Creativity as changing tool
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Creativity as changing tool
“The diversity of intelligence, the power of imagination and creativity, and the importance of commitment to our own capabilities”
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Rescooped by Francesco Pintus from Stories - an experience for your audience -
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Content Is Not King - Storytelling Is - Forbes

Content Is Not King - Storytelling Is - Forbes | Creativity as changing tool | Scoop.it
Content marketing is all the rage for 2013. I think it might have been the rage in 2012, too. It is a buzzword, for sure, but it is essentially focused on how to tell a story. More so, it is about how to engage with your customer or prospect.

Via Karen Dietz, Hans Heesterbeek
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Clayton Bye's curator insight, January 6, 2013 9:13 AM

Good selling has always involved story. It is what draws the prospective buyer in and helps them to see what problem(s) you are offering to solve.

Rick Grant's curator insight, January 6, 2013 8:17 PM

Well, yeah, content is what you pay to get into the game, but its the stories that make it work for you.

Karen Dietz's comment, January 7, 2013 4:54 PM
Thank you Rick, Clayton and Marty for your comments! It takes work to bring stories into online content and any kind of selling activity but the rewards are immense. And of course, we get better at it over time. Happy storytelling!
Rescooped by Francesco Pintus from Just Story It! Biz Storytelling
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Personality: The fourth essential of a customer-centric business

Personality: The fourth essential of a customer-centric business | Creativity as changing tool | Scoop.it

We use web browsers every day and don’t really think about them until something goes wrong. Google Chrome crashed on me the other day and I got the iconic “Aw, Snap!” page with the unhappy folder icon. Instead of being cross at the error, it made me smile, and I was more forgiving of the browser for crashing. This is an example of how personality can engage customers’ emotions and help them build a stronger relationship with your brand.

 

What a great article! It is all about the risks and rewards of developing your brand with personality.

 

Why should you bother? Because once again, it is all about emotionally connecting with your customers/prospects. It is giving them an experience. It is using the 'character' story element for creating effective biz stories to the max.

 

The authors give terrific examples and lay out for us step-by-step the reasons and actions to take for developing a brand personality.

 

Oh, and BTW -- it is not about creating a veneer or fake personality just to make sales. It truly is all about the authentic YOU.

 

Enjoy reading this post. I think you will find it enormously helpful as you continue to craft the personality of your business.

 

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


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Rescooped by Francesco Pintus from Just Story It! Biz Storytelling
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Seven tips in digital storytelling from the New York Times and CNN

Seven tips in digital storytelling from the New York Times and CNN | Creativity as changing tool | Scoop.it

"We are in a golden age of storytelling" was the message shared by the New York Times's assistant managing editor Jim Roberts early on in a session at the News World Summit today named 'Obituary: The death of the traditional news story".

 

This article is slanted toward journalists. But think about it -- if you are using content, or creating content in your business to drive sales, then in many ways you are being a journalist. Especially if you attend conferences or events and report on those later to your customers/community.

 

So these 7 tips are pretty interesting and I bet you can incorporate many of them as your develop and promote your content. Like, 'avoid the 900-word valueless story' and 'incorporate live feeds' into your content. Hmmm -- that's an intesting one to get your head wrapped around. But that could be a lot of fun to do, especially at conferences or events.

 

So check these tips out. They are not your typical 'digital storytelling tips' that are a dime-a-dozen on the web. And I hope you get some good ideas!

 

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


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Giuseppe Mauriello's comment, June 1, 2012 1:14 AM
Hi Karen,
thank you so much for appreciation about my suggestion.
Karen Dietz's comment, June 1, 2012 5:49 PM
You are the best Giuseppe! Thank you for thinking of me :)
Rescooped by Francesco Pintus from Brand Stories
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The Power of Storytelling; What Marketers Can Learn From Casey Neistat and Google

The Power of Storytelling; What Marketers Can Learn From Casey Neistat and Google | Creativity as changing tool | Scoop.it

And, last Saturday morning, before I got up and on with my day, I watched his short film entitled ‘Guthrie Beach Raft’ and it got me thinking about the power of storytelling in marketing.

 

Yes, successful marketing is all about emotions -- not facts.

 

There are two videos to view here that make the author's point. The first video is OK -- for whatever reason it didn't really grab me.

 

But the second video about Google Chrome is a hit! That's because it tells a very engaging story about how someone uses Google's integrated suite of tools. It's brilliant.

 

Enjoy both of these -- and take these lessons to heart. When creating your content, decide which emotions you want to evoke in your audience and then craft your material to evoke those. 

 

As the author says, "Sometimes, facts and figures are great, but if you’re really looking to create loyalty and build a relationship with your audience then creating an emotional bond is the way forward."


Via Karen Dietz, Omar Kattan
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Rescooped by Francesco Pintus from Just Story It! Biz Storytelling
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Forget about 'content management'--and focus on 'audience development': how stories help

Forget about 'content management'--and focus on 'audience development': how stories help | Creativity as changing tool | Scoop.it

Forget about ‘content management’–and focus on ‘audience development’...

 

The basic premis of business storytelling is that by sharing your stories -- and listening to the stories of your customers/prospects in return -- you gain engagement, build loyalty, and increase sales.

 

Now here is another take on the same premise. While this article does not mention story sharing at all, it does help us re-think our marketing work so we can leverage our stories.

 

For example, the article says not to focus on creating or spending mountains of time on content management sytems. You know -- all the time you spend plotting, planning, organizing, tracking, analyzing, and making lists of business content to share with people.

 

Instead of growing content and content databases, focus on developing an audience and engaging with people. You do that folks through story sharing! This author suggests that creating an Audience Development System is the most important activity a business should be doing -- and is the wave of the future.

 

This still sounds pretty techie and geeky to me. But the author does make the point that a key component in an Audience Development System is talking individually with people. Thank heavens. That sounds like conversational storytelling to me.

 

In any event, there are some really great insights here that will help us think better about creating content (storytelling) for our business marketing, branding, and engagement efforts.

 

So start paying attention to developing your audience and putting systems in place to support that instead of just content management.

 

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


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The Most Powerful Thing About You -- Your Story

The Most Powerful Thing About You -- Your Story | Creativity as changing tool | Scoop.it

The most powerful thing about you is your story. But don't talk about yourself all the time; you'll be a bore.

Well, that all depends on whether it is all about you bring the "center of attention" or the "center or exposure". "Exposure" mesans being vulnerable and also being willing to be changed by the story. That is what this article is really all about. And it is also the essence of the talk I am on my way to give at the Pacificaa Graduate Iinstitute's conference on transformational leaderships this weekend.

The questions posed here will help you keep on track and avoid situations where you end ups telling your story from your ego instead of the place of service. It is a great checklist to keep in your back pocket.

Happy story telling!

Thank you Richard Andrews for recommending 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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Ken Morrison's comment, June 7, 2012 6:11 PM
I love the Leadership Freak blog. Thanks for sharing.
Karen Dietz's comment, June 7, 2012 11:44 PM
Glad you like it Ken! Thanks for re-scooping the article. Have a great weekend :)
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Four Examples of Successful Long-Form Branded Content (Stories)

Four Examples of Successful Long-Form Branded Content (Stories) | Creativity as changing tool | Scoop.it
In a world where audiences consuming media have a fleeting attention span, one would think that long-form branded content wouldn't stand a chance. Wrong.

 

LOL -- in the nano-second world of today's advertising, this article talks about long-form branded content that is 2-5 minutes long. Too funny!

 

But the video examples shared are great stories and one is a complete sports back-story that lasts 28 minutes.

 

And I love the main point of the post:  that when you give a compelling story for someone to view, listen to, or read you can capture and keep their attention.

 

Of course, that means you need excellent storytelling skills that lead to excellent stories. 

 

I bet these videos give you great ideas about the biz stories you can tell, and how to craft + share them. Enjoy watching them!


Via Karen Dietz, Jim Signorelli,Story-Lab, Omar Kattan
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The Bridge Is Out - Epic Stories In Presentations

The Bridge Is Out - Epic Stories In Presentations | Creativity as changing tool | Scoop.it
Do not undervalue the benefit of a longer, more detailed story in providing learning experiences. Anecdotes and “training fables” can be very effective and they do have their place. If you can work in a longer story, though, you can have greater emotional involvement. That is the most effective memory resource of all.

 

Here is what I love most about this post -- its reminder that longer stories are just as important to share as short anecdotes.

 

In today's short-attention span world, the prevailing notion is that people have no tolerance for longer stories -- especially online. Balderdash, I say!

 

What anyone needs to pay attention to is finding the right places for sharing those longer stories. A few questions to ask yourself are: 

What is my purpose in sharing this story? What work do I want this story to do? What is the best channel (on-line channels & off-line channels) for sharing this story? If this longer story is going to be shared on-line, how do I need to prep my audience so they are ready to listen to it?

 

Read this short article to discover how the author crafted and shared his longer story. And don't sell yourself (or your audience) short by only going for those quickie stories!


Via Kathy Hansen, Karen Dietz
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