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21st Century Leadership
Leadership and Encouragement for the 21st Century
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The Science Behind Why Great Stories Spread

The Science Behind Why Great Stories Spread | 21st Century Leadership | Scoop.it
In the second of a two-part series Jonathan Gottschall discusses the unique power stories have to change minds and the key to their effectiveness.

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Linda Alexander's curator insight, October 21, 2013 5:13 PM

This is important data for teachers to understand in terms of embedded learning and understanding.  

John Michel's curator insight, October 22, 2013 2:36 AM

 When we enter into a story, we enter into an altered mental state--a state of high suggestibility.

Charlie Dare's curator insight, October 22, 2013 4:55 PM

Many songs in particular Country or blues ballards tell a story often of love lost like "Me and Bobby Magee "..."

And so the discussion continues. Jonathan Gottschall writes his second blog post in his series about why/how storytelling works so well for businesses (and in general).

 

He does a good job in laying that foundation.

 

I have two thoughts for readers as they check out this post:

 

1. Gottschalk talks about story structure. Of course you have to know story structures to craft a good story. But structure alone won't make you successful IMHO. There's a whole lot more going on in telling a compelling story and structure is only one piece. Ask any creative writer! There are many different formulas. Most biz folks in the US are completely unaware that different groups/cultures have different story structures than what we see broadcasted on the Internet. Which in a global marketplace has huge significance! I'm not anti-story structure -- I just want us to understand its role better.

 

2. Stories and manipulation. Yes we are being influenced by stories -- and have always been. Yes we are being manipulated all the time. Yes, at some level we know this. No, access to information via the Internet and social media does not innoculate against this. Which is one reason why consumers are getting much more savvy about purchasing from companies who are socially and environmentally conscious.

 

Gottschalk focuses mostly on ads in this post. Ads are only one type of business storytelling however. He asks questions at the end, "Is storytelling really locked into a master formula?" No. 

 

Another question he asks is, "Hasn't the digital revolution paved the way for a new kind of storytelling?" and "Is it time for story 2.0?" LOL -- both remain to be seen and I look forward to the next post!

 

This review was written by Karen Dietz for the Just Story It curation on business storytelling"

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The Future Of Storytelling: Immersion, Integration, Interactivity, Impact

The Future Of Storytelling: Immersion, Integration, Interactivity, Impact | 21st Century Leadership | Scoop.it

As technology becomes more advanced and more accessible across multiple platforms, it’s only natural for consumers to expect increasingly higher standards of creativity and engagement from content creators. Experimentation is all well and good, but what do audiences actually want? To answer this question, research group Latitude has interviewed 158 early adopters and compiled a report that forms the first phase of its The Future of Storytelling project.

 

This article popped up today and I really like the 4 "I's" that it says the best business stories bring to the table: immersion, integration, interactivity, and impact. All stories, if told really well, do this. They immerse the audience and teller in the experience of the story, facilitate integration of messages, are co-created experiences that often generate story sharing back-and forth (interactivity), and have an impact on both the teller and the audience.

 

These 4 "I's" I really like -- they help capture the intent and purpose of our business storytelling. If your stories are not hitting all 4 dimensions, go fix them!

 

The author Martin Bryant is framing his points here in the world of transmedia storytelling -- where stories are told across multiple technology formats. The results of the study shared here contain no surprises if one is familiar with the dynamics of storytelling however.

 

For example: people influencing the media or producers in the creation of stories. Well, that's been happen for a hundreds of years now. Yet I do agree that the rate and amount of access has increased with technology, all of which is a good thing.

 

So what's the take-away here? 


First -- focus on the 4 "I's" in any business storytelling you do in order to be successful. And expand your notions of what Interactivity, immersion, and integration can be. The info shared in the article might spark some ideas for you. If you are in business, are a blogger or content creator of any time, take these 4 "I's" to heart and do more of them.


Second -- stay tuned for the next part of this report that looks very promsing: "Latitude is currently working on phase two of its study, which it describes as “a large-scale international exploration focused on quantifying storytelling trends and opportunities, and understanding key audiences for multi-platform and transmedia experiences.”

 

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


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7 Attitudes That Make You More Relationship Centric

7 Attitudes That Make You More Relationship Centric | 21st Century Leadership | Scoop.it
Relationships are the new currency, especially now with social media giving us another world to mine and harvest great people, in addition to meeting people in person.

 

Here's some quick food for thought: are you and your business all about relationships -- or all about transactions?

 

Working with stories in business well is all about relationships. So are you on the right track and what attitudes go along with this?

 

This article is a quick read and a good barometer to know if you need to up your biz relationship game.

 

And I love this at the end of the article: "Remember, the WE in Your Social ME-dia works. . ."

 

Read the full article here: http://smallbiztrends.com/2012/06/7-attitudes-make-you-relationship-centric.html ;

 

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


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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.


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Karen Dietz's comment, May 16, 2012 2:49 PM
Thank you for re-scooping this article Jerry! Have a good week:)
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How Actions Become Stories - 5 Tips on Business Storytelling

How Actions Become Stories - 5 Tips on Business Storytelling | 21st Century Leadership | Scoop.it

Business storytelling is more than a ‘Unique Value Proposition’ told on an elevator. It goes beyond giving an entertaining PowerPoint presentation. Your business story is made up of every action you take. The better you know your story, the easier it is to actively embody it.

 

I like this very quick read by colleague David Vanadia about business storytelling because of several key reminders: 

You are ALWAYS telling a story as you go about your business. Your business 'story' is greater than your 'About Page' or a slick PPT. Focus on emotion -- people remember how you make them feel, not think.

 

It's easy to get tunnel-focused on a particular story or one particular story application (marketing) in business. Step back and keep your eye on the bigger story picture as David so eloquently says in this post.


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How to Create a Life-Changing Presentation

How to Create a Life-Changing Presentation | 21st Century Leadership | Scoop.it
Life-changing presentations share a set of common attributes. In this guest post, John Richardson elaborates on his SPARK method.

 

What a nice recap of the elements that create a compelling presentation -- you know, those presentations that are meaningful to you in some, keep you inspired, and spark action on your part.

 

 


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Rowan Norrie's comment, March 16, 2012 1:02 AM
so true Karen! The most memorable presentation I ever heard was about Harley Davidson. The stage was empty and suddently the space was filled with the roar of a Harley. The speaker then drove onto the stage. Talk about kinesthetic! He told the heartwarming Harley story with ups and downs. When he showed the video of thousands of bikes driving through a town on one of their rallies, there was a lump in my throat.

That presentation must have been about 15 years ago, and I still remember it.

Have a good weekend!
Karen Dietz's comment, March 16, 2012 9:08 AM
What an amazing experience Rowan! Wish I had been there with you to see it myself. Sounds awesome! I've got some talks coming up and my creative juices are flowing :)
Karen Dietz's comment, March 17, 2012 6:19 AM
Thank you Gisele for re-scooping this article! Have a wonderful day :)
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Storytelling--The #1 Business Skill Of The Next 5 Years

Storytelling--The #1 Business Skill Of The Next 5 Years | 21st Century Leadership | Scoop.it
Last year, a pale woman with crazy eyebrows and a keytar strapped to her back made a video of herself, wearing a kimono and holding up hand-Sharpied signs on a street in Melbourne. One by one, the

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Karen Dietz's comment, August 27, 2013 9:48 AM
Thank you David, Penelope, and Ron for your comments and insights!
Penelope's comment, August 27, 2013 7:37 PM
You're welcome, Karen. Thanks for sharing this great article. Loved it!
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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 ;


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The Five Biggest Mistakes CEOs Make in Speaking (no stories)

The Five Biggest Mistakes CEOs Make in Speaking (no stories) | 21st Century Leadership | Scoop.it
Most CEOs are not inspiring. After years of working with leaders in business, it's hard to come to any other conclusion.

 

The 5 mistakes listed here are right on -- I experience them all the time when working with my coaching clients.

 

Number 4 is -- CEOs don't tell stories. That's for sure.

Number 5 is -- CEO's reading speeches instead of talking authentically with their audiences.

Number 3 is -- they are too stiff (that comes from not telling stories or not knowing how to tell stories)

Number 2 is -- they don't write their own material. No one can write your personal stories for you, BTW.

Number 1 is -- CEOs are not conveying a vision. Hey, we want to be inspired!

 

Well, for sure many business people of all types suffer from the same mistakes. So what to do? Find the stories you are passionate about telling, learn to tell them well and authentically, leave the notes at home, and please -- don't practice in front of a mirror! That's the kiss of death.

 

There are many more insights here in this article about how these mistakes show up for people, so go grab them.

 

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


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Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | 21st Century Leadership | Scoop.it
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.

 

I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.

 

There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending.  Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.

 

Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."

 

There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.


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The Power of Story -- short video

Stories are powerful. We put together this little demonstration to inspire our people make more emotional connections.

 

I love his short video about why stories work so well to make information meaningful and memorable!

 

I share it with you today for 2 reasons:

It looks like it would be a very simple video technique you could use for sharing your own business stories. If you need to demonstrate the power of storytelling in your work, share this video!

 

Hope this video gets your week off to a roaring start.


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Karen Dietz's comment, April 14, 2012 12:26 PM
Thanks for re-scooping this JD! Have a wonderful weekend :)
Karen Dietz's comment, April 22, 2012 5:57 PM
Thank you for re-scooping this Elena!
Karen Dietz's comment, April 23, 2012 2:35 PM
Thank you for re-scooping this Heiko!