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21st Century Leadership
Leadership and Encouragement for the 21st Century
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Rescooped by Roy Sheneman, PhD from Just Story It! Biz Storytelling

How To Move Your Brand From Good Enough To Remarkable

How To Move Your Brand From Good Enough To Remarkable | 21st Century Leadership | Scoop.it
You've got great people on your team and you have a strong vision for the future. So does everybody else. What you need to work on is getting remarkable.


Yep, I couldn't agree more. So how do you get started? Well, first by digging into stories. That's advice tip number one from the author.


Next, get this story work out of the exclusive domain of marketing. Now this point I really like because it is rarely acknowledge. But true it is.


And finally, if your stories are lacking, or broken, or problematic in any way -- fix them! That happens in part through working with trained story workers. So look around you for help.


As the author says, "...then you have to jump in and get to work on being remarkable. It might be the difference between surviving or thriving in 2012 and beyond."


I am looking forward to hearing about more remarkable organizations.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Via Karen Dietz
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Rescooped by Roy Sheneman, PhD from Just Story It! Biz Storytelling

Compete on Know-Why, Not Know-How

Compete on Know-Why, Not Know-How | 21st Century Leadership | Scoop.it
Do you know why you make the products or offer the services you do? Too often I find that companies don't have a clear enough sense of why they do what they do.


Oh, this is so true! Let me explain first why I like this article. Then I'll explain how it fits into business storytelling.


I like this article because once again, we are being reminded that people buy the WHY not the 'what.'


The author does an excellent job in explaining how understanding the 'why' is extremely important in innovation -- and every business no matter how small or big, needs to be constantly scanning for the next incremental or major innovation to bring to its customers and the marketplace.


The best idea in this article comes from the notion of 'core insights' that are complementary (and essential) to 'core competence'.


Now here's the link to biz storytelling. Once you understand about 'core insights' by reading this article, your next question will be -- "So how do I get those core insights?!"


Voila -- through listening to your customer's stories in story gathering sessions. And through listening to your staff's stories that they share about the products/services you offer and their stories about customers.


This article doesn't make that link, but I hope that the concept of 'core insights' coupled with the technique of story listening/gathering will bring you plenty of material to keep you competitive! 

Via Karen Dietz
Karen Dietz's comment, April 15, 2012 8:42 PM
Many thanks for re-scooping this!
Rescooped by Roy Sheneman, PhD from Just Story It! Biz Storytelling

How to Engage Your Customers and Employees [a road map for stories]

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Instead, potential customers interact with each other, bypassing sanitized corporate messages devoid of meaning or value.


'Engagement' is dominating the business conversation these days because it is where the world is moving to. Everybody wants customer and employee engagement. Nice concept -- but how do you do it???


When I found this article, I said "Finally, here is how to think about this whole 'engagement' thing, and how to craft some next steps!"  The author clearly spells out what is involved in customer engagement.


The author Ray Wang shares 9 key components of successful engagement: 3 are people-centric values (the why & your starting point), 3 are delivery & communication styles (the how), and 3 are the right-time drivers (the when).


This is no easy task, and there's lots for you to figure out here as you grapple with these 9 components. I've already started making lists and jotting down ideas as I think about the culture of my small company, the community I serve and the steps I take to be credible (the 3 parts to the 3 people-centric values components).


Where do STORIES come into play? In how you connect with your communities (which stories to tell), the content you share, they are your catalysts, and your currencies -- which are all part of the 9 key components. Storytelling is woven through them all.


When you combine this article with the video from Amy O'Leary on "Beyond the Like Button: Digitally Addictive Storytelling & the Brain," http://www.youtube.com/watch?v=thVbdqY-cCg&feature=player_embedded you will move light years ahead in engaging customers and employees via stories and story sharing.


These 2 pieces are some of the best material I've curated lately -- and definitely keepers in my book.

Via Karen Dietz
Karen Dietz's comment, May 16, 2012 5:49 PM
Thank you for re-scooping this article Jerry! Have a good week:)