Breath of fresh air, from wind-turbine eco-entrepreneur
09 January 2009
Stories from Ecotricity founder Dale Vince and the challenge of changing people's behaviour
Yesterday’s tabloids had fun with the mystery of how a wind turbine lost a blade. Speculation about UFOs made a nice break from the continual worries about the economy, especially on a day when the MPC was meeting to consider a controversial rate cut.
Better than the light relief was a great example of storytelling in businesses, thanks to Telegraph reporter Mark Anstead's Q&A with Dale Vince, CEO of Ecotricity, the renewable electricity company that owned the damaged turbine. Vince is a breath of fresh air.
The interview is a joy to read, and to my mind demonstrates the power of stories to cut through corporate evangelism and create a memorable connection with consumers. See for yourself – the story is here.
Dale explains how his renewable energy mission took shape. His stories show that people can change their ideas about what’s possible and what’s profitable once an inner light bulb switches on. "Aha!" they say, and their habits and attitudes begin to change. Direct experience – something an individual thinks up for him or herself, or something s/he does – matter hugely.
It takes time to find that inner "switch". Sharing stories seems to help people arrive at their own moment of discovery, perhaps because stories exercise our abilities to empathise and imagine things beyond our immediate experience.