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Customer, Consumer, Client Centricity
Helping organisations that want to optimise their customer understanding, so they can build more profitable relationships and increase the return on their information investments
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Connecting Storytelling & The Customer Experience

Connecting Storytelling & The Customer Experience | Customer, Consumer, Client Centricity | Scoop.it
Archetypes as Behaviors An archetype is essentially 'a universally understood symbol, term, or pattern of behavior, which serves as a prototype upon which others are copied, patterned, or emulated.' Jung talked about archetypes as universal,...

Via Karen Dietz
Denyse Drummond-Dunn's insight:

Interesting new persepctive on the customer journey; hope you find inspiration in it.

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Karen Dietz's curator insight, November 30, 2013 11:55 AM

Titled Archetyes, The Hero's Journey & The Telling of Stories by Gunther Sonnenfeld, this article is all about using the Hero's Journey to understand your customer's experiences.


How ingenious! And a critical perspective. It's hard to figure out how customers experience a business -- from discovery to purchase -- so any models that can help us are welcome.


Sonnenfeld reminds us that storytelling is participatory and this figures into the customer experience equation. Hallelujah. He then goes on to share with us how to design the customer experience based on both participation and the Hero's Journey model.


It all makes perfect sense, and definitely brings clarity to the topic of story and customer experiences. Enjoy!


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

LaraBadioli's curator insight, December 3, 2013 5:42 AM

Archetipi e storie universali

Siegfried Holle's curator insight, December 6, 2013 3:54 PM

Good stories have better traction and outcomes 

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Emotions Making Marketing (and Stories) Go Viral

Emotions Making Marketing (and Stories) Go Viral | Customer, Consumer, Client Centricity | Scoop.it
Heat maps of viral content show what compels us to share.

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Denyse Drummond-Dunn's insight:

Great post with some useful examples and clear explanation.

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Helen Teague's comment, November 1, 2013 5:59 PM
Thank you for your detailed insight...I appreciate your opinion!
Helen Teague's curator insight, November 1, 2013 6:02 PM

Post authors Kelsey Libert and Kristin Tynski, 10-24-13 discuss viral coefficients which are the total number of new viewers generated by one existing viewer.
Interesting Stats: 5.3 trillion display ads shown online yearly, 400 million tweets sent daily, 144,000 hours of YouTube video uploaded daily, and 4.75 billion pieces of content shared on Facebook daily

Karen Dietz's writes in her curated review:

Connecting with people emotionally is the bedrock of effective storytelling. But what emotions produce results? Fear? Anger? Joy? Hope?

 

This article lays out the emotions that when activated, can result in viral sharing. The research is fascinating...And this article helps us sort through what to do. Good examples and tips are shared, along with the results companies have experienced.

Karen Dietz's comment, November 2, 2013 11:37 AM
Thank you David, Liz, Denyse, Whitequest, and Helen for your comments!
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Igniting Word-of-Mouth Marketing With Storytelling

Igniting Word-of-Mouth Marketing With Storytelling | Customer, Consumer, Client Centricity | Scoop.it
Storytelling is by far the most underrated skill when it comes to business. Gary Vaynerchuk, master marketer and entrepreneur Even...

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Ellyn Winters's curator insight, April 25, 2013 10:01 AM

I'm a huge believer in storytelling in marketing, but also in sales. It is our natural form of communication in life - so why would we abandon this format when talking business? 

Jean-Marc TRESOR's curator insight, April 26, 2013 7:44 AM

Storytelling

Alison D. Gilbert's curator insight, May 2, 2013 1:08 PM

I love storytelling, listening and telling.

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How Marketing Reaches For The Heart But Can Fail & What To Do

How Marketing Reaches For The Heart But Can Fail & What To Do | Customer, Consumer, Client Centricity | Scoop.it
Marketers are supposed to be the experts on connecting emotionally with customers.

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Tina Stock's curator insight, March 27, 2013 7:25 AM

 Douglas Van Praet provides a 7-step process for us to craft marketing materials that connect emotionally.


Boffo!

Ian Mitchell's curator insight, March 29, 2013 1:49 AM

Good workshop stimulusstimulus

Karen Dietz's comment, April 2, 2013 7:23 AM
Tina and Ian, glad you both got a lot out of this post!
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Effective storytelling for business

Effective storytelling for business | Customer, Consumer, Client Centricity | Scoop.it

As content takes its rightful place at the forefront of marketing, I'm seeing many marketers fail at basic storytelling.

 

Marketers are ineffective when they use the classic "customer testimonial" format and pop that onto their blog or make it into a video. "Here’s our product. It is great. Here are customers who say it is great. Now buy some of our product." This just doesn't hold people's attention.

 

How interesting would a book or movie be were it to have this plot?:
Boy meets girl.
They fall in love.
They get married.

