadership impact?
“Good marketing [or leadership communication] takes its cues from great religion.”
Table of Contents
Transforming Your Leadership Impact with Kurian Tharakan
Kurian Tharakan, a seasoned sales and marketing expert, comes with an impressive 27 years of experience under his belt. Based in Alberta, Canada, Kurian has worked in various capacities, ranging from leading sales teams to heading integrated sales and marketing teams.
With a focus on transforming people’s lives through effective storytelling, he has dedicated his career to helping companies communicate their big ideas effectively. Passionate about charismatic leadership and high-performance organizations, Kurian shares his insights on how the art of persuasion can be applied across all aspects of life.
Kurian Tharakan’s journey with the power of storytelling began when he realized that traditional sales and marketing tactics were not as effective until they tapped into people’s emotional desires for transformation.
This revelation led him to study great religions and their methods of communication, which he found had perfected the art of storytelling. By understanding these stories, he was able to create a framework for successful marketing that got people to believe and invest in an idea first before committing to the products and services.
In this episode, you will be able to:
- Transform your organization by incorporating powerful strategic narratives.
- Boost your leadership presence through persuasive communication methods.
- Acquire marketing wisdom from religious principles to foster devout followers.
- Develop a high-performance team by integrating seven essential stories into your culture.
- Reclaim your business purpose and establish market dominance through your origin story.
The Importance of the Big Idea
In the realm of leadership and marketing, the Big Idea is a crucial element that drives transformation and growth. It is a story that takes customers from their current situation to an aspirational destination, outlining how they can implement and benefit from the idea.
A leader’s products and services are merely tools that help their audience reach their goals, so focusing on the story and the message it conveys is paramount. Kurian Tharakan highlights this concept by stressing that effective communication and persuasion are core elements of marketing.
Rather than laying out generic, unengaging information, crafting a strategic narrative that engages the audience’s emotions and aspirations is far more effective. The Big Idea is the key to building a strong, captivating foundation for any brand’s marketing efforts.
Kurian Tharakan
Kurian Mathew Tharakan is the founder of the sales and marketing strategy firm StrategyPeak Sales & Marketing Advisors and a 27-year veteran of the sales and marketing industry. He has consulted for companies in numerous sectors.
Mr. Tharakan is also the author of the Amazon Bestseller, The 7 Essential Stories Charismatic Leaders Tell, which details how anyone can move people and mountains with the power of story.
Chapter Summaries:
00:00:00 – Introduction, Jerry Dugan introduces Kurian Tharakan, who shares the seven essential stories we tell ourselves to accomplish and get things done in our lives.
00:05:09 – The Importance of the Big Idea, Kurian explains that the Big Idea is a transformation story that helps customers understand how they can get from where they are today to where they want to be. He also emphasizes that the Big Idea is the very first thing that anyone buys from you.
00:10:23 – Persuasion vs. Coercion, Kurian emphasizes the importance of persuasion in marketing, and how it’s about communicating with a persuasive angle. He also discusses how brands are in the business of attracting and repelling at the same time.
00:12:26 – The Power of True Believers, Kurian explains the importance of true believers, disciples, and the second tier in propagating a message, and how this is key to building a brand and community. He provides examples such as Walt Disney World and IBM.
00:13:12 – Branding and Community, Kurian discusses the importance of branding and community, and how having champions who are fully on board with the religion of a brand can help spread the message and build a community.
00:14:17 – The Importance of Discipleship and the First Follower, Tharakan discusses the importance of having disciples or a first follower to carry a message, whether it’s for a startup company or a movement. He also emphasizes the significance of standing on a digital street corner to attract true believers, and how religion is not just about God, but also about stories and values.
00:15:36 – The Power of Religion and Its Stories, Tharakan delves into the importance of storytelling in religion, citing the three dominant religions and how their stories have evolved over time while still adhering to their core values. He also explains that great marketing can take cues from religion and its storytelling techniques.
00:19:50 – Guardrails and the Seven Story Pillars, Tharakan discusses the importance of having guardrails or core values that define an organization or movement. He also introduces his book, “The Seven Essential Stories Charismatic Leaders Tell,” which details the seven story pillars: creation and origin, identity beliefs and values, big idea, enemy we face, mighty winds, journey we must undertake, and why we will win story.
00:27:48 – The Seven Story Pillars, Tharakan provides a summary of the seven story pillars, emphasizing the importance of each one and how they work together to create a powerful and persuasive narrative. He also explains the keystone elements that guarantee a win in the audience’s mind.
00:29:51 – The Importance of Rediscovering Your Story, Kurian emphasizes the importance of personal and market leadership by stating that regaining one’s story leads to regaining their way. He explains how clients who have lost their way can rediscover their soul by going back to their origin story and big ideas, which can transform their customers’ lives.
00:30:53 – Rediscovering the Heart and Soul of Your Business, Kurian shares a cautionary tale of a client who had lost the soul of his business and was solely focused on making money. By rediscovering the heartfelt reasons why he started the company, he was able to turn the business around.
Resources
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You can learn more about Kurian Tharakan’s services and programs at strategypeak.com.
Other episodes and articles you’ll enjoy:
7 Pillars of Servant Leadership: How to Lead with Empowerment, Compassion and Integrity – JS 013
1 Simple Thing Garth Brooks Reminded Me on Leadership
Paresh Shah on How to Be a Better Leader through Lifter Leadership – BtR 162
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LinkedIn: https://www.linkedin.com/in/jerrydugan/
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Transcript
