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Glenlivet Gets Up Close and Personal With Their "Single Stories" Banding Campaign

Glenlivet Gets Up Close and Personal With Their "Single Stories" Banding Campaign | Better Business Influence | Scoop.it
Looking to mine authentic moments, the single malt brand shares personal stories from leading men, including Bryan Cranston, Ed Burns, and Andy Spade.

Via Karen Dietz
Gavin Meikle's insight:

Stories are the key to successful influence.  sharing a short story that embodies the message or principle you wish you communicate, it THE most powerful way to spread your influence.   We remember stories much more that dry facts or powerpoint slides.   Glenlivet clearly understand  and are harnessing the power of stories - Do you?

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Karen Dietz's curator insight, February 23, 11:01 AM

Now here is a powerful use of stories in business. In this case, this post talks about how Glenlivet is using personal stories in their branding efforts.


Glenlivet is premium single malt whiskey. In this campaign the company has successful men sharing stories about a poignant moment that was instrumental in their success.


As Troy Gorczyca Senior Brand Manager, Pernod Ricard, says, the goal of the series was to “showcase their triumphs, admit their failures, and highlight the moments that make us human.”


At first I thought "Oh, this is about CEOs bragging about some achievement they accomplished." But no -- these guys share about their parents, a mentor, or how a single phone call changed a life. Yeah! Disaster averted.


Now I have only one quibble -- how come these stories are only from guys???!!! Where are successful women's stories? It's not like we don't like or drink Glenlivet -- because we do! And we share stories over drinks just like guys do -- in fact, probably more.


Here's what's mystifying to me: the co-lead on this project is a woman. And the author of this article is a woman. Yet neither pointed out this discrepancy.


OK, rant over. The article talks a bit about how challenges in gathering the stories. And other insights are shared here. So go read it -- other than the gender issue, it's a good piece.


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

Karen Dietz's comment, February 24, 1:13 PM
Excellent points Gavin!

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Psychology of Influence

Psychology of Influence | Better Business Influence | Scoop.it
The experienced design team at Get Noticed Get Found, a legal marketing agency, discusses Psychology of Influence and the role of web design in interaction. (Ever wonder how design affects online decision-making?

Via Ron Sela
Gavin Meikle's insight:

Personally I am not a huge fan of infographics but I know many people are.  This one intrigued me because  I was aware of some of the ideas it covered but not of others.  It's basically a summary of the book "Webs of Influence, The Psychology of Online Persuasion" by Nathalie Nahai.   I'll definitely be adding it to my Amazon Wish list

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Ron Sela's curator insight, December 22, 2013 8:11 AM

Psychology of Influence

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You Are No Longer Allowed To Present

You Are No Longer Allowed To Present | Better Business Influence | Scoop.it

Here are some reasons why your presentations are BAD!   We know that so many of you use programs like PowerPoint or Prezi because they have been around for a while, and it is what you know, but change is not always a bad thing, especially if that change can lead to presentations beyond your wildest imagination. 


Via Baiba Svenca
Gavin Meikle's insight:

A (mostly) great post with some sound advice for better presentations.  Here's my take on it .....
 

Design

At the risk of upsetting all those wonderful Graphic Designers out there, I would recommend going easy on the fancy designs.   They are not essential.  What is essential  is a clear simple strategy with one idea per slide, minimal text, no bullet points (yes I mean it!) and clear simple pictures, graphs and diagrams to illustrate your verbal messages.
 

Content
Developing compelling content is important but try to avoid using a script when you deliver.    reading scripts leads to flat, lifeless delivery and makes it much harder to respond, "on the fly2 to your audience.  Instead use  a few cue cards with key points only or a simple mind map.  Either will keep you on track without restricting your ability to improvise in response to audience reaction.

 

Story Telling
To true. Stories are much more engaging that lists of facts or endless graphs.  Stories also create emotional engagement which is needed if you want the audience to be motivated to do something after the presentation. 

 

Humour
Yes it is powerful but it is risky too.   Telling jokes rarely works and can lead to all sorts of problems (poor timing, inappropriate content etc.)  Instead use gentle self deprecating humour.  Be willing to poke a little fun at yourself and the audience will warm to you. 

