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????據(jù)波特曼說(shuō),，利華問(wèn)自己：“我怎樣才能實(shí)現(xiàn)增長(zhǎng),、增長(zhǎng)、再增長(zhǎng),，讓所有人都享受到恩惠,？”

????波特曼告訴我們，如今,，“問(wèn)題轉(zhuǎn)移到了撒哈拉以南非洲地區(qū)和印度”——而威廉?利華的另一個(gè)創(chuàng)造,，Lifebuoy（“救生圈”）肥皂，正在那些地方推動(dòng)這項(xiàng)事業(yè),?！癓ifebuoy真是名符其實(shí)?！?/p>

????我們總結(jié)得到的第二種故事,，是顧客影響故事。這種敘事記述的是一家企業(yè)在改善生活方面的成效,。例如去年,，聯(lián)合利華的Lifebuoy團(tuán)隊(duì)就創(chuàng)作了一則三分鐘短片，用以在印度推廣洗手習(xí)慣,。視頻中,，一名父親在兒子的五歲生日上表達(dá)感恩。片尾披露,，這個(gè)兒子是他第一個(gè)活到五歲的孩子,。

????這則Lifebuoy短片在YouTube上的播放次數(shù)接近1,900萬(wàn)次。

????顧客影響故事要有說(shuō)服力,，不一定非要述說(shuō)拯救了多少條人命,。為汽車買家提供網(wǎng)絡(luò)服務(wù)的Edmunds公司就使用視頻推薦，來(lái)分享自己的品牌理念——“簡(jiǎn)化生活中的重大決定”——對(duì)顧客的意義,。其中一則視頻展示了Edmunds網(wǎng)站如何使一位74歲老婦得以買到她“前往獨(dú)立的門票”,。還有一則視頻則慶賀了一位母親新近獲得的出行自由。

????Edmund總裁兼首席運(yùn)營(yíng)官塞斯?貝爾科維奇說(shuō)：“這些視頻恰好反映了我們對(duì)自身宗旨的設(shè)定——以及我們努力實(shí)踐的使命?！??(財(cái)富中文網(wǎng))

????譯者：Liam

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????According to Polman, Lever would ask himself, "How do I grow, grow, grow so that more people get the benefit?"

????Today, Polman says, "the issues have just moved to sub-Saharan Africa and India" -- where another of William Lever's creations, Lifebuoy soap, is there to help the cause. "Lifebuoy is exactly what the name says."

????The second type of story we observed is the customer impact story. This narrative documents the life-improving effects of an enterprise. For example, last year, Unilever's Lifebuoy team created a three-minute film to promote hand washing in India. The video depicts a father giving thanks for his son's fifth birthday. The closing sequence reveals that the son is the man's first child to survive his fifth year.

????The Lifebuoy film has been viewed on YouTube almost 19 million times.

????Customer impact stories don't have to recount saved lives to be powerful. Edmunds, which provides online services for car buyers, used video testimonials to share what its Brand Ideal—"Simplifying life's big decisions"—means for its customers. One video shows how the Edmunds website empowered a 74-year-old woman to purchase her "ticket to independence." Another celebrates a mother's new-found mobility.

????Edmund's President & COO Seth Berkowitz says, "The videos reflect exactly what we would like to think we're all about -- and the mission we're trying to live."