Storytelling and Storydoing: Regenerating True Connection and Lasting Engagement

WASHINGTON, DC // OAKLAND, CA
www.freerange.com
The next great story is yours ®
GETTING TO YOUR STORY
CREATING EMOTIONAL CONNECTIONS AT EVERY TOUCH POINT
JONAH SACHS CEO, Free Range Studios

JUST ADD STORY: CREATING EMOTIONAL CONNECTIONS AT EVERY TOUCH POINT //JONAHSACHS
@JonahSachs freerange.com 4
THE ORAL
TRADITION

 Survival of the fittest
 Transmission is a web
 Everyone owns ideas
 Ideas spread through many
touch points
THE ORAL
TRADITION

THE ORAL
TRADITION
THE
BROADCAST
ERA

 Survival of the richest
 Transmission is one to many
 Ideas are proprietary
 Marketers rely on few,
controlled touch points
THE
BROADCAST
ERA

@JonahSachs freerange.com
THE ORAL
TRADITION
THE
BROADCAST
ERA
8
?

 Survival of the fittest
 Transmission is a web
 Everyone owns ideas
 Ideas spread through countless
touch points
9
THE
DIGITORAL
ERA

What will survive the landscape of
our new oral traditions?
10

STORIES.
11

CUSTOMER
EXPERIENCE
HUMAN
INTERACTION
TWEETS
FACEBOOK
POSTS
MOBILE
EMAIL

What story have you been telling?
14

MASLOW’S HIERARCHY OF NEEDS
16
Self
Esteem
Belonging
Safety
Physiological
Truth, Self-Expression,
Perfection, Justice,
Simplicity, Wholeness,
Playfulness, Beauty
BEING NEEDS
DEFICIENCY NEEDS

What values does your brand
embody?
17

The Hero

BROADCAST MARKETING
 Brand is the hero
 “Look how great we are.”
 Audience as “consumer”

STORY ENGAGEMENT
 Audience as hero
 “How great you can be.”

If your audience is the hero of
your story, how can you speak to
her values?
29

The Hero
The Mentor

BROADCAST MARKETING
Relies on inadequacy
marketing, focusing on base
human values:
• Fear
• Greed
• Safety
• Need for status

STORY ENGAGEMENT
Focuses on empowerment and higher
human values:
• Truth
• Altruism
• Self-acceptance
• Community

“CLEAN WATER AFFECTS EVERY ASPECT OF LIFE.”
33
CHARITY:WATER

“EVERYTHING YOU NEED IS ALREADY INSIDE.”
34
NIKE

“LIFE IS MOST ENJOYABLE WHEN YOU
DO THE LEAST HARM.”
35
PATAGONIA

What truth do you stand for?
36

Download your Storytelling Toolkit at
dreamforce2013.freerange.com
Come to the Meet Up
When:
Where:

© 2014 co:collective llc
Sustainable
Brands
Conference
Storydoing.com | @tmontague | cocollective.com

40
Storytelling
McDonalds
United Airlines
Clorox
Reebok
Lenovo
Chevrolet
Storydoing
Chipotle
JetBlue
Method
Toms Shoes
Apple
Tesla

Storytelling
Sears JC Penney Dillard’s Saks
Macy’s
Time Warner News Corporation Viacom Comcast CBS
Dunkin Brand Groups Wendy’s Company Burger King Panera Cosi
JP Morgan & Chase Mastercard Discover Fidelity Visa
Panasonic Samsung Toshiba Sony Dell
American Airlines United Continental US Airways Skywest Delta
Hewlett-Packard Cisco Oracle SAP CSC
Storydoing
Target
Walt Disney
Starbucks
American Express
Apple
Jet Blue
IBM

Storydoers spend far less money on paid media
Media spent as % of annual revenue
* Does not include Cisco, HP, Sony, Dillard’s
Storydoing
Storytelling
Storydoing companies spend about one third the amount on
paid media that storytellers do as a percent of revenue
Source: Company annual reports, Magnum media spend data Co:collective analysis
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
2007 2008 2009 2010 2011
1.4%
3.9%
1.1%
3.4%
1.0%
2.8%
1.2%
2.9%
1.0%
2.7%