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Wilko Dijkhuis's curator insight, March 10, 3:44 AM

things to think about (but also think about the content you are communicating)

Dr. Pamela Rutledge's curator insight, March 10, 10:43 AM

My take on good presentations:  1) Story 2) Content: Restrain your left brain 3) Design: the experience 4) Humor (optional).  Presenting starts with story and uses the visual design to reinforce and add new dimensions to your message. Design the experience, not the slides. Humor works if it's actually funny--not contrived. I've seen a lot that doesn't. Humor is optional.  If it comes naturally, great.  Focusing on story and image is mandatory.  Use serious restraint with putting words on your slides.  Words are processed by the rational, 'left-brain' which takes your audience out of any emotional experience and into thinking and linear processing.  Take them on a journey, don't give them a lecture.  If you feel compelled to give your audience words, give them a handout when you're done. 

rwestby's curator insight, March 10, 11:36 AM

PowToon, a Chrome Web App (in Beta) is a great presentation tool that can animate and jazz up even the most gray of presentations. Upgrades are available for those who like  a bit extra.

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Persuasion and Influence: Either lose the enamel or use pronamel.

The role of fear in persuasion. Psychology & Marketing, 21, 909-926. Maddux, J. E., & Rogers, R. W. (1983). Protection motivation and self-efficacy: A revised theory of fear appeals and attitude change.
Gavin Meikle's insight:

Influence is a fascinating subject and not surprisingly is used heavily in advertising.   Can we learn anything from the advertisers?   Yes we can!   In this short article dissects how a toothpaste manufacturer uses fear of loss, authority and repetition as powerful influencing tools.

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Glenlivet Gets Up Close and Personal With Their "Single Stories" Banding Campaign

Glenlivet Gets Up Close and Personal With Their "Single Stories" Banding Campaign | Better Business Influence | Scoop.it
Looking to mine authentic moments, the single malt brand shares personal stories from leading men, including Bryan Cranston, Ed Burns, and Andy Spade.

Via Karen Dietz
Gavin Meikle's insight:

Stories are the key to successful influence.  sharing a short story that embodies the message or principle you wish you communicate, it THE most powerful way to spread your influence.   We remember stories much more that dry facts or powerpoint slides.   Glenlivet clearly understand  and are harnessing the power of stories - Do you?

more...
Karen Dietz's curator insight, February 23, 11:01 AM

Now here is a powerful use of stories in business. In this case, this post talks about how Glenlivet is using personal stories in their branding efforts.


Glenlivet is premium single malt whiskey. In this campaign the company has successful men sharing stories about a poignant moment that was instrumental in their success.


As Troy Gorczyca Senior Brand Manager, Pernod Ricard, says, the goal of the series was to “showcase their triumphs, admit their failures, and highlight the moments that make us human.”


At first I thought "Oh, this is about CEOs bragging about some achievement they accomplished." But no -- these guys share about their parents, a mentor, or how a single phone call changed a life. Yeah! Disaster averted.


Now I have only one quibble -- how come these stories are only from guys???!!! Where are successful women's stories? It's not like we don't like or drink Glenlivet -- because we do! And we share stories over drinks just like guys do -- in fact, probably more.


Here's what's mystifying to me: the co-lead on this project is a woman. And the author of this article is a woman. Yet neither pointed out this discrepancy.


OK, rant over. The article talks a bit about how challenges in gathering the stories. And other insights are shared here. So go read it -- other than the gender issue, it's a good piece.


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

Karen Dietz's comment, February 24, 1:13 PM
Excellent points Gavin!
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Leading Beyond the Status Quo – Do You Deliver and Receive Feedback as a Gift? | WebTalkRadio.net

Leading Beyond the Status Quo – Do You Deliver and Receive Feedback as a Gift? | WebTalkRadio.net | Better Business Influence | Scoop.it

Leading Beyond the Status Quo

 


Via AlGonzalezinfo
Gavin Meikle's insight:

A thought provoking piece on the  value of encouraging a two way feedback culture

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John Michel's curator insight, November 6, 2013 2:53 AM

Outstanding perspective from an outstanding leader. 

