Biography of Jack Kelly - Following a corporate career as an officer of two major U.S. corporations, Tenneco and American General, Kelly embarked in 1985-86 on a new career managing major sporting events as the CEO of two U.S. Olympic Festivals (Houston, Minneapolis – St. Paul) and as the CEO of Turner Broadcasting’s Goodwill Games. Following this and prior to moving to Lexington, Kelly served as CEO of the Bowling Industry in the U.S., as CEO of the Greater Houston Sports Foundation and as the chair of USA Baseball. Kelly has a Bachelors Degree from Northeastern University in Boston and an MBA from Purdue University.
Introduction
We have recently had the opportunity to collaborate with Jack on the development and marketing of a few proprietary platforms for 2010. Jack has a wealth of experience and he is a fantastic story teller. We wanted to get Jacks POV on the topic of Storytelling.
How did you get to be such an accomplished storyteller?
First you have to understand the true value of your story. Story telling is a great way to connect with your audience in a very personal way. You really have to teach yourself to look beyond the obvious, look for the deeper story about “How we got here” or the “Road less traveled”. You also have to be savvy enough to know what your audience is really interested in. You don’t necessarily tell the same story the same way for every audience.
Like anything else, you have to have a beginning middle and an end.
What are some essential elements of a great story?
Like anything else, you have to have a beginning middle and an end. You have to get the attention right off the bat and make that connection. It has to be interesting and it has to be memorable. One thing that I am blessed with is a fantastic memory. I remember phone numbers from friend that we have had for 30 years ago. I remember every detail from my experiences and numerous Olympic bid awards. To be a good storyteller, you have to have the ability to paint the picture with details for the audience that almost transports them there. You also have to have the element of surprise by telling the audience something that they didn’t know.
What brands are doing a great job of telling their story today?
Well the Nike story is always a good one…Phil Knight working with Bill Bowerman selling the track shoes out of the trunk of their cars. What a great beginning of a company and we can all connect with that… What’s Rebok’s story?
How about Coca-Cola?
John Pemberton, that Atlanta pharmacist, who was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs’ Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed—this new drink was something special. Jacobs’ Pharmacy put it on sale for five cents a glass.
And what is Pepsi’s story?
And then there is Gatorade. A great brand with a great story and they just really began to amplify that story recently.
In the 1960’s the University of Florida had been working on creating a drink that would replace fluids and salts and taste good. They tested the drink on the football team…the Gators. They became known as a second half team because the opponents we were worn down and only drinking water on the opposing sidelines. After the Gators defeated Georgia Tech in the Orange Bowl, the drink was named Gatorade as the Georgia Tech coach said that “Gatorade” was the difference in the game. Now you find Gatorade on the sidelines of most major professional sports. Almost 40 years later they are telling that story.
Bottom line, stories make corporation real, give them some human qualities that we can all identify with.
How about the Ray Kroc story with McDonalds?
Ray Kroc invested his life savings to become the exclusive distributor of a milk shake maker. He heard about the McDonald’s hamburger stand in California owned by Dick & Mac McDonald running eight shake makers at a time, so he packed up his car and headed west. It was 1954. Ray Kroc had never seen so many people served so quickly. He pitched the idea of opening up several restaurants to the McDonald brothers. He convinced them that he could sell eight of his shake makers to each and every one and that he would open up these new restaurants.
And the rest they say is history.
What properties tell a great story?
Well, the Olympics are the ultimate story on a global level. We see the athletes; we learn their stories that become part of the Olympic movements. Who could forget Lake Placid in 1980 when the US hockey team shocked the world? There are thousands of Olympic stories that make the Games what they are. They are human stories that we can all identify with and that is why the Olympics are so powerful…it’s a never ending story of personal sacrifice to be the best. Who doesn’t love that?
Summary
Everyone and every brand have a story. Sometimes the stories are even fictional; as long as they are good they can work. Now telling a great story is an art. It takes practice and it has to be something that you like to do. My 3 year old love stories (what 3 year old doesn’t right). Our bed time ritual starts off with “Dad tell me the story about…” and she makes the up the topic. I’m no Jack Kelly or J. Peterman, but practice makes perfect.
So what’s your Brand Story?