Number of social media
mentions 2008-2011 (millions)
Social media sentiment, 2008-2012
Storydoing companies are mentioned much
more in social media conversations
And the rate at which they are mentioned
is outpacing that of Storytelling
companies
0
10
20
30
40
50
2008 2009 2010 2011
0.3
2.8
0.8
9.9
1.9
27.6
2.2
44.0
Source: Radian6, Co:collective analysis
Storydoing
Storytelling
70%2%
29%
Positi
ve
Nega
tive
Mixe
d
60%
2%
38%
Posit
Mix
ed
Negati
ve
More social awareness

Operating income growth rate
(2007-2011)
Storydoing companies outperform storytelling
companies in topline sales…
Revenue growth rate
(2007-2011)
* Due to negative operating income in 2007 or 2011, we had to calculate 3-yr CAGR for Sears, JCPenney, Dillard’s, Visa, and American Airlines
And in finding better ways to reduce costs
and optimize assets
0%
2%
4%
6%
8%
10%
12%
Storytelling Storydoing
Source: companyannual reports, co:collective analysis
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
v v
Better financial performance

Stock price CAGR
(2007-2011)
Storydoing stock price growth demonstrates the
value created through their actions
Source: Google Finance, Co:collective analysis
-6%
-4%
-2%
0%
2%
4%
6%
8%
Storydoing
Storytelling
v
Higher valuations

What if?
57

co:
58

The six questions we ask every client
Story Doing
01
Do you have
a story?
02
Does the
story define
an ambition
beyond
commercial
aspiration?
03
Does the
story define
a clear
enemy?
04
Is the story
being used
to drive
action
throughout
the
company?
05
Have you
defined a
few iconic,
transformativ
e actions to
focus on?
06
Are people
outside the
company
engaging
with and
participatin
g in the
story?
60

We use four
lenses to define
your Quest:
your driving
ambition and
contribution to
the world
61
MetastoryQuest
Protagonist
Our story and needs today
Unique capabilities
Unique attributes
Unique culture
Stage
The world we are doing
business in
Cultural context
Technology context
Competitive context
Business context
Customers
Associates
Partners
Who we are for
Participants
Behavior
Emotion
Industry
Belief
Our enemy
Antagonist
Story

Then we
collaboratively
ideate and design
the key actions to
realize your Quest
across all areas of
the business: hard
and soft, internal
and external
Quest
Offer
Products, services,
software and apps,
physical environments
Identity
Corporate identity,
communications,
PR and social
Teams, tools, technology,
org structure, process
Capabilities
Beliefs, behaviors
and rewards
Culture
Internal
External
Hard Soft
Doing

© 2014 co:collective llc 63
Offer Identity
Capabilities Culture
Bring inspiration
and innovation
to every athlete
in the world

Offer Identity
Deliver
happiness

Offer Identity
Un-compromise
the way the
world eats

Offer Identity
Internal
External
Hard Soft
66
Make
the world
a more
sustainable
place

Now,
let’s do
some
Doing
67

Thanks!
Storydoing.com | @tmontague | cocollective.com

Appendix

70
Iconic Actions
Actions that flow from a brand’s story that help to (re)define it to the
world. They must inspire word of mouth, social and press coverage,
and help to make the brand famous. They can turbocharge or even
replace paid media by generating their own. They can turn an
audience into advocates.
They take many forms…

Iconic actions
71
Business Models
Experiences Culture
Events

What we make
72
Story Doing
The core narrative that defines what
the business will become :
Your Quest: the driving ambition of the business that
will inspire your employees and customers to join you.
Your Participants: people you want to inspire to join
your quest. This includes employees, partners and
customers
Your Metastory Outline: a brief narrative
describing the business 3–5 years from now.
Tools that inspire the organization to put it
to work
Iconic Actions: the big, famous actions that will make your
Quest real to your participants: new products, experiences,
communities and behaviors
Action Principles: the key rules of behavior to continue to
execute against your Quest regularly and with precision in the
future.
Metastory Map: a film that brings the Metastory and planned
Iconic Actions to life in concrete terms to align and inspire the
organization.

Our process
Story Doing
73
Broad
perspectives
inform the
process
Collaborative
work focuses
the thinking
into a clear
narrative
Buy-in by key
stakeholders in
final
collaboratory
Metastory Map
Video created
Iconic
Actions make
the Metastory
real for users
and
influencers
externally
Metastory
Map guides
collaborative
work across
teams
internally
Quest
validated
Sketching of
Metastory
and Iconic
actions
begins

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