Pavel Barta's comment, November 6, 2013 4:48 AM
Yes, 100% agree, but if I may comment. Perhaps even bigger issue we observe within the world of performance management is that those who are not leaders and perhaps are poor performers - do not want to hear any feedback, disbelieving the bad news or simple viewing it as irrelevant. The empirical research shows that good performers (leaders) seek feedback naturally and desire to learn from the same. The issue is that those who need the feedback the most simply don't care. Another need for leadership ...
AlGonzalezinfo's comment, November 6, 2013 8:53 AM
Thanks Pavel, I totally agree and have experienced this. I think David Hain provides some very good guidelines that supervisors can use under these circumstances in the podcast. These are being tough on the behavior, not on the person, and providing actionable feedback. If the supervisor does this and the individual does not want to hear it, its time for an action plan and further escalation.
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Visual Storytelling for Marketers |

Visual Storytelling for Marketers | | Better Business Influence | Scoop.it
Humans have been telling stories with pictures since the days of cave paintings, so we should be pretty good at it by now.

 

All right, want to increase your business? Then translate your business stories into videos.

 

I know I know, who's got the time and which is the best tool to use? Most of the stories I share with my clients happens in the board room. When I think of taking some of my business stories and creating a video or two to share on my website, I get just completely overwhelmed.

 

But this infographic drives home the necessity of creating these videos so that your stories can do your marketing for you. For example, for those of you who have products 85% of customers are likely to purchase a product after watching a video on your website about it. Wow!

 

For service businesses, 65% of the C-suite or top senior executives of the company will continue to research you after viewing one of your videos. Wow again!

 

There are quite a number of articles in this curated collection about tools and strategies for creating effective digital stories. So dig in, learn lots, and work creating these videos into your schedule. And I'll work hard on trying to take my own advice!

 

In the meantime, check out the rest of the infographic and see what other gems you can find.

 

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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PresentationTube - record and share effective video presentations

PresentationTube - record and share effective video presentations | Better Business Influence | Scoop.it
PresentationTube provides desktop presentation recorder and video sharing network to help instructors, students, virtual presenters, and business professionals record, upload and share quality, accessible, and interactive video presentations.

Via Baiba Svenca
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How to Use Storytelling as a Leadership Tool - Forbes

How to Use Storytelling as a Leadership Tool - Forbes | Better Business Influence | Scoop.it

Via Karen Dietz
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Influence: The Psychology of Persuasion | Founderbooks

Influence: The Psychology of Persuasion | Founderbooks | Better Business Influence | Scoop.it
Home · Business History · Creativity · Entrepreneurship · Finance · Human Resources · Law · Lifestyle · Management · Manufacturing · Marketing · Productivity · Strategy · Home » Strategy » Influence: The Psychology of Persuasion ...
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Sell Anything with a Credibility Story | Doug's Blog

Sell Anything with a Credibility Story | Doug's Blog | Better Business Influence | Scoop.it
Features and benefits and facts and data don't always work. When they don't, sell your product or service with a Credibility Story.

 

There seem to be a lot of articles and videos out there lately connecting storytelling to sales. This one from colleague Doug Stevens I really like because it gives a specific kind of business story we all need to tell if we hope to sell our products/services.. And Doug includes a scenario for how/when/why to use it.

 

Once you read this article, you will be even better prepared to sell your products or services. And get WOW results like the story shared here.

 

Enjoy!

 

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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Five Ways Blogging Gives You More Confidence as a Business Owner - Business 2 Community (blog)

Five Ways Blogging Gives You More Confidence as a Business Owner - Business 2 Community (blog) | Better Business Influence | Scoop.it
Five Ways Blogging Gives You More Confidence as a Business OwnerBusiness 2 Community (blog)We chatted briefly about the enthusiastic response to her offer, and how it really seems to have struck a nerve with so many business owners.

