“Die Hard” is a Christmas movie

The lobby of the PR firm I worked for in Los Angeles in the 1990s was vast. The elevator opened into an endzone-sized, marble tiled space with a single receptionist ensconced behind a chrome and glass desk that could seat six comfortably. There were minimalist touches -- few white leather couches and abstract art. It communicated “we are so powerful that we can dedicate pricy square footage to simply make a statement.”
 
The environment where you meet your client, the setting where transactions are done, the space where your offering is delivered is a critical element. It communicates your intent.
 
It is also true of the story you are telling. The story you are telling the people that you want to serve. The backdrop against which your story unfolds sets a tone. It creates a mood.
 
Think of the 1988 film “Die Hard.” Our hero’s goal is to reconcile with his wife on Christmas eve. That intentional choice of setting the story during the holiday season raises the stakes. John McClane shows up at his wife’s office Christmas party just as terrorists take her and others hostage. Everything plays out against this backdrop. And so in my mind I associate it as a Christmas movie. And I’m not alone.
 
The upshot is that you can dictate how your target audience receives your message by choosing the right setting. Be intentional about it.