According to The People Profession 2020 report conducted by the Society for Human Resource Management, “people professionals tackle the challenges of change with the support provided by their beliefs that their career provides them with meaning and purpose”

The Society for Human Resource Management’s People Profession 2020 report states that individuals in more goal oriented positions are likely to report that their, “profession offers a meaningful career [and that these professionals] experience happiness as a result of their work [which] is connected to what they think is important in life”.

The People Profession 2020 survey by the Society for Human Resource Management reports that 95% of U.S. professionals believe their career is meaningful.

According to the Society for Human Resource Management People Profession 2020 report, 9 in 10 U.S. professionals believe that their work offers good career prospects.

A 2016 Cone Communications Millennial Employee Engagement Study found that 64% of Millennials consider a company’s social commitments when taking jobs and that they will not work for a company if they do not have strong corporate social responsibility (CSR) values.

The 2016 Millennial Employee Engagement Survey conducted by Cone Communications LLC reported that 83% of Millennials would be more loyal to a company that allows them to contribute to social and environmental issues.

An article from the Center for Social Impact Communication at Georgetown University stated that, “brands can bring their CSR (corporate social responsibility) efforts to life through authentic storytelling [and that] Millennials want to know what companies are doing to make the world a better place”.

Authors from the Center for Social Impact Communication at Georgetown University suggest that the, “corporate world cannot ignore the demands and expectations of Millennials, who are devout in their desire to associate with companies aligned with their values”.

In a Forbes article discussing research on the appeal of audiobooks, authors explain that “as technology evolves, people have more options available to them, which may explain why [reports] found younger adults to be more likely to opt for audiobooks and the multi-tasking they enable”.

According to a study conducted by Pew Research Center on book reading, about 14% of U.S. adults listened to an audio book in 2016, with an 11% increase in e-book consumption between 2011 and 2014, and young adults being more likely to read books in various digital formats.

According to an audio book survey conducted by Statista, 27% of U.S. adults ages 30-49 have listened to audio books in the last year, with 23% of U.S. adults ages 18-29.

In an article published by Inc., authors mentioned that audiobooks are popular with Millennials because they, “provide a way to listen at a high speed rate”, later adding that audiobooks have, “become a preferred pace for many millennials [because] regular books or classroom settings just can’t deliver on that speed factor, that more instantaneous result”.

A research article conducted by the Center for Creative Leadership states that, “a focus on social responsibility is particularly important to attract, retain, and increase the commitment and engagement of Millennial employees and talented women”.

In a study from the Journal of Education For Business, researchers indicate that, “the majority (79%) of Millennials want to work for a company that cares about how it contributes to society and 69% would refuse to work for a company that is not socially responsible”.

A 2019 Forbes article reported that audiobooks have had a big shift in popularity in 2018 where for the first time, “a full half of all Americans ages 12 and older have listened to an audiobook, up from 44% last year”.

A university study on e-books found that “common characteristics described in the literature of Millennials, based on their generational experiences, are their competence with technology” which coincides with increases in audiobook sales.

An audiobook research study from the State University of New York notes that Millennials are, “more technologically advanced than any previous generation [and that] survey data has shown a correlation between age and reading preferences [where] younger people listen to more audiobooks than older Americans”.

According to a 2015 article by the American Press Institute, about “19% [of Millennials] say they have paid in the last year for a subscription service for eBooks or audiobooks such as Kindle Unlimited or Audible”.

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“Don’t They Know How Hard It Was In The Beginning?” – Frustrated Founder


Avatar Business Audio Theatre April 27, 2021 66

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It was bad enough before work-from-home became the norm. Employees know little about the history of the company they work for. Sure, they got a written timeline or a video from the CEO as part of the onboarding procedure. And later, they got the constant presence of the Founder in the workplace. But now, with work-from-home, “take-it-for- granted” is becoming the dominant culture.

When founder’s see this happening in their own company that took years of blood, sweat, and tears to establish, years of sacrifice and uncertainty to finally stabilize, and years of anxiety and sleepless nights to succeed, no wonder they ask, “Don’t they know how hard it was in the beginning?” But the fact is, no, they don’t!

The Problem with 1st Person

You can sit them down and tell them your story, but that would be in the first person, risking a self-serving, almost patronizing posture. You can record a video in which you describe your humble beginnings, but again that’s you telling them. You can write a book and hope they read and remember it, but that’s unlikely due to the time and immobility required.

The 3rd Person Advantage

Or you can do something much more effective, compelling, and memorable. You can use the popular audio format which they favor. They can hear your story in the third person with actors playing the parts in seminal scenes from your journey, complete with outcomes, music, and sound effects.

Efficient and Popular

You can use Business Audio Theatre to perform your story for a fraction of the investment of a movie, but with all the cinematic impact. You can deliver your story in an audio format, so they can hear it when they want and where they want. It’s screen-free and page-free, truly mobile, and it’s entertaining!


Imagine, you are not telling them about your history, they are experiencing your story through actors. They become emersed in your challenges and breakthroughs. They identify with your values and principles. They identify with what your goals are. As your story unfolds they can’t help but be pulling for you to succeed in the face of adversity. The result? Buy-in can only happen when, even as observers, they experience what you went through to create the business and the job that supports them.

It’s hard for employees to take the history of your company for granted when they know the story. It’s hard to take it for granted once they identify with the founder and the mission. Now your employees know they are not just making a living, they are making a difference.

Value Alignment

And isn’t that what the new generation wants today? They are starting new families and are naturally concerned with the implications of where they work on their family’s welfare. They are looking for jobs where they can identify with the founders. Any job they hold without “buy-in” is just a temporary job until they find the right one.

Why not show them that they have the right job, with the right company that aligns with their values? Why not take them along on the journey from inception to monetization through a third-person audio play that entertains, inspires, and welcomes them to write the next chapter?

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