Via Graham Jones
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Blogging for Business: Insights from Lee Odden - CanadaOne

Blogging for Business: Insights from Lee Odden - CanadaOne | Better Business Influence | Scoop.it
Blogging for Business: Insights from Lee OddenCanadaOneShould businesses use blogging to help them build their online business, and if so, how?

Via Graham Jones
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Color Combinations in Slide Design

Color Combinations in Slide Design | Better Business Influence | Scoop.it

The color combinations you place on slides significantly affect their visual impact and appeal. Keep in mind the following characteristics: Reds, oranges, and yellows are referred to as warm colors. They tend to...


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Principles Of Persuasion: Bill McGowan's 7 Secrets For Saying The Right Words ... - Forbes

Principles Of Persuasion: Bill McGowan's 7 Secrets For Saying The Right Words ... - Forbes | Better Business Influence | Scoop.it
Forbes
Principles Of Persuasion: Bill McGowan's 7 Secrets For Saying The Right Words ...
Forbes
But I was especially impressed with McGowan's seven rules of persuasion, which for an entrepreneur, in particular, apply to us all.
Gavin Meikle's insight:

Can business owners really learn anything useful from a media Guru?   of course the answer is yes.  We can all learn from anybody if we have the right attitude and a desire to learn.   This post reviews an intriguing book about effective business communication and is well worth a read.  On first reading it was Principle 2 - The Scorsese effect, that grabbed my attention. How about you?

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Does Color Affect Buying? - Business 2 Community

Does Color Affect Buying? - Business 2 Community | Better Business Influence | Scoop.it
Does Color Affect Buying?
Business 2 Community
Psychologists and physiologists believe this to be true and are investigating exactly what each color can do to our bodies. In a retail, selling is the art of persuasion.
Gavin Meikle's insight:

I normally collect articles about linguistic influence but this one about colour and branding caught my eye.  What do you think?

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Master of Influence Robert Cialdini Recommends Five Books

Master of Influence Robert Cialdini Recommends Five Books | Better Business Influence | Scoop.it
Psychologist Robert Cialdini wrote two of the the most important books on influence. Now he recommends five books for you to continue learning.
Gavin Meikle's insight:

Looking for a book that will help you become more influential?   Then check out this great selection shared by the master of influence himself prof Robert Cialdini.    

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Is this the best presentation skills book you'll read this year?

Is this the best presentation skills book you'll read this year? | Better Business Influence | Scoop.it
Looking for the best presentation skills book on how to improve your speaking skills? Then The Presenter's Edge is a must read - available now on Kindle
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Observational Epidemiology: More on Andrew Gelman's tobacco post

Andrew Gelman's recent post on distinguished researchers who did less than distinguished work for the tobacco industry reminded me that I've been meaning to do some posts on Robert B. Cialdini's Influence (either the ...
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SlideKlowd - create real-time interaction with students

SlideKlowd - create real-time interaction with students | Better Business Influence | Scoop.it
SlideKlowd uses Cloud-based technology to send your presentation to an audience member’s mobile device; allowing them to respond, interact & participate.

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10 Easy Steps to Turn a Social Media Status Update Into a Nurtured Sales Lead - CommPRO.biz

10 Easy Steps to Turn a Social Media Status Update Into a Nurtured Sales Lead - CommPRO.biz | Better Business Influence | Scoop.it
Basic internet marketing technique is your friend in social media conversion.
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Stimulate Your Customer's Lizard Brain to Make a Sale

Stimulate Your Customer's Lizard Brain to Make a Sale | Better Business Influence | Scoop.it
Many marketers and salespeople believe they are in a selling war against their direct competition.

 

How do you use stories to make a sale? By following the 4 principles here:

bring in context to create urgency use contrast to add value share before and after stories and bring in visual tools

The article written by Tim Riesterer has great examples to share to illustrate these points and make them useable for you.

 

If you are a sales professional strugging to make your quotas, then bring these principles into your prospect conversations and presentations. 

 

If you want to grow your business yet dislike sales, then use this guide to get you out of that slump!

 

 


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Does influence ranking really matter to businesses? | Social Media ...

