A few weeks ago, I got sucked into one of those Internet time holes in which my behaviour defied all logic but I just…couldn’t…stop.

I was watching the 24-hour music video for Pharrell Williams’ infectious pop song “Happy.” For those of you who have seen the short version and the knock-offs but never experienced the real thing, take it from me.

It really is 24 hours.

The video, along with its more manageable four-minute version, has travelled around the world and back, evoking a cult-like response from copycat videographers from Germany to Tunisia to Vancouver, Canada, where I happen to live. The Vancouver version actually made the local news, which led me back to the 24-hour original and the aforementioned time hole.

The videos show regular people (and professional dancers playing regular people) dancing in public spaces like city streets and train stations. Sometimes Pharrell Williams dances. That’s pretty much it. Simplest concept ever, but it managed to completely capture my attention—and to make me feel happy.

When I snapped out of my trance, I found myself wondering what was so appealing in the first place.

Then I realized. With their everyman-on-the-streets approach, the videos were actually about me.

The producers, both professional and amateur, tapped into the number one thing you must keep in mind while creating content for your business.

It isn’t really about you. It never was.

It’s about your viewer, your reader, your prospect. When it comes to using storytelling as a marketing tool, you must make your reader the star of your story. The best way to do that is to be relatable— to uncover the aspects of your own story, and the stories of your existing clients, that will make your readers see themselves.

We’ve all experienced this with books, movies and television shows. We love encountering characters with our strengths and weaknesses, and maybe even the same dry wit!

This process is at the core of storytelling, and the core of what makes us human. We want to understand, and to feel understood. When we’re told—or better yet, shown—a story that we find ourselves in, we experience something closer to transcendence than anything I’ve ever known.

There was something transcendent about those simple Happy videos. They told the stories of regular people who stepped outside of their routines (and probably their comfort zones) to let a little joy into their lives. My subconscious said, “Baute, that should be you dancing in the streets! Grab a video camera and go for it, right now!” Needless to say, I fought the urge, although the numerous viewers who made their own videos did not.

But the story affected my thoughts and even my actions (I may have danced, just a little), which is exactly what you want your content to do for your customers.

There’s a reason brand storytelling is the hot marketing thing right now.

People are catching onto the power of storytelling in a socially-wired world. Businesses no longer need the mainstream media to tell their stories for them. With a website, social media updates and some storytelling flair, every organization can have its own news outlet. No filter between you and potential clients. No limits on airtime, mentions, and messaging. It’s been blown wide open.

I’m eager to work with people who want to use this newfound power for good—to tell honest stories that help build socially responsible businesses.

I’m so freaking happy to be here.

Now, here’s how you can help me get my blog and newsletter rolling. I want to create content that’s relevant and helpful for you, so if you have a minute, please leave a comment answering this question:

What’s your biggest challenge in telling your business story?

Thanks so much for reading my first post! If you liked it, please subscribe!

P.S. If you’re interested, check out “the world’s first 24-hour music video” (but don’t say I didn’t warn you), and a very happy tour of Vancouver.