The Value of Stories for Business
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Opening keynote for Gilbane Boston, Nov. 30, 2011
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The Value of Stories for Business
- 1. The Value of Stories for Business http://www.flickr.com/photos/pandora_6666/4927859168/ Georgy Cohen @radiofreegeorgy @crosstowncomm #gilbaneboston
- 4. Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination. www.storynet.org/resources/whatisstorytelling.html “ National Storytelling Network
- 5. http://www.flickr.com/photos/jasonpratt/4807746068/ Storytelling is an act of community, sharing values and knowledge
- 6. http://www.flickr.com/photos/turneround/5398112759/ Stories draw strength from the number of people who share them.
- 8. For anyone who communicates as a profession, stories are the ultimate hack. “ Erin Kissane, The Elements of Content Strategy
- 9. http://www.flickr.com/photos/turneround/5398112759/ We see in stories.
- 10. http://www.flickr.com/photos/turneround/5398112759/ We see ourselves in stories.
- 12. [Story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace. “ Daniel Pink, A Whole New Mind
- 13. In a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why . http://uxmag.com/strategy/why-we-need-storytellers-at-the-heart-of-product-development “ “ Why We Need Storytellers at the Heart of Product Development”
- 16. A story arc is an extended or continuing storyline in episodic storytelling media … The purpose of a story arc is to move a character or a situation from one state to another; in other words, to effect change. http://en.wikipedia.org/wiki/Story_arc story arc (n.) “
- 17. One type of story arc: The hero’s journey
- 19. Us Customer
- 20. Thank you. @radiofreegeorgy takethecrosstown.com
Editor's Notes
- want to dispel your ideas about what a story is. this isn’t kid’s stuff.
- powerful tools - potent content - what do they mean? how does it work? why should we care? some of the characteristics of story. [read some] these are potent.
- it’s the fundamental unit of human communication
- virality - make shareable and shareworthy a rumor.. a legend.. a compelling or funny news story
- fables like tale of lot - versions of that story are found in multiple cultures
- Narrative is a bridge between you and your customers or you and your employees. Your tools and resources will be wasted if not in the service of compelling narrative.
- stories are a prism for understanding the world around us. we process info in story format.
- stories activate empathic part of brain. people insert themelves into the narrative. stories gain power and value through this relevance.
- it comes down to emotion - Emotions are powerful because emotions can influence - we approach every situation from an emotional context
- Stories tell us *why* - help people make decisions The root cause of these symptoms is the fact that execution focuses on the how and what of a product. But in a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why . A product should provide an experience or service that adds value to someone's life through fulfilling a need or satisfying a desire. The ultimate question then becomes: who identifies that value? - The first goal of a product storyteller is to facilitate collaboration and co-creation - Not only do product storytellers identify the intended product value, they also share and evangelize this story throughout their organizations. - Daniel Pink: "like design, [story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace."
- stories are how people discover and navigate a brand. - ultimately, you’re only as good as the stories about you - you have to believe your own story, hold it true, infuse the org
- the path for doing so is a story arc. - A story arc is an extended or continuing storyline in episodic storytelling media … The purpose of a story arc is to move a character or a situation from one state to another; in other words, to effect change.
- Ordinary World, Call to Adventure, Refusal, Meeting with the Mentor, Crossing the Threshold, -Tests, Allies, Enemies- Approach to Inmost Cave, Ordeal, Reward, The Road Back, Resurrection, Return with Elixir
- speaking of a hero’s journey, we have to decide, who’s the hero?
- user or customer as hero help them win and complete their journey with remrarkable, compelling content that matters and inspires create a tale that will be spread
- user or customer as hero help them win - help them complete their journey with exceptional, compelling content that matters and inspires create a tale that will be spread