Does influence ranking really matter to businesses? | Social Media ... | Better Business Influence | Scoop.it
We all know about the tools people can choose from to help measure their social status online and identify others that are influential in areas of interest. Social media has encouraged the democratization of influence, enabling ...
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William Ury: The walk from "no" to "yes" ... The role of narrative | Video on TED.com

TED Talks William Ury, author of "Getting to Yes," offers an elegant, simple (but not easy) way to create agreement in even the most difficult situations -- from family conflict to, perhaps, the Middle East.

 

How do you end war and conflict? By finding a different story to share.

 

While this is not about business storytelling per se, it is a fabulous and inspiring video on the power of a story. Perfect for a little weekend inspiration.

 

Story sharing has been recognized as one of the most effective tools in peace and justice work.

 

William Ury talks here about his work negotiating peace in world conflicts and how choosing a different story can make all the difference in the world.

 

If Ury can do this on a global scale, surely we can take lessons here and apply it to our organizational conflicts, and conflicts in our personal lives.

 

May this video inspire you to new heights in your storytelling.

 

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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Great Marketing Starts with Inside-Out Storytelling: Of Penguins and ...

Great Marketing Starts with Inside-Out Storytelling: Of Penguins and ... | Better Business Influence | Scoop.it
Who tell stories to the outside world about the heart and soul of a company and what it's really like? Employees are among an organization's greatest brand champions. If employees aren't happy, customers won't be, either.

 

I love this quick piece by Kathy Klotz-Guest full of sound wisdom. You can't tell effective biz stories in the marketplace if the culture of your company culture contradicts your stories. Why? Because stories build trust and if you are not 'walking your talk' you can't build trust.

 

The story shared in this post is a gem and perfectly illustrates the point of the article. I am sure I will be sharing this with my corporate clients so they really 'get it.'

 

It's great when marketing comes up with fab stories to share about the company's products/services. But the BEST kind of stories come from employees themselves. That's why the best business storytelling is from the 'inside out' as this article advocates.

 

No matter if you are a micro-entrepreneur or a mega enterprise -- the inside and outside gotta match.

 

Well of course, that begs the next question: how do we gather employee stories? I recommend getting a firm grasp of Appreciative Inquiry (AI) as a process and tool to help you evoke those stories. If you are a solo-preneur, asking yourself AI questions can be very illuminating. As an enteprise, AI will have casdacing positive effects on your culture. Google AI and you will be deluged with resources.

 

So get busy making sure your inside and outside stories match for the best biz storytelling experiences that lead to consistent growth and raving fans.

 

Link to original article:

http://www.keepingithuman.com/blog/great-marketing-starts-inside-out-storytelling-penguins-elephants/ ;

 

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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Psychology of Change Management: Resistance, Failure, Behavior, Irrational Side… Improving the Odds for Success With Stories

Psychology of Change Management: Resistance, Failure, Behavior, Irrational Side… Improving the Odds for Success With Stories | Better Business Influence | Scoop.it

"Change management is the law of life, and those who look only to the past or present are certain to miss the future." ~ John F. Kennedy

Most business change management programs fail, but the odds of success can be greatly improved by taking into account– counter intuitive insights about how employees interpret their environment and choose to act, say Carolyn Aiken and Scott Keller.

 

This article will take some reading (it's not that long) because you will want to savor its insights and contemplate its meaning. It is all about organizational storytelling and successful change management.

 

Actually these insights could be used for almost any situation where you need to work with other people.

 

The basic premise is that most org change efforts fail because they try to 'motivate' employees to change instead of letting employees write their own story -- and for leaders to listen more and tell less during change.

 

The article spends some time on the essential dynamics of why change efforts fail, and offers great pointers on how to shift the tide. And how stories can make the difference.

 

Enjoy this thoughtful read.

 

Now -- a word for all bloggers out there. Once again, the author's name is not part of this article. And the 'About' page on this blog is down. So I can't mention this author's name because I don't know it. Neither can I post a comment to let the author know I've curated his article -- because there is no comments form on the blog. Sigh. Take a lesson here folks.

 

Link to original article: http://bizshifts-trends.com/ ;

 

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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