 

That's what most people do with their business writing.

 

Effective storytelling

The best stories drip with conflict. They have a hero and sometimes a villain. There is a story arc. As a writing teacher once told me: "Writing without conflict is propaganda."


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I can never get enough tips and tricks for improving our essential storytelling skills. No excuse not to be brilliant at it these days. 

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Ignacio Conejo Moreno's comment, February 19, 2013 7:24 AM
Ok, thank you, I'll retry later :)
Jeff Domansky's comment, February 19, 2013 10:27 AM
Seems to be working now Ignacio.
Two Pens's curator insight, February 19, 2013 8:30 PM

All business have conflict: lack of sales, poor service, employee malaise... 

The issue is often that management doesn't want to talk about the negative but you have to have a hellish situation in order to make a story compelling. 

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Product Storytelling – Don’t Forget the Context « A Random Jog

Product Storytelling – Don’t Forget the Context « A Random Jog | Customer, Consumer, Client Centricity | Scoop.it

"When launching a new product, it is important that customers understand what problems your product is solving. You don’t have time to tell a long story so you need to make sure your message is effective in creating a desire to learn more. This is where context can help. If you are trying to tell a story about your product, context is the background information that helps the scene make sense. Without this context, you leave it up to the customer to figure it out on their own."


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Karen Dietz's curator insight, November 28, 2012 3:17 PM

Truer words couldn't be said! The author has great advice for how to create context around a product that allows the business to share its product story more effectively.


And I love that the author, Joshua Duncan uses the latest Microsoft commercial to make his point. I enjoy watching the commercial. But I agree with Joshua -- as a sales piece it doesn't work. And it is certainly not a story.


As you read what Joshua has written, don't forget to click through to his earlier post on how context does work to make a sale. The example he uses is Box.com. You can see context is provided. But I still think Box.com could do better in sharing its story.


Read both and let me know what you think! Do the examples work? Does Box.com really tell it's story? Love to hear your thoughts :)


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

Laurence Roelants's curator insight, November 29, 2012 12:10 AM

This is almost a tautology - product storytelling  is not conceptual art but is designed to sell....so don't forget the context!

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Consumers Hungry for Brand Stories

Consumers Hungry for Brand Stories | Customer, Consumer, Client Centricity | Scoop.it

"An October 2012 survey by Edelman Berland and Adobe found that American consumers are looking for deeper brand engagement than banner ads and social media “like” buttons. 73% of the 1000 adults surveyed agreed with the statement, “Advertisements should tell a unique story, not just try to sell.”

 

Well, there can be no argument now about the case for business storytelling! At least as far as branding and marketing is concerned.

 

Enjoy the chart this research shows. I know I'll be using this in my work with clients!

 

Thanks to fellow curator Gregg Morris @greggvm and his Story and Narrative Scoop.it curation for finding this and sharing :)

 

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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Jim Signorelli's comment, October 31, 2012 10:04 AM
thanks Gregg, great find!
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What does your brand stand for? [inforgraphic]

What does your brand stand for? [inforgraphic] | Customer, Consumer, Client Centricity | Scoop.it
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...

 

Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.

 

There are 2 ways of finding your persona:

Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.

 

Thanks Jim for putting together this very helpful infographic.

 

And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)

 

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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Saptarishi Das's curator insight, August 21, 2013 10:13 AM

And the story begins..

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Visual Storytelling for Marketers |

Visual Storytelling for Marketers | | Customer, Consumer, Client Centricity | 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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Why Context is so Important in Business Today -- Crafting biz stories that connect

Why Context is so Important in Business Today -- Crafting biz stories that connect | Customer, Consumer, Client Centricity | Scoop.it

This piece was written by R "Ray" Wang for softwareinsider, there are great insights and strategy for businesses who want to stay ahead of the curve.

 

Why did I curate this article? Because the foundation for an effective story is providing context. But what do we mean by that, especially when we are using biz stories to influence sales, build relationships, and grow loyal customers?

 

This article by R Ray Wang digs deeper into context from a marketing perspective that will definitely make you smarter about how to craft your stories to connect to your audiences. My friend and colleague Jan Gordon scooped this first and wrote the following review. Happy reading! 

 

Review written by fellow curator Jan L. Gordon:

Here are the highlights of this article:

 

Intro:

The Real-Time is Filled with Flaws

 

The hype around big data, social media, and mobility has many folks imagining the real-time enterprise in the future of work, next generation customer experiences, matrix commerce, or the data to decisions journey.

 

While real-time theoretically leads to quicker information and faster response times, t.he reality requires closer examination for three reasons:

 

Here is a brief overview:

 

1. Customers ad employees only want engagement aligned with self interest

 

**Relevancy of information is required for customers and employees to respond

 

**Real-time interactions quickly evolve into noise.

 

2. No human can truly handle the volume and flow of real-time interactions.

 

3. Real time is not fast enough - Reaction does not lead to a better customer experience or employee interaction

 

Delivering context is the secret to right time success

 

Context provides the key ingredient in improving outcome

 

Why? Context provides the relevancy required for not only anticipation, but also prediction

 

The Bottom line: Start with Seven Dimensions of Context Drivers:

"In the design of an engagement strategy, success will require organizations to factor the seven dimensions of context drivers."

 

Context drivers:

relationships, time, location, business process, role, sentiment, intent

 

Selected by Jan Gordon covering "Curation, Social Business and Beyond"

Read full article here: [http://bit.ly/NUBqKC]


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

Great Marketing Starts with Inside-Out Storytelling: Of Penguins and ... | Customer, Consumer, Client Centricity | 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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7 Marketing Truths Every Business Leader Should Know

7 Marketing Truths Every Business Leader Should Know | Customer, Consumer, Client Centricity | Scoop.it

Via Daniel Watson
Denyse Drummond-Dunn's insight:

Be honest we knew most of these deep down, didn't we?

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Andrew Earnshaw's curator insight, November 8, 2013 1:37 PM

Ths article explains why all business owners should understand and respect the role of good quality strategic marketing.

ITS.OneCampus's curator insight, November 10, 2013 12:01 AM

VERY interesting to read... Enjoy!

Dr. Kimberly Hurns's curator insight, November 10, 2013 6:26 AM

These marketing basics are "truth"!

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Igniting Word-of-Mouth Marketing With Storytelling

Igniting Word-of-Mouth Marketing With Storytelling | Customer, Consumer, Client Centricity | Scoop.it
Storytelling is by far the most underrated skill when it comes to business. Gary Vaynerchuk, master marketer and entrepreneur Even...

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Ellyn Winters's curator insight, April 25, 2013 10:01 AM

I'm a huge believer in storytelling in marketing, but also in sales. It is our natural form of communication in life - so why would we abandon this format when talking business? 

Jean-Marc TRESOR's curator insight, April 26, 2013 7:44 AM

Storytelling

Alison D. Gilbert's curator insight, May 2, 2013 1:08 PM

I love storytelling, listening and telling.

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The Psychology of Language: Persuasive words for biz stories

The Psychology of Language: Persuasive words for biz stories | Customer, Consumer, Client Centricity | Scoop.it
What's actually going on in the brain when it processes language? And if words affect the mind in different ways, are some more persuasive than others?

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Denyse Drummond-Dunn's insight:

I agree with most of them, but a few don't resonate. Which do you find most useful? 

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Victoria Garcia, Serial Entrepreneur's curator insight, April 13, 2013 11:04 AM

Public speaking is persuading, after all. Vic

Victoria Garcia, Serial Entrepreneur's comment, April 13, 2013 11:09 AM
Wow! What an interesting post. I learned long ago as a probation officer in Texas, I could send someone to prison on the same set of facts depending on the language I used. This is one of the best articles I've ever read on the topic.
Karen Dietz's comment, April 16, 2013 9:38 AM
Thanks Vicki! I'm so glad you found it both powerful and helpful. Hope you are doing well :)
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Ads Worth Spreading: See The 10 Most World-Changing Ads, According To TED

Ads Worth Spreading: See The 10 Most World-Changing Ads, According To TED | Customer, Consumer, Client Centricity | Scoop.it
Communicating on behalf of a brand can be tricky business. A decent idea once passed through the brand’s filter and massaged and molded to hit key messaging targets can come out the other side a shell of its possible self.

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Must have been a difficult choice TED.

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Ignacio Conejo Moreno's curator insight, March 2, 2013 2:16 AM

Los 10 mejores anuncios de 2012.

Solo algunos se han emitido en España, y además no están todos los que a mi me gustaría (como por ejemplo, el Cajero de la Felicidad de Coca-Cola, o el de Navidad de Campofrío); pero los 10 aquí seleccionados, vale la pena verlos, algunos son magníficos.

Ignacio Conejo Moreno's comment, March 2, 2013 2:16 AM
Thank you, Karen, are amazing!
Karen Dietz's comment, March 2, 2013 12:43 PM
I bet it was Denyse!
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The Valuable Links Between Stories and Our Collective Actions

The Valuable Links Between Stories and Our Collective Actions | Customer, Consumer, Client Centricity | Scoop.it
Story as a catalyst for meaning & purpose.

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Denyse Drummond-Dunn's insight:

Insightful read that goes deeper on storytelling's appeal.

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Karen Dietz's curator insight, February 1, 2013 1:55 PM

THIS POST HAS MOVED! HERE IS THE NEW LINK: https://designingliteracy.squarespace.com/literacyoftheimagination/the-valuable-links-between-stories-and-our-co 


Ahhh -- really good insights and points here in this article by Gunther Sonnenfeld that expands our typical ways of working with stories in business (transactional storytelling), and how we need to shift to transformational storytelling.


Stories provide meaning and purpose, as the above text says. Even when told for transactional purposes. But there is no reason for organizations not to also claim the higher ground.


This is a thoughtful article that touches on a few fundamental truths about storytelling, and calling us to think/act more deeply about the story work we do.


And I like the visual chart that comes along with it also!


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

ratzelster's curator insight, February 2, 2013 6:06 AM

We talk about how to spread our influence and how to build audience for our message.  Story seems to me to be one excellent way for doing that.

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10 Ways Customer Stories Help Companies Sell

10 Ways Customer Stories Help Companies Sell | Customer, Consumer, Client Centricity | Scoop.it
10 Ways Customer Stories Help Companies Sell http://t.co/3JwGufQB via @Savvy_B2B...

 

Woo hoo! If there was any doubt about the necessity for crafting and promoting your customer's stories, then this quick post will dispell them all.

 

Customer case study specialist Casey Hibbard shares some research from Gartner about the impact of customer stories on sales, and then lists specifically how customer stories can lead to business growth.

 

As I'm rebuilding my website, I'm taking Casey's advice -- and hope you do too. 

 

Oh -- but make sure you are actually writing customer stories to share and not testimonials. Testimonials are critical -- yet they are mostly valuable opinions from customers about their experience with you. That's part of your 'story' but they often are not really stories. 

 

Soooo -- write mini-stories or storied case-studies about your work with customers to receive the full impact of your customer stories!

 

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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Something Startling This Way Comes -- The Role of Wonder in Biz Stories

Something Startling This Way Comes -- The Role of Wonder in Biz Stories | Customer, Consumer, Client Centricity | Scoop.it
This stage in story design is itself another face of wonder. Wonder is experiencing something anew. At first, wonder opens us to the moment, feeling suspended in time and space for a few seconds. Or a few months.

 

Wow -- what a gem of an article! I love love love it.  It's perspective is unique, different and so right on.

 

The author, Jeffery Davis, tackles the emotion of wonder and how critical it is for 'storytellers and business artists' (that's us, BTW) to understand it, and build it into our organizational stories.

 

Awesome!

 

Davis does a great job explaining 2 types of wonder and how they relate to business and business storytelling. He talks about why working with wonder is important, and then goes on to suggest how we can bring wonder into the stories we share.

 

Run -- don't walk -- to read this significant piece. You will be glad you did!

 

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 Ask [for stories]--And Listen [to stories]--Like You Mean It

How To Ask [for stories]--And Listen [to stories]--Like You Mean It | Customer, Consumer, Client Centricity | Scoop.it

Questions are the expressive, probing language for growing others; listening is the receptive, facilitating language for growing others. These two complementary approaches form a continuous growth conversation loop.

 

Leaders who are helping others to grow and innovate are always trying to craft the best questions to make a difference. Here's how to ask the questions that will propel your team and your organization forward.

 

Listening -- I mean listening really well -- is sometimes hard to do. Here's a great article by Kevin Cashman, author of The Pause Principle, reminding us that the more deeply and authentically we can listen to another, the deeper our questions go, and the deeper our understanding becomes.

 

Listening deeply is the first storytelling skill to build -- so you know which story to share or ask for. And then so you can dig more deeply into the story to understand what it really means.

 

For leaders, this is essential. For anyone wanting to master business storytelling, it is critical. Many marketing and branding folks have still not caught on to listening as being a vital component when using stories.

 

Sooooo -- here's a reminder that also contains some great insights, a list of what not to do, and a nice section on the power of authentic questions.

 

Now I'll go on a hunt and see if I can find an article for you just on the Art of the Question. For as they say in Appreciative Inquiry, the question is the intervention -- so knowing how to craft and ask the question is key.

 

In the meantime, enjoy this article.

 

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 Future Of Storytelling: Immersion, Integration, Interactivity, Impact

The Future Of Storytelling: Immersion, Integration, Interactivity, Impact | Customer, Consumer, Client Centricity | 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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Ericsson - Cool Digital Storytelling

The brief: show how a ‘multi-purpose, multi-technology network node enables operators to meet their three priorities in relation to data traffic explosion: differentiation,…...

 

LOL -- the text above makes this Ericsson digital story sound so boring! But the video is great.

 

Here Ericsson takes a thorny problem (overloaded data networks) and turns it into an engaging story. There's a problem, challenges to overcome, and a resolution.

 

And the design of the entire digital story is quite unique.

 

Is it a story? Is it an ad? Is it a promo piece? Yes to all, and is a great example of all 3 intersecting.

 

Enjoy this short video and get inspired!

 

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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