{"id":1379,"date":"2019-09-17T12:00:00","date_gmt":"2019-09-17T12:00:00","guid":{"rendered":"https:\/\/accord.galambos-dev.com\/?p=1379"},"modified":"2020-11-15T17:47:32","modified_gmt":"2020-11-15T22:47:32","slug":"prouvez-la-valeur-de-votre-entreprise-grace-a-la-narration","status":"publish","type":"post","link":"https:\/\/accordfinancial.com\/fr\/latest\/2019\/09\/prove-your-companys-value-through-storytelling\/","title":{"rendered":"D\u00e9montrez la valeur de votre entreprise en sachant la raconter"},"content":{"rendered":"<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Votre histoire est ce qui vous distingue<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Dans un article de Meghan Daniels de la soci\u00e9t\u00e9 Axial, intitul\u00e9 \u00ab\u00a0How Buyers Evaluate Risk: Due Diligence 101\u00a0\u00bb, elle parle plus particuli\u00e8rement du processus de diligence raisonnable, ou de la d\u00e9tection et de l'\u00e9valuation des risques, en notant les dizaines de consid\u00e9rations, tangibles ou non, dont il faut tenir compte pour \u00e9valuer la pertinence d'une transaction. Ce processus vise non seulement \u00e0 confirmer l'exactitude des informations fournies par une entreprise, mais \u00e9galement \u00e0 d\u00e9tecter les risques potentiels non pr\u00e9cis\u00e9s, que ce soit intentionnellement ou non.<\/p>\n\n\n\n<p>Cet article pr\u00e9sente une liste pr\u00e9cieuse des sujets pr\u00e9cis abord\u00e9s dans le processus de diligence raisonnable, ainsi qu'une liste compl\u00e8te de la documentation souvent requise. Cette information est extr\u00eamement pertinente car il est important de tout mettre en ordre avant de chercher du financement. Plus vos informations sont compl\u00e8tes, plus la transaction se fera rapidement. Plus vous ferez preuve de transparence, moins il y aura de risque que l'op\u00e9ration achoppe. Plus vous donnerez de d\u00e9tails, plus le pr\u00eateur sera en mesure de pr\u00e9parer un montage financier r\u00e9pondant \u00e0 vos besoins pr\u00e9cis.<\/p>\n\n\n\n<p>Mais tous les chiffres, les statistiques, les graphiques et les diagrammes du monde ne peuvent pas raconter dans le d\u00e9tail l'histoire de votre entreprise. Il y a bien des facteurs qui ne figurent pas au bilan. C'est la fa\u00e7on de raconter l'histoire de votre entreprise qui la distingue des autres dans la m\u00e9moire des auditeurs, qui la rend attrayante et digne de confiance pour un investisseur. Surtout lorsque votre pr\u00eateur est sur le point de prendre une d\u00e9cision cruciale pour la croissance de votre entreprise.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Mettre l'accent sur le r\u00e9cit<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Quand on pense \u00e0 votre entreprise, qu'est-ce qui vient \u00e0 l'esprit? Il faut raconter les faits qui on men\u00e9 \u00e0 la cr\u00e9ation de votre entreprise, les raisons qui ont men\u00e9 au d\u00e9veloppement de produits et services pr\u00e9cis et pour lesquelles vous souhaitez vous d\u00e9velopper. Quand vous \u00eates \u00e0 la recherche de financement, il est important de savoir exposer ces faits et ces motivations.<\/p>\n\n\n\n<p>\u00ab\u00a0Une bonne histoire bien racont\u00e9e provoque des \u00e9motions et doit s'adresser \u00e0 tous. Les personnes qui l'\u00e9coutent veulent comprendre quelles sont vos valeurs et votre engagement en mati\u00e8re d'excellence; l'histoire doit \u00eatre inspirante et fascinante. Un bon r\u00e9cit constitue le moyen le plus efficace de transmettre ces id\u00e9es \u00bb selon Mark\u00a0Truby, vice-pr\u00e9sident des communications, Ford Motor Company.<\/p>\n\n\n\n<p>Nike repr\u00e9sente l'un des exemples les plus classiques d'une marque \u00e0 laquelle une histoire est associ\u00e9e. Nike sait raconter son histoire depuis des d\u00e9cennies. Il y a vingt ans, Nike lan\u00e7ait le slogan \u00ab\u00a0Just Do It\u00a0\u00bb dans une publicit\u00e9 consacr\u00e9e \u00e0 la carri\u00e8re de Michael Jordan, sans aucune mention de la marque jusqu'aux toutes derni\u00e8res secondes. C'\u00e9tait l'une des premi\u00e8res fois qu'une entreprise montrait que ce qui ferait vraiment une impression durable et aiderait \u00e0 construire la marque \u00e9tait une histoire authentique. Nike est d\u00e9sormais la marque de v\u00eatements qui vaut le plus au monde, soit plus de 30\u00a0G$. Selon Richard Haigh, directeur g\u00e9n\u00e9ral de Brand Finance\u00a0: \u00ab\u00a0Le marketing audacieux de Nike lui permet de se d\u00e9marquer dans un march\u00e9 tr\u00e8s actif de marques de v\u00eatements de sport. \u00c0 une \u00e9poque o\u00f9 les clients recherchent des exp\u00e9riences et des liens qui ciblent les \u00e9motions, l'offre de Nike s'accompagne de messages et de valeurs sans ambigu\u00eft\u00e9 auxquels les gens peuvent se rallier. \u00bb<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Savoir raconter l'histoire d'une entreprise pour en augmenter la valeur financi\u00e8re<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Il existe d'autres exemples qu'une strat\u00e9gie intelligente pour raconter l'histoire de l'entreprise peut en augmenter la valeur per\u00e7ue. Il y a environ 10 ans, l'exp\u00e9rience litt\u00e9raire et anthropologique Significant Objects (les objets importants) \u00ab a d\u00e9montr\u00e9 qu'il \u00e9tait possible de mesurer objectivement l'effet du r\u00e9cit sur la valeur subjective d'un objet quelconque \u00bb. L'hypoth\u00e8se \u00e9tait que \u00ab\u00a0les r\u00e9cits conf\u00e8rent une valeur \u00e9motive et peuvent transformer des objets sans importance en objets importants \u00bb. Dans cette exp\u00e9rience, les chercheurs ont r\u00e9pertori\u00e9 des objets sans importance sur eBay accompagn\u00e9s de descriptions passionn\u00e9es et bien \u00e9crites de l'objet. Ainsi, des objets achet\u00e9s dans des ventes de d\u00e9barras pour \u00e0 peine 1,50 $ ont \u00e9t\u00e9 revendus pour pr\u00e8s de 8 000 $ chacun.<\/p>\n\n\n\n<p>Les entreprises les plus prosp\u00e8res au monde sont associ\u00e9es \u00e0 des r\u00e9cits qui v\u00e9hiculent un sens des valeurs et un sentiment d'importance. Pensez \u00e0 Apple, Ben &amp; Jerry's, Google, Tesla, Disney. Le r\u00e9cit et la valeur de la marque sont \u00e9troitement li\u00e9s car il n'y a pas de meilleur moyen de cr\u00e9er des liens avec le public et de le mobiliser. La capacit\u00e9 de bien raconter son histoire est essentielle pour une entreprise, et peut lui permettre ou non de se mettre en valeur et d'obtenir du financement. Le produit ou le service offert par une entreprise peut vraiment \u00eatre sup\u00e9rieur mais, en fin de compte, la prise de d\u00e9cision est beaucoup plus \u00e9motive que logique.<\/p>\n\n\n\n<p><em>Cet article est le premier de deux. <a href=\"https:\/\/accordfinancial.com\/fr\/dernier\/2019\/09\/creer-une-histoire-dinvestisseur-puissante\/\">Cliquez ici pour lire le deuxi\u00e8me.<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Les histoires engagent nos vies. Nous regardons des films et des pi\u00e8ces de th\u00e9\u00e2tre, nous lisons des romans, nous regardons la t\u00e9l\u00e9vision et\u2026<\/p>","protected":false},"author":1,"featured_media":3615,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[],"location":[],"class_list":["post-1379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>09\/17\/2019 | Prove Your Company&#039;s Value Through Storytelling | Accord Financial<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/accordfinancial.com\/fr\/dernier\/2019\/09\/prouvez-la-valeur-de-votre-entreprise-grace-a-la-narration\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"09\/17\/2019 | Prove Your Company&#039;s Value Through Storytelling | Accord Financial\" \/>\n<meta property=\"og:description\" content=\"Stories engage our lives. 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