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Story as a path to transformative leadership & business success    www.juststoryit.com  619-235-0052
Curated by Karen Dietz

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Leadership: Authentic Storytelling + 3 Stories To Tell

Leadership: Authentic Storytelling + 3 Stories To Tell | Just Story It Biz Storytelling | Scoop.it
Everyone loves a good story, which is an important lesson for brands. Consumers want to develop meaningful relationships and relate to brands they can trust, and storytelling is a powerful way to accomplish that. I’m often asked to tell the story behind Influence & Co. It’s simple: My co-founder and my [...]
Karen Dietz's insight:

Here's a quick post about how to stay authentic with your stories plus 3 types of stories you can tell.


What I like about the article most are the 3 types of stories. All 3 fall into the bucket of "Founding Stories." Founding Stories are one of the 4 types of core stories every organization needs to tell. Stories about how the organization was founded and got started are critical to share both internally and externally. They provide needed context for why and how you do what you do, and what sets you a part from others.


But Founding Stories are not all the same. There are different types of Founding Stories and here are 3 that will definitely help you tell yours. Which one of the 3 best applies to you?


I know you'll get lots of ideas from this post. And thanks to author John Hall for helping us sort these stories 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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How To Be A Humble Storyteller: 5 Solid Steps

How To Be A Humble Storyteller: 5 Solid Steps | Just Story It Biz Storytelling | Scoop.it
Humility is as important a trait in speakers as it is in leaders.
Karen Dietz's insight:

Once again Forbes writer Nick Morgan has written an article that is spot on -- about speaking and humbleness.


I can hear you saying "But of course, you want to be humble!" Yeah, well all of my clients struggle with one and Nick's post talks about how to get it done.


It's not that my clients are arrogant. In fact, they are the exact opposite. But they all think that sharing their stories is bragging about themselves. They don't want to be arrogant and fear being perceived that way through their storytelling. So we tackle this right up front and I make many of the same points the author does.


Nick wrote some excellent points to consider. And I like the examples he shares of prominent speakers who were not perceived as narcissistic, egotistical, or conceited even though they are/were larger than life.


There is even some current research shared on humbleness and leadership. This is well worth the read if ever you have anxiety about sharing your 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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Hartger Wassink's curator insight, August 10, 6:37 AM

Simpele maar bruikbare tips om een persoonlijk verhaal te houden dat raakt, zonder 'over the top' te gaan

Art Jones's curator insight, August 11, 10:28 AM

Seek to be the Mentor & not the Hero of the story you present!

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Not a Straight White Man? The Authenticity Story Trap for Workers Like You

Not a Straight White Man? The Authenticity Story Trap for Workers Like You | Just Story It Biz Storytelling | Scoop.it
Why being yourself can hold you back.
Karen Dietz's insight:

It seems this is the day for articles on authenticity.


The previous article I just curated says if we want business connections and relationships that move us forward on all fronts, then sharing the ups and downs at work/home (via stories) is the way to go.


But hold on! This article points out a very thorny and critical problem. Women, those of color, and other minorities experience repeatedly being shut out -- and careers derailed -- when they show up authentically. This is all based on new research. 


Woah. Big issue here with lots of communication implications (gender, power, values, etc.). And what does this say about leadership??


What does the author, Sylvia Ann Hewlett, suggest? Recognize the value your difference brings and leverage your unique understanding to help solve problems. Hmmm - surely there's more.


Let's try to narrow this down and connect it to storytelling. Maybe what needs to happen is greater awareness and articulation of specific stories women and minorities need to share at work to move up through the ranks.


What would those stories be and how would they need to be crafted? Share your ideas. I bet we can come up with a few more helpful suggestions.


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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Avoid co-worker splits: share the stories of your ups and downs

Avoid co-worker splits: share the stories of your ups and downs | Just Story It Biz Storytelling | Scoop.it
A single honest conversation is better than a hundred trust falls.
Karen Dietz's insight:

This is a short article with a powerful message -- when you can share your ups and downs creates deeper connections between others. We win.


To flip it -- when we only present an idealized version of who we are, it separates us from others. We lose.


Why is this important for business storytelling? Two words:

  1. Authenticity
  2. Fulfillment (career, work, social, etc.)


And of course, you share the ups and downs of your life / work through stories because doing so creates even deeper connections, relationships, and influence.


Now just because I've made this quick summary doesn't mean you've gotten all the great insights and research this post has to offer. So go read it :)


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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Radical Storytelling: How Patagonia Is Telling Customers To Use Less Of Their Product

Radical Storytelling: How Patagonia Is Telling Customers To Use Less Of Their Product | Just Story It Biz Storytelling | Scoop.it
It's one of 10 strategies that make up a new way of doing business, given the coming realities of a hotter, scarcer, and more transparent world.
Karen Dietz's insight:

I've been following sports clothing company Patagonia for awhile now because they keep coming up with new kinds of stories to tell that keep propelling their business forward.


In this article by Andrew Winston, he discusses Patagonia's latest endeavor to have customers hang onto the company's products. It's a natural outgrowth of their philosophy of using less and protecting the environment. But it's totally counterintuitive to how business operates -- which is why it is so brilliant. And it is working for them. Business has not fallen off with this strategy -- but grown.


What I love about Patagonia is that they truly do walk their talk. No company is perfect, but this company's authenticity meter is off the charts. 


Patagonia also innovated supply chain storytelling, a new category of back stories. So I'm not surprised at this next round of storytelling, and look forward to what they'll come up with in the future.


In the meantime, the author did a great job posing a series of questions/next steps any business can take to develop this new avenue of storytelling. It's pretty provocative and well worth the read.


Don't get caught at the back of the line. Read the article to stay on the cutting edge of business trends and 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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The Role of Personal Stories at Work

Karen Dietz's insight:

This podcast is also available on itunes at The Story Factor podcast:


Here is another free podcast from colleague Annette Simmons who continues her interview with Jane Praeger. The focus this time is on using personal stories in your professional life -- and still some talk about the role of surprise in telling a story. Praeger went into surpirse more deeply in her first podcast with Annette which you can also find in this collection.


I appreciate it when Jane says that the fastest way to building trust is being vulnerable when sharing a story. That means it's OK to be an authentic human when sharing a story who makes mistakes and isn't perfect.


What I also like about this podcast is that Jane offers a free case study that you can download when you click on the link on the podcast's page. Yeah! We like good free stuff :))


If ever you've felt squeamish about sharing your personal stories, then this podcast is for you.


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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Brent MacKinnon's curator insight, December 21, 2013 7:21 AM

More great ideas and possibilities flow from telling stories about work.

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Rethink The 'Brand You' Story: Find Your Authentic Self

Rethink The 'Brand You' Story: Find Your Authentic Self | Just Story It Biz Storytelling | Scoop.it

“This above all: to thine own self be true.” – Shakespeare If there’s one business slogan/fad/concept that’s in danger of becoming meaningless through overuse, it’s “brand you.”

Karen Dietz's insight:

Here is what I love about this article from author Meghan Biro!


"These days I can can spot a “brand” (as opposed to an authentic person) from the first word out of his or her mouth. “Brands” tend to be a little too perfect — packaged, programmed, and plastic. They’re pushing what they think we want to buy, not their real selves. I see this unfold every day in social media – for better or for worse. It’s like the difference between processed food and the amazing stuff you can get at farmers markets."


So true, so true. Follow the steps she suggests here and you will be well on your way to being more authentic. Remember, when you are talking about your company, it's not a pitch - it's an authentic conversation. If you want to grow your business.


If you stay true to sharing your stories and being real while you are doing so, you'll do great.


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

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Why Being REAL Matters More Than Being Perfect - esp. in biz storytelling

Why Being REAL Matters More Than Being Perfect - esp. in biz storytelling | Just Story It Biz Storytelling | Scoop.it
Karen Dietz's insight:

Storytelling is never mentioned in this article, but it is all about storytelling in business.


I so appreciate the author's point that being perfect -- giving that perfect presentation; telling that story absolutely perfectly -- has changed. Being a recovering perfectionist, I say "Thank heavens!"


For years as I've worked with leaders I have practically abandoned the perfect polished story, realizing that authenticity and realism will go much farther.


So you flub up a bit in telling a story. Your audience will appreciate your humanism.


As the author Rohit Bhargava says, just be yourself. You will have more fun and make a bigger impact.


There are lots of good insights and take-aways from this article so go take the time to read it. It's short and a nice emotional boost. Enjoy!


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

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Karen Dietz's comment, February 23, 2013 3:30 PM
Thanks for rescooping this Bill!
Jane Dunnewold's comment, February 23, 2013 10:14 PM
I like the validation of being authentic over being perfect. If we could move this direction in more arenas social, business and otherwise, I think it would result in a more grounded, settled environment, and in that environment, human beings thrive.
Karen Dietz's comment, February 24, 2013 3:08 PM
I so agree Jane. Creativity, art and innovation cannot thrive in a culture of perfectionism. This reminds me of many traditional arts where imperfection is built into the final work. Imperfections in the work actually lead us to be more curious about it -- always a good thing!
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Storytelling in Leadership--Avoiding "Newt Happens" Moments

Storytelling in Leadership--Avoiding "Newt Happens" Moments | Just Story It Biz Storytelling | Scoop.it

"Do you remember the controversy when the book “Emotional Intelligence” by Daniel Goleman came out?

The idea that variables other than pure intellectual horsepower could have the same or even more impact on one’s success triggered quite a dialogue."

Karen Dietz's insight:

Storytelling in leadership is nothing new. But what I like about this article is how the author Lou Hoffman pulls together several pieces of information to make some worthy points. 


Like the distinction between direct and indirect leadership and where hypocrisy happens. And where entrepreneurs play that makes them so successful. At the heart of both is where authenticity and storytelling reside.


Then Hoffman adds another twist. Since he opened his article talking about Daniel Goleman's book "Emotional Intelligence", he closes his article talking about the uniqueness of Goleman's About Page on his website.


This fits perfectly into the aricle I curated yesterday on About Pages! Take the tips here from Hoffman's article, and then go do what Goleman did. 


In doing so you will touch both the science and art of storytelling -- and be more successful as a result.


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

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Fibers of Storytelling (and Not Sucking)--Is Your Biz Ready for Storytelling?

Fibers of Storytelling (and Not Sucking)--Is Your Biz Ready for Storytelling? | Just Story It Biz Storytelling | Scoop.it
Brady Josephson: Fibers of Storytelling (and Not Sucking)Huffington Post (blog)Mitch Joel calls this doing justice to your brand narrative. Scott Stratten says this is being awesome, not unawesome.
Karen Dietz's insight:

What kind of a foundation does your business (for profit or nonprofit) need in order for your storytelling to really work?


According to this article, it's 4 things: like doing great work and proving it. And demonstrating a love of customers/donors/supporters.


Makes sense to me. What the article is saying is that businesses have to be able to walk their talk. Alignment between the stories they tell and how the business actually operates is critical for believability and authenticity.


So before you get on the storytelling bandwagon, make sure you are really ready to start the process by doing an internal check first.


Then go for it! Happy 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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A Company’s Quest To Bring Mindfulness To Black Friday

A Company’s Quest To Bring Mindfulness To Black Friday | Just Story It Biz Storytelling | Scoop.it
The Friday after Thanksgiving, stores will have major sales, and customers will flock to them in droves.
Karen Dietz's insight:

Now here's a story about a company creating a different kind of story and brand for itself. Instead of jumping into the holiday shopping frenzy -- especially on the recent Black Friday -- Holstee went dark. 


It's there version of the new black :) But it beautifully fit their values and what the company stands for.


This type of step might not be you. However, it is a terrific example of how a company is acting on its values -- and creating a new kind of story and brand for itself.


So I ask you -- no matter what size your business is -- how can you translate your values and what you stand for into a story about the biz that distinguishes you in the marketplace?


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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Stories Are Not Evidence

Stories Are Not Evidence | Just Story It Biz Storytelling | Scoop.it

"Being of a slightly contrarian frame of mind, however, I think it’s important that we remind ourselves that stories do have limits, and excessive reliance on them can weaken our persuasive efforts, especially when our listeners start probing a little deeper to find the real truth behind them."


I like how the author Jack Malcolm starts out his blog. Yes, stories can be deceptive just like any other form of communication.


And I agree with his first point: they may be untrue or exaggerated.


After that however, I put my cranky pants on.


The next point advocates that stories are ALWAYS incomplete; that nuance and complexity get in the way of a good story.


Balderdash I say!! What about the creation of rich media, layered meanings, and multiple interpretations


The next point is equally problematic: stories may be true, but insufficient; that the more vivid and compelling a story, the more it can mislead because the listener focuses in on the details instead of the larger picture. 


Aaaarrrgghh! All that says to me is that when that happens, the teller is not that skilled in storytelling and the crafting of co-created meanings which speak to a larger picture. 


Bottom line for all of us? Keep learning the craft of storytelling. Know how to layer multiple meanings into your biz stories when needed. Keep drawing out the bigger picture in your stories when needed. And be authentic.


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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Kristen E. Sukalac's comment, October 28, 2012 1:16 PM
With all due respect Karen, I think you totally miss the mark on his second point. Any representation of reality -- including well-written stories -- will by necessity exclude part of the reality. We carefully select the elements based on who is communicating and to whom and what the purpose is. Sociologists refer to this as differentiating between the map and the territory. There's a fabulous, although poorly titled, book by Howard S. Becker about this called "Telling about Society". That's what he means about the inherent incompleteness of any story.
Karen Dietz's comment, October 28, 2012 9:29 PM
Hi Kristen -- with a PhD in Folklore I do agree with your comment and am very familiar with map/territory distinctions. As we know, any culture or group is composed of a collection of stories as opposed to a grand narrative that explains it all. However, the author's point was that the more vivid a story is, the more it will mislead the listener because the listener will focus only on the details instead of the larger picture. I find that statement problematic. Many thanks for the comment!
Karen Dietz's comment, October 28, 2012 9:38 PM
Oh, and yes -- there are times when a storyteller can tell a story and have it be sufficient for the group, and speak to the bigger picture. But that is different than a collection of stories reflecting a group, which your comment addresses Kirsten. As you can see, there is a lot more to this article than meets the eye! Again, I very much appreciate the input and discussion :)
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5 World Changing Ways To Avoid BS [Stories] And Be More Believable

5 World Changing Ways To Avoid BS [Stories] And Be More Believable | Just Story It Biz Storytelling | Scoop.it

"Despite working in marketing for more than 10 years, let me first share this rare point of view among people in my industry: a lot of marketing actually IS complete BS."


Hallelujah! Finally someone is calling a spade a spade. We periodically need articles like this to keep us on the straight and narrow path. And to make sure we are continuing to build credibility instead of undermining it with our stories.


Is all marketing BS? No. Are all stories BS? No.


However, is it starting to feel like marketing and busines stories are BS? Yes.


Why?

  1. Lack of authenticity ("I can make stuff up or evade the issue to sway you").
  2. A focus on persuasion (If you do X you will receive Y) instead of influence (engagement, inspiration, truth telling).
  3. The inability to walk the talk -- that means living/embodying the biz stories being told.


All this leads, as the author Rohit Bhargava points out, to distrust and a believability crisis.


So what is a conscientious biz storyteller to do? Follow the tips suggested here. Read the article for all the insights and tips. 


Oh and BTW -- despite what this article and Saturday Night Live say, and as campy/hokey as that commerical is, I get a thrill from Brad Pitt!


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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Ord Allenbea's comment, October 26, 2012 9:56 PM
I have been in online marketing and website development for more than 15 years. Nice to see someone actually admitting about the BS that does go on in marketing.
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Storytelling and Marketing; Selling a Story or Telling Your Truth?

Storytelling and Marketing; Selling a Story or Telling Your Truth? | Just Story It Biz Storytelling | Scoop.it


A very good friend of mine, Real Estate Coach Darin Persinger wrote a post this week called Storytelling Isn’t Marketing poking some holes into how we can be quite guilty of buying in to the ‘new shiny tool’ or in this case the ‘new shiny idea’.


This post is from author Teri Conrad and is an excellent reminder of how storytelling is re-shaping marketing. Teri makes great points here:

  1. Success in marketing is about applying systems and following through. Even if you have compelling stories, without a system very little is going to happen.
  2. People buy the Why of your product/service, not the What (features).
  3. Embody the "what can I give?" perspective.
  4. Focus on creating fabulous experiences for customers/clients.
  5. Know and communication your purpose -- get clear on that.


Points 2-5 are all about how you frame your stories and then convey them. I would add one more -- make sure you are authentic!


Using stories in your marketing can be very powerful. Follow these principles to ensure success with your business storytelling.


Now go read the full article for all the other insights to be gained here :)


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 World’s First and Only Completely Honest Résumé of a Graphic Designer.

The World’s First and Only Completely Honest Résumé of a Graphic Designer. | Just Story It Biz Storytelling | Scoop.it

Objective: My objective is the Truth with a capital T, mentally composed in Bodoni or, on the weekends, Garamond. I believe dishonest design is t...


Wow! Talk about authenticity! Do you have the guts to do what this guy did with your resume? Well, I'm thinking about it.


I don't know how this worked, but frankly it is wonderfully refreshing. And I think any employer who would discount this is crazy. But then again, that's me :)


Enjoy reading this piece on this lovely Friday -- 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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Personality: The fourth essential of a customer-centric business

Personality: The fourth essential of a customer-centric business | Just Story It Biz Storytelling | 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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Create an Effective Presentation

Create an Effective Presentation | Just Story It Biz Storytelling | Scoop.it
Nick Morgan, CEO of Public Words, explains five key steps to engage any audience....


Wow -- what a great, simple, full of how-to tips 3 minute video on creating a great presentation.


Everyone has trouble with presentations. But if you follow Nick's steps, many of your challenges will be solved. I really like the 5 story categories he shares and his translation of those stories into business themes. Makes tons of sense.


Of course I like that he leads with 'Tell a story." I repeatedly find that when a speaker can tell a story, then issues of body language, expressions, tension, and fear of forgetting what he/she wants to say all lessen or disappear


So start there and follow the rest of the tips for a winning presentation.

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Karen Dietz's comment, February 25, 2012 4:00 PM
Thank you for sharing this!
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John Hagel: Resolving the Trust Paradox [re: biz stories]

John Hagel: Resolving the Trust Paradox [re: biz stories] | Just Story It Biz Storytelling | Scoop.it
I love paradox, as anyone can tell from the name of the research center that I run with John Seely Brown in Silicon Valley – the Center for the Edge. Paradox is basically a puzzle, often juxtaposing two elements that...


This post by John Hagel goes under the category of "Thinking better about biz storytelling."


Sharing stories builds trust. This is a wonderful thing. But as John shares, it's a double-edge sword. Here's the paradox the author discusses: "In a nutshell, here’s the paradox. Everyone thinks that trust is important. Yet, at the same time, trust in individuals and institutions is eroding."


What does this mean to you as you share your business stories? "It turns out that the very practices that helped us to build trust in the past are now contributing to the erosion of trust," says Hagel.


He then discusses new approaches to building trust: vulnerability, will, being forward-looking, and others.


This article is a must read to be able to respond to today's always shifting business landscape. And so can more consciously work with your stories to keep you successful.

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Karen Dietz's comment, February 24, 2012 8:44 PM
Yeah, he is one of my favorites too! Have a great weekend Jan :)
Karen Dietz's comment, February 24, 2012 8:47 PM
Thanks for re-scooping this Jan! Glad you liked it. Cheers :)
Karen Dietz's comment, February 26, 2012 11:08 PM
Thanks for re-scooping this Susan! Have a wonderful week :)
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Small Business Labs: The Rise of [Biz] Storytelling

Small Business Labs: The Rise of [Biz] Storytelling | Just Story It Biz Storytelling | Scoop.it
Over the last few months a hot topic in the media has been business storytelling. Entrepreneur's How to Become Your Company's Storyteller is a good example.


Here is a short quick read on how storytelling is fast becoming a critical business skill.


I like this article for 2 reasons:

  1. The additional links it shares for specific examples of businesses engaged in storytelling.
  2. The emphasis on being human.


All the emphasis on branding and storytelling aside, it's the being human part of storytelling -- being you, authentic, and unique -- that is the most valuable for your customers and your business.


Go read more for a great way to start your week.

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Why effective branding is about doing, not telling

Why effective branding is about doing, not telling | Just Story It Biz Storytelling | Scoop.it

A brand can no longer afford to simply trade on an idea of what it stands for. Instead, in this era of radical transparency, a brand must be willing to tell the story of what it’s actually doing.


Yep -- storytelling without living the story is inauthentic. Business storytelling has to be authentic or you are doomed. You've got to have a story.  But then you actions and story have to match up to generate authenticity.


Read this article for a really good discussion about branding, storytelling and walking the talk.  Otherwise your storytelling is just another form of vaporware.

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janlgordon's comment, January 27, 2012 2:31 PM
Karen Dietz
Can't remember if I thanked you or not for this, makes the point for sure:-)
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Where Do You Most Authentically Tell Your Story? - A Storied Career

Where Do You Most Authentically Tell Your Story? - A Storied Career | Just Story It Biz Storytelling | Scoop.it

People are people. They aren’t brands. When people become “brands,” they stop being people and become one of three things: vessels for cultural archetypes, characters in a narrative, or products. … Can you realistically remain “authentic” and real once you have surrendered yourself to a process whose ultimate aim is to drive a business agenda?


I'm right there with author Kat Hansen, Oliver Blanchard, Gregg Morris and other colleagues on this topic.


Effective business storytelling is all about authenticity. It is easy to cross the line into fakery when your story is so objectified it becomes disconnected from reality.


Go read this great article, take the insights to heart, and stay real.

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Authenticity Vs. Perfection: How To [Story] Brand Like A Rock Star | Fast Company

Authenticity Vs. Perfection: How To [Story] Brand Like A Rock Star | Fast Company | Just Story It Biz Storytelling | Scoop.it

Billy Joel’s schmaltzy ballad “Honesty” spoke the truth back in 1979.


I really like this post because it is all about the quality of authenticity -- and not worrying about being perfect!


Authenticity is the heart and soul of business storytelling. This post uses rock bands to talk about this.  As the author says, "There was a point, only a few years ago, where having a solid rock star brand meant covering up every wart and imperfection."


And, "A point to consider about honesty in branding: We human beings are wonderfully imperfect creatures, and we can only relate and bond with other wonderfully imperfect creatures."


Dare to be honest, authentic, and imperfect in your stories and story sharing.  It will make you much more human and relatable :)

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Karen Dietz's comment, January 3, 2012 6:24 PM
Thanks Jan!
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  Branding Consultant Epidemic Spreads. Meaningless Brand Narrative Disease On The Rise

  Branding Consultant Epidemic Spreads. Meaningless Brand Narrative Disease On The Rise | Just Story It Biz Storytelling | Scoop.it

”Why should people buy these expensive coats?” “Well Brian, we think people are really looking for authenticity…”. “But in these days of austerity aren’t you taking a big risk?” “Well Brian we think authenticity is really what people want to pay for these days.” “But if they can save money do you think people…?” “It’s all about the authenticity Brian, these are Authentic Made In Canada Coats.”


Ahhhh -- a cautionary tale for us all! Or in other words -- when 'authenticity' goes bad.


Here's the deal:  authenticity is NOT the message, it's the outcome. It's the result. It's the goal. 'Authenticity' is not what makes these coats unique -- it is something else and that is what the company needs to articulate.


The way this company is using the word 'authenticity' is just so much hyperbole.  It's at the same level of saying "We are great! Our coats are great! Buy them because they are great! They are great because we are great!" Oh please.


Read this short post with more insights from the author, and please, never ever do what this company is doing.  Good grief -- what are they thinking?? Well, obviously they are not....

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Rescooped by Karen Dietz from Story and Narrative
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ReCourses: Storytelling and Real Storytelling

ReCourses: Storytelling and Real Storytelling | Just Story It Biz Storytelling | Scoop.it

"Bill Baker (no relation) is nicer than I am, so don't pin any of my introduction on him. I recently spoke to an auditorium of C-level executives, and the title of my presentation was long but revealing: "The Happy Death of Branding, the Next Fad of Storytelling, and the Hopeful Rise of Alignment."

 

I guess that expresses my view of branding: there are a few firms really doing it, and the rest (and majority) aren't doing anything differently than they did before, but now they are calling it branding because it sounds upstream."  


THE ORIGINAL LINK IS BROKEN! HERE IS THE NEW LINK: http://www.recourses.com/recourses-storytelling-and-real-storytelling

What a great post this is about how storytelling can easily get mucked-up when it gets labeled as 'branding' -- especially when most never receive any formal training in storytelling or understand it dynamics.


I love it when the interviewer says, "Real storytelling is a very complex skill, and I can sit for days listening to Bill point out the subtleties involved."


The rest of the article is a recap of an interview with Bill Baker who has decades of experience in corporate storytelling and who you can tell, knows his stuff.  Bill talks about the difference between storytelling and strategic storytelling -- and then gives how-to steps for making sure this is happening.


Go read the rest of the article for great insights about how to do 'strategic storytelling' with your company.


Thank you Gregg Morris @greggvm for this article!


Via Gregg Morris
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Brand new narratives « Big Orange Slide

Brand new narratives « Big Orange Slide | Just Story It Biz Storytelling | Scoop.it
The parallel can be drawn to a compelling brand narrative. A good story is transcendant, no matter what the medium, the time, the place, or the way we engage with it. Which leads to the next question.

 

LOL -- I couldn't resist sharing this pearl of wisdom with you from author Joel Derksen:

 

Brands are for cows. Stories are for people.

 

We need to continue to get smart about marketing our businesses using stories so we can grow and prosper.  Enjoy reading the rest of this article about the real connection between branding and storytelling.  

 

This will eliminate any confusion you may have about 'brand storytelling' and help keep you on the path of sharing your authentic stories to grow your business.

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Curated by Karen Dietz
Karen is available for workshops, coaching, public speaking & consulting on telling your story, making values/vision come alive, uniting people to achieve audacious goals, & building transformative leadership. Remember, whoever tells the best story wins!