sharing a story around a campfire or integrating storytelling into your business there are seven critical things you need to remember.I often hear people throw around statements like these:what's our story?we need to make our story more exciting!we have to tell our story.... generally I've found these people are not talking about stories, rather they are talking about messaging, strategy or vision.
Katherine Prewitt's insight:
Good ideas keep coming back.... again and again. French semiotics thinker J. Greimas' actantial model has helped 'storytellers' (marketers, writers), map out the hero, enemy, sender and the narriative structure between them, to make powerful stories since the 60's... every detergent ad is based upon it!
New research shows there’s a surprising gap between the brand messages that suppliers offer to customers and what their customers really want to know. A McKinsey Quarterly article.
Katherine Prewitt's insight:
@ the disconnet between B2B companies' brand messages and what customers value most. While I suspect the research behind the study might be diving too much into corporate (vs. targeted service) communication, and perhaps even annual reports (!), one point is well-taken: that brand values of "diversity" and "social responsibility" are often more about 'fitting' in the competitor landscape rather than creating differentiated brand messages that resonate with clients.
When leaders want to create an open culture where people are willing to speak up and challenge one another, they often start by listening. This is a good instinct. But listening with your ears will only take you so far. You also need to demonstrate with words that you truly want people to raise risky issues.
INSEAD's Erin Meyer aptly distills intercultural communication concepts into a info-graphic for HBR. Practical advice for common intercultural management situations, becoming more common for managers...
Jeremiah Owyang, principal of Altimeter Group, asked us recently for our opinion about the role of public relations in the collaborative economy, a framework that Altimeter Group is promoting as a significant change in the way companies do business. If you’ve not heard of the collaborative economy, it’s a model that explains how sharing will change business.
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