I’ll never forget the day that I started my first job fresh out of college. I was full of hope and ready to climb the corporate ladder. I had just joined News America Marketing and was to be supporting Walmart vendors in driving their businesses’ success. 

I walked in with my newly purchased Kate Spade commuter bag that was empty aside from 2 pens and a small notepad. Upon arrival, I was given a company-issued laptop and got straight to training. 

Over the next year, I built relationships with my clients, shared weekly meals with them, and even got to know their families. In some ways, these clients became my family. 

Little did I know, my plans are not always the plans of the world around me. Our company lost a major opportunity to continue as a Preferred Service Provider in Walmart stores and I was laid off during a company restructure. 

The fresh drive I had became lost and confused. Where would I go next? Job interview after job interview to only be told “We are sorry to inform you that we have selected an applicant with more experience. Please keep us in mind for the future.” 

Three months passed before I finally began my next journey in a job that I had only applied to because the application stated “Unlimited Vacation Time.” I entered the digital marketing space and learned that I loved everything about it. The more I worked, the more I wanted to grow as an employee. 

This job not only kick-started my enthusiasm for digital marketing but also created a hunger to keep learning. I ultimately decided to go back to school and pursue a Master of Business Administration degree. 

With the luck I had been having in the job space, it was only fitting that I graduated during the job drought that Covid-19 had created. I spent months searching for a new opportunity, not so patiently waiting for something in the marketing field to become available. 

Lucky for me, Thoma Thoma happened to have a position come open. Because of my journey and each twist along the way, I now have a job I love with a team that is supportive in every way. 

So, why did I tell you this story? “Stories are how we think. They are how we make meaning of life. Stories are how we explain how things work, how we make decisions, how we justify our decisions, how we persuade others, how we understand our place in the world, create our identities, and define and teach social values.” – Dr. Pamela Rutledge, Director of the Media Psychology Research Centre

Each story that we hear is made to grab our attention ― even if just for a short few seconds. When someone watches a scary movie and jumps during an intense scene, it is due to mirror neurons making that individual feel as if what is happening in the scene is happening to them. 

Mirror neurons are brain cells that fire when we do things and watch others do them. These neurons also fire when we see and hear other’s emotions. Because of this, we are better able to feel and understand how situations are impacting those around us. 

Each time your brand tells a story, it is your chance to impact your audience’s mirror neurons. Make them root for your brand through great storytelling. 

Author Skylar Kincaid

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