Just Story It! Biz Storytelling
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Just Story It! Biz Storytelling
Growing leader's impact, influence and income through the power of business storytelling                  www.juststoryit.com
Curated by Karen Dietz
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Kentucky Fried Chicken Reconnecting To Their Origin Story + Their Full Name

Kentucky Fried Chicken Reconnecting To Their Origin Story + Their Full Name | Just Story It! Biz Storytelling | Scoop.it

"It's not just in advertising—it embodies everything we do. If you ever came out here and saw our headquarters, the whole place has been remodeled, and the Colonel is everywhere. The badge 'Make the Colonel proud' is everywhere. It's so much more than just an advertising thing—it's something that we think will make us stronger again."

Karen Dietz's insight:

This post discusses how simplifying their name down to KFC and losing connection to their Origin story really hurt their business. A part of my life growing up was in Kentucky and eating the original Kentucky Fried Chicken, and I've watch the ups and downs this brand has had.

 

There are lessons for us all here:

  1. No nameless faceless brands, please
  2. Never lose the magic or your Origin story
  3. Ads aren't' enough -- matching external ads to internal culture is pure gold
  4. Stay relevant

 

Enjoy this peek behind The Colonel and how Kentucky Fried Chicken is re-invigorating itself by also connecting to its roots.

 

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

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Biz Storytelling Truth: Don't Tell Or Believe A Single Story

Biz Storytelling Truth: Don't Tell Or Believe A Single Story | Just Story It! Biz Storytelling | Scoop.it
I was a graduate student at Brandeis University and grades had just come out. A classmate walked over to me. "I never thought a Mexican would beat me i
Karen Dietz's insight:

I was working with a group of executives yesterday and our entire focus was on the rich tapestry of stories they have -- and need -- to share. In other words, forget this notion of a single brand story because there is great danger there.

 

What kinds of danger? The kinds so eloquently discussed in this post. With the rampage in Orlando this week, in the one-story of racism, hate and misogyny that Trump spews, we experience the consequences of the single story.

 

Please read this and take the insights shared here to heart.

 

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

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The Good, Bad, and the Ugly: A Manifesto for Storytelling + Virtual Reality

The Good, Bad, and the Ugly: A Manifesto for Storytelling + Virtual Reality | Just Story It! Biz Storytelling | Scoop.it
“I can’t wait to see the art that people make with this.” Those were the first words from my friend Ryan after spending ten minutes in virtual reality. He’d just... read more
Karen Dietz's insight:

What a great piece on what to consider when creating virtual reality stories. In fact, just substitute the word "storytelling" for virtual reality or VR and you've got a fabulous best practices guide for business storytelling.

 

Written by Jason Ganz, CEO at Agora VR, he hits the nail on the head. He offers us all the best ways to think about storytelling and VR, discussing both the upsides and downsides.

 

In our go-go world, it's easy to move so fast we accidentally run over human principles and best practices. This article helps us slow down, think about what we are doing, reconnect with our purpose, get re-inspired, and continue to story on in service to others. "Gotta love that.

 

Keep this handy!

 

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

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Brand Storytelling: Fiction Isn't Just for Networks Anymore

Brand Storytelling: Fiction Isn't Just for Networks Anymore | Just Story It! Biz Storytelling | Scoop.it
To get people hooked, you need to tell a great story. Look to engage your core audience through a new medium, like how GE utilized podcasts. Create an engaging storyline that has nothing to do with your services, but still provides entertainment value to millions of people around the world.
Karen Dietz's insight:

This article, written by Adam Fridman, focuses on some innovative storytelling that GE is doing these days.

 

As the author says, "Branded content is ripe for innovation, and that's what GE did with their hit podcast, The Message. Instead of broadcasting reviews about their products and services, General Electric created a science-fiction eight-part series that has garnered over four million downloads since launching. We've seen brands sponsor blog posts and videos across the Internet, but this fictional podcast series is the first of its kind."

 

Read about the results in this quick post, and learn how you can do the same as GE.

 

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

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Jérémy Pradier's curator insight, May 4, 8:15 AM
I believe that so much
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Disastrous Business Storytelling And How to Fix It

Disastrous Business Storytelling And How to Fix It | Just Story It! Biz Storytelling | Scoop.it

"They're spending a ton of time, money and effort producing videos, blogs and events that no one wants to watch, read or attent. Not only are brands failing to get their messages across, they're being outright ignored."

Karen Dietz's insight:

I've taken a curation break this week while celebrating my birthday (yay!) and am now back in the game. I found this post that had me cheering. Why?

 

Because it speaks truth (most company stories are average at best), amd talks about how easy it is for organizations to kill fabulous stories that people want to hear. In addition, the author points out how it takes leadership courage plus persistence to get those stories out there.

 

Read more about what prevents great stories from being told and how to fix that. There are some great lessons here.

 

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

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Why Anthony Bourdain Is Bullish on the Future of Long-Form Digital Storytelling

Why Anthony Bourdain Is Bullish on the Future of Long-Form Digital Storytelling | Just Story It! Biz Storytelling | Scoop.it
Anthony Bourdain, the celebrity chef turned TV show host, believes there's untapped potential with digital media to dive deeper into food and travel stories.  During a South by Southwest Interactive keynote moderated by Nathan Thornburgh, chief editor and publisher at Roads & Kingdoms, Bourdain talked about why he's increasingly in
Karen Dietz's insight:

Hot off the presses from SXSW, Anthony Bourdain talks about the endurance and popularity of long form storytelling. Once again, long form storytelling and its advantages are making the news.

 

Bourdain talks about why he's increasingly interested in finding new ways to tell travel stories through interactive channels, and what viewers are really craving, especially with travel stories.

 

But his points apply to any business, really. Do the deep dive -- tell deeper, longer stories.

 

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

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Melanie Hundley's curator insight, March 17, 1:55 PM

Hot off the presses from SXSW, Anthony Bourdain talks about the endurance and popularity of long form storytelling. Once again, long form storytelling and its advantages are making the news.

 

Bourdain talks about why he's increasingly interested in finding new ways to tell travel stories through interactive channels, and what viewers are really craving, especially with travel stories.

 

But his points apply to any business, really. Do the deep dive -- tell deeper, longer stories.

 

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

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Telling Your Story: 5 Ways To Add Compelling Visuals to Your Content

Telling Your Story: 5 Ways To Add Compelling Visuals to Your Content | Just Story It! Biz Storytelling | Scoop.it
Do you remember when great content marketing meant your copy was properly optimized for search engines so your customers could find you when searching? Tod
Karen Dietz's insight:

In this post you will find 5 solid ideas and tips for adding visuals to your storytelling and content. Written by Ashley Zeckman, a Director at TopRank Online Marketing, the article includes great examples for each idea/tip. 


We know visual storytelling is becoming even more critical than ever. Visuals increase traffic and shares. And engagement. So if you are looking for new ideas for how to tell your story with more visuals, you will enjoy this post.


Some of these ideas/tips you might not have thought of, which is why I like them. I know you will find at least one -- if not more -- to use in  your business.


Story on!


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

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Your Future Story: The Single Most Important Question To Ask Employees

Your Future Story: The Single Most Important Question To Ask Employees | Just Story It! Biz Storytelling | Scoop.it

If you’re spending a great deal of energy and hand wringing over how well your company is regarded in the marketplace, you’re not alone.  It's a well-accepted fact that as the brand affinity needle drops or stagnates, companies are forced to ride down the slippery slope of lost market share, declining profit margins and damaged stakeholder enthusiasm.

Karen Dietz's insight:

Here's the direct link: https://www.linkedin.com/pulse/single-most-important-question-you-should-ask-every-jim-signorelli


Colleague and fellow curator Jim Signorelli, author of Story Branding, has written a great piece here about when an organization's story stops working and what to do about it.


He offers a question that you can ask every employee that tests how effective your 'story' is, and the consequences depending on the answer.


Depending on your results, Jim then offers the new kind of story your organization needs. Brilliant! 


Enjoy this quick piece and the question you should be asking yourself, too.


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

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The Latest: Storymakers -- Ways Brands are Battling Storytelling

Presented at Inbound 2015, see how marketers are engaging in storymaking - building on the stories their consumers tell. See examples from Starbucks, Visa, Coc…
Karen Dietz's insight:

Oh boy -- I like part of this SlideShare, and don't like other parts of it. Basically this is about how storytelling is maturing in the branding field.


Here's what I like: brands are finally getting beyond the "telling" part of working with stories, realizing there's gold in listening to/capturing/promoting the stories customers are sharing back with you.


There's also a nice definition of Storymaking. which is facilitating and tapping into the stories people are creating and sharing with each other. I guess they are "making" stories together.


Next the author, Dan Berkowitz, shares a chart of Storytelling versus Storymaking that seems OK -- these dynamics of storytelling have long been recognized. I quibble with juxtaposing Storytelling as "Approved" to Storymaking as "Authentic", however.


He then lists the action steps to get to storymaking, which seem reasonable for branding and advertising folks to take. Ads and social media examples are included. But outside of this field, all of these steps might not apply or work.


I kind of laugh though -- because we are still dealing with polarities of decentralized, unpredictable, fan-inspired storytelling and the desire for corp. control bleeding through here. There's a big difference between being deliberate and being in control, however.


Here's what I don't like -- the title of this SlideShare. The revenge of the storymakers?? Really??!!  Or "backtracking on storytelling"? How absurd. But LOL -- it got our attention :)


Bottom line: I'm happy to see advertising and branding folks finally waking up to the power of story dynamics. Some refinements need to be made, though.


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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Corporate Storytelling: The narrative is the thing

Corporate Storytelling: The narrative is the thing | Just Story It! Biz Storytelling | Scoop.it
Alan Berkson has a unique place in the world of thought leadership. He is the guy who has the science of the corporate narrative nailed. Just plain pinned. He is gracing our blog with a post that tells the story of telling stories on behalf of corporations. Listen up.
Karen Dietz's insight:
Curated by Jim Signorelli, the newest addition to the Just Story It Curation Team! Here's his insight:

...And nail it, he does! There are many points to ponder in this article, including a very insightful definition of the corporate narrative: 

"The story that embodies the essence of your business in action, comprised of more than just products and services, and even more than your mission statement.  It's what your company stands for, and how it's making the world a better place. It's a story that comprises your strengths AND your weaknesses." 


I also enjoyed his prescription for preventing FUD (full unwanted disclosure) and the dangers it can present in a world where brands are now more transparent than ever. 


A five-star article for sure! 


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Stephen Dale's curator insight, August 23, 2015 6:10 AM

It’s no longer enough to share the same message on multiple channels. Care needs to be taken to not only take advantage of the value proposition of each platform—e.g., print, video, TV, social—but to be sure all the messages are complimentary and add up to a satisfying whole.

Brent MacKinnon's curator insight, August 23, 2015 9:09 AM

I like the driving purposes of business storetelling that are so clearly evident in this article.

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Are We In 'Narrative Collapse'?!

Are We In 'Narrative Collapse'?! | Just Story It! Biz Storytelling | Scoop.it
Vision Critical Summit speaker Douglas Rushkoff gives a preview of his keynote and shares his perspective on the evolution of brand storytelling.
Karen Dietz's insight:

OK -- here the author of the book Present Shock, Douglas Rushkoff, gives us his perspective on storytelling and branding.


Did you know we are in the post narrative age? That "narrative collapse" has happened? That we can no longer tell stories with a beginning/middle/end? That technology has killed narrative? That we don't need narrative and are better off without it? That people really only want facts? Apparently this has been going on since 2013.


What a bunch of hooey. I find these statements unbelievable -- but they do make for provocative interviews and high book sales, IMHO.


Why am I so skeptical? Because we are hardwired for stories. We think and talk in stories. As my colleague Jim Signorelli says, he hasn't noticed anyone giving a standing ovation lately for a pie chart.


I am thinking a more solid reason behind why a lot of narratives are not working in branding are because they are either mediocre stories, or businesses really don't understand their customers so there's a mismatch between the stories and the audience.


Frankly, mediocre storytelling is rampant in business, sorry to say. It was really hard to find great stories to cite in our book "Business Storytelling For Dummies". Like anything in life, if you want to get good at storytelling, it takes dedicating time and resources.


I do like what Rushkoff has to say about the use of big data and how it can lead to trouble.


Read the article and tell me what you think. I'd love to know your perspective.


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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Kajsa Hartig's curator insight, August 20, 2015 4:03 PM

"Given the attention span of customers today, companies know that they can’t tell the traditional stories with a beginning, a middle and an end. Most companies compensate for this by creating brand narratives in a disjointed way, through mashups and sequence advertising. Rather than responding to a post-narrative environment, companies resort to telling a story that unfolds over the course of several commercials."

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Cool Tool For Visual Storytelling

Cool Tool For Visual Storytelling | Just Story It! Biz Storytelling | Scoop.it
Create albums enriched with insights and design. Add text, maps, the weather, tourist info and 10,000+ other elements.
Karen Dietz's insight:

I was just sent to this site to look at and I think it has some pretty awesome visual storytelling potential. I have no financial relationship here -- just passing along a new tool for you to consider.


The app is coming to you from the Netherlands and co-founder of myalbum Jos de Schiffart @schiffart.


I've tested out the site and app and really like it. It is very intuitive and easy to work with. The end result visually is stunning. Plus they just released their iPhone app today.


I think lots of you could use this tool -- myself included -- to create fabulous stories for your business. You might want to try it out.


Of course, your success with this tool will depend on actually crafting stories instead of just a progression of photos. You know -- stories that have a beginning-middle-end, a problem and resolution. And don't forget the transformation that occurs, and a key message at the end. But you know what to do!


Have fun with this new app and go create some incredible stories!


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

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Storied Characters: How to Increase Your Blog Reader #s

Storied Characters: How to Increase Your Blog Reader #s | Just Story It! Biz Storytelling | Scoop.it
Get 100,000 blog readers by creating personas, optimizing your posts, and converting casual readers into dedicated blog subscribers.
Karen Dietz's insight:

This hand dandy free guide from HubSpot (I have no affiliation) is all about storytelling. Their premise (and mine) is that without well developed personas, it will be hard to market effectively and get high numbers of blog readers.


Personas are simply storied characters about who uses your products/services. Do these well, and you will be light years ahead of others.


What I like here is how complete the section is on creating personas. There are clear instructions and 2 pages of questions to help you flesh out your characters.


The rest of the guide focuses on how to optimize and promote your blog post.


Crafting great personas/storied characters will definitely make a difference in your business. And I love that this guide addresses a side of business storytelling that often gets overlooked.


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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Strong ‘Signature Stories’ Shape More Than Just Your Brand

Strong ‘Signature Stories’ Shape More Than Just Your Brand | Just Story It! Biz Storytelling | Scoop.it
Businesses can touch customers and clarify corporate values by creating a powerful narrative.
Karen Dietz's insight:

What I like about this post is the emphasis on signature stories for your business. Notice I said signature "stories" NOT a signature story.

 

The author, Clifton Parker, points out that, "Signature stories...may be standalone stories like those of Nordstrom, Molson, and L.L. Bean that have a single, complete narrative. Or they may consist of several stories based on similar messages and themes. Either way, they can inspire both customers and employees."

 

He then goes on to talk about how to leverage your signature stories.

 

Parker makes lots of good points that are supported by Stanford Business School. Enjoy.

 

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

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Underutilized: Documentary Storytelling + 6 Brands Who Nail It

Underutilized: Documentary Storytelling + 6 Brands Who Nail It | Just Story It! Biz Storytelling | Scoop.it
Learn how Church’s Chicken turned a speed drumstick contest into a powerful documentary that gave their marketing a leg up – Content Marketing Institute
Karen Dietz's insight:

Here's a terrific post with 6 video examples of documentary storytelling from brands who are using this type of storytelling with great success.

 

Documentary storytelling -- also called backstories -- are very powerful and yet still underutilized in business. So imagine my delight when Clare McDermott of the Content Marketing Institute put this post together.

 

Oh, and another twist -- some of these documentaries are not backstories, but do connect with the brand in a particular way.

 

Plus the documentaries are really wonderful. Give yourself a treat today. Read the post and watch these short films -- anywhere from 2-43 minutes.

 

These examples should give you plenty of ideas for how you can leverage documentary storytelling no matter what size business you are.

 

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

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The Hero's Journey In Trouble! Time For A New One

The Hero's Journey In Trouble! Time For A New One | Just Story It! Biz Storytelling | Scoop.it
A