A Collection of Business Storytelling Stories

We share a collection of business storytelling articles that offer value. These are both recent and go back a few years but all support the effectiveness of telling the right tale right.

Why Storytelling Will Be the Biggest Business Skill of the Next 5 Years (HubSpot)
“Those who tell the stories rule the world.”

The Irresistible Power of Storytelling (Harvard Business Review)
A Strategic Business Tool.

Why Companies Need More Novelists (Fast Company)
Leaders, take note (and MFA grads, take heart): acclaimed novelist Mohsin Hamid on the most quote-Tim-OBrien-storytelling-is-the-essential-human-activity-the-135637important tool you’re not using enough.

Product Narrative: How to Use Fiction to Get Your Story Straight (Inc. Magazine)
David Riemer of the Haas School of Business explains why story telling is so powerful.

The Inside Story (Psychology Today)
Success in the information age demands that we harness the hidden power of stories. Here’s what you need to know to tell a killer tale.

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22 Bits of Narrative Wisdom

A few years back on Twitter, Pixar storyboard artist Emma Coats shared 22 bits of narrative wisdom. Emma’s job is to marry words and pictures to make a complete story. Here is the text but scroll further for visual takes on these “rules”.

#1: You admire a character for trying more than for their successes.

#2: You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be v. different.

#3: Trying for theme is important, but you won’t see what the story is actually about til you’re at 30-Buzz-Lightyearthe end of it. Now rewrite.

#4: Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.

#5: Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free.

#6: What is your character good at, comfortable with? Throw the polar opposite at them. Challenge them. How do they deal?

#7: Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.

#8: Finish your story, let go even if it’s not perfect. In an ideal world you have both, but move on. Do better next time.

#9: When you’re stuck, make a list of what WOULDN’T happen next. Lots of times the material to get you unstuck will show up.

#10: Pull apart the stories you like. What you like in them is a part of you; you’ve got to recognize it before you can use it.

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Marketing is a Human Activity

Marketing-Jeff-Swystun

This originally appeared in WPP’s Sparksheet.

As bots become more and more prevalent, as brands take an aggressive approach to social media, and as everyone drowns in data, it’s worth remembering that successful marketing has always been about one thing only: a personal connection.

Every marketer is bombarded with overwhelming and conflicting information. Most companies (and marketers) can barely digest the data they produce let alone turn it into actionable insights and strategy. Add the utopian promise of Big Data and we have a real issue because the most sophisticated systems will never spit out a marketing roadmap. More importantly, we must never forget that marketing is an intensely human activity.

There are ever-increasing raft of studies, rankings and surveys that pelt the marketing community every day. In branding alone there are now 294 studies tracked on the website, Ranking the Brands. Most of these are celebratory lists pitting brands against each other on one dimension or another. And the tech industry is an expert at producing reports that skew towards ‘technology-as-savior’ conclusions. Add on consumer and market research studies and marketers are now buried in elephant-size data dumps.

I am a part of a team researching marketing studies for a prospective book. Our intent is to discover commonality and difference in content. One thing that we found immediately was the need to clearly understand the wants and needs of consumers. Everything else is blinding white noise. Marketers know this but get distracted by shiny new toys and theories promising better performance.

The practice and profession of marketing has never changed. It has always been predicated on human behavior. It exists to understand consumer’s motives and give them justification for making a purchase. Everything else either supports or erodes this fact.

The relationship between brand and consumer was pretty much a fair relationship until the Mad Men, mass communication era. That marked a point when brands took the appearance of control through the ubiquity of advertising. This went on for a few decades then the balance of power shifted back towards consumers…but was then interrupted by the advent of social media.

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What Happened To Advertising? What Would Gossage Do?

A review of the book: What Happened To Advertising? What Would Gossage Do? by Massimo Moruzzi and Roberto Grassilli

While there are quite a few misdirects in this book, its frenetic pace and desperate tone are highly entertaining. That along with its short length has it come across as an impassioned speech for change. These short excerpts give you a sense:

– “Hype and B.S. are nothing new in the world of advertising, but things are getting out of hand.”

– we need “to end the delusional thinking and start doing creative work that actually sells products”

– “That’s when I learned that stuff that doesn’t work…that’s code-named ‘branding’.”

– “When and why did the absurd idea that you can create a brand just with ads – worse, with vague ad empty ‘branding campaigns’ – come to pass”

– “Mediocre agencies found it simpler to babble about values, positioning, branding, etc. than to do the hard creative work necessary to say something interesting enough about a product to help move it off the shelves.”

What-Happened-To-Advertising

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Social Media is a Thief of Joy

“Comparison is a thief of joy.” So said Teddy Roosevelt. The man was always good for a quick, incisive quote. In this case he could have been referring to social media. The purpose of Facebook, Pinterest, Instagram, Twitter, Tumblr and other platforms have become much different from what was originally promised.

When social media appeared it was expected to deliver two different things. The first was to create democratic vehicles for the sharing of original, entertaining and valuable content. Sharing is definitely going on but most agree that the content is largely vacuous and self-serving and the few good bits are spread to the point of saturation and irritation.

The second promise was that social media would prompt earnest and real dialogue. That it would be a true exchange. That too has fallen short. It has 020b9886340eb444724410b78423d66e05176b29428ff0bf7ff58c16a2b3d69c_largebecome a broadcast tool where simplistic buttons are now the avatars for real conversation. A happy or sad icon is not a discussion or an accurate reflection of what we really feel and think. We are ‘clicking’ our way out of the work of communications and relationships.

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