Transformational Media, Transmedia, Arts Activism, Culture Shift
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Why Do Some Ideas Spread? Think Stories. The Latest From Stanford.

Why Do Some Ideas Spread? Think Stories. The Latest From Stanford. | Transformational Media, Transmedia, Arts Activism, Culture Shift | Scoop.it

Via Karen Dietz
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Karen Dietz's curator insight, April 2, 2013 9:34 AM

What a great article! It is really focused on 6 steps that create the conditions for your ideas to spread.


And guess what -- storytelling and/or story triggers play a key role. 


This post, written by Marina Krakovsky, talks about the new book by Jonah Berger called Contagious: Why Things Catch On.


Berger points out that Malcolm Gladwell in his book the Tipping Point is only half right; and that Chip Heath, author of Made To Stick really is only focusing on memorability. Both authors make incredibly valuable points and share valid insights.


But Berger focuses on what makes messages get passed along to others. His 6 elements are STEPPS: Social currency, Triggers, Emotion, Public, Practical value, and Stories.


I love the point he makes about stories and emotions. Just because your story contains emotions does not mean it will get passed on.  "We'll remember the story because it's sad," Berger explains, "but we’re not going to share it."


Will reading Berger's book and applying his STEPPS make you rich and famous? Maybe not. As he says, "But will applying them make it more likely that 10 people will hear about it rather than 9, or that your sales will increase by 20 or 40%? Certainly.”


There's a lot more to this article, so go read it.


Thank you Marina for writing such a great review. And I look forward to reading Berger's book.


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

Mike Ellsworth's curator insight, April 3, 2013 11:05 AM
Karen Dietz's insight:

What a great article! It is really focused on 6 steps that create the conditions for your ideas to spread.

 

And guess what -- storytelling and/or story triggersplay a key role. 

 

Berger points out that Malcolm Gladwell in his book theTipping Point is only half right; and that Chip Heath, author of Made To Stick really is only focusing on memorability. Both authors make incredibly valuable points and share valid insights.

 

But Berger focuses on what makes messages get passed along to others. His 6 elements are STEPPS: Social currency, Triggers, Emotion, Public, Practical value, and Stories.


ME insight:Another great find from Karen. If you're interested in viralocity, give this a read.
Karen Dietz's comment, April 21, 2013 1:47 PM
Thanks for the shout-out Mike!
Rescooped by cyneth from Just Story It! Biz Storytelling
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StoryCode: Immersive Storytelling | Case Studies

StoryCode: Immersive Storytelling | Case Studies | Transformational Media, Transmedia, Arts Activism, Culture Shift | Scoop.it

Storycode is a non-profit community hub for independent cross-platform storytellers and an incubator for their projects. We are proud to host a community of creators who share their projects in great detail. Our creators share both successes and missteps in their process with a candor that members find invaluable. StoryCode documents these process-driven presentations, serving as a repository of cross-media project case studies.

 

Oh, no -- what a missed opportunity! And full of irony, to boot!!

 

When I stumbled on this page by Storycode (an organization devoted to immersive storytelling) and their page of case studies I thought, "Oh goody! Cool stories about cool story projects!" 

 

Then I read the case studies and was so disappointed. I had to keep drinking my coffee to stay awake while plowing through the descriptions -- not stories! -- of these amazing interactive story projects. Hence the irony.

 

I was sooooooo disappointed! What's the take-away here?

 

Well first, go check out the videos of these really interesting/fun interactive storytelling projects. Think about ways you can use these ideas and tools in your biz storytelling. And hang out with their community.

 

Second, please please please don't get stuck thinking there's a model for case studies to follow that is as boring as these.

 

Third, write storied case studies that share experiences and engage the reader. Or don't use case studies at all and just tell the story about the project. There is nothing sacred about case studies.

 

Storycode is doing great work out there in the world. If you want to hang out with a community devoted to immersive interactive storytelling, then check them out.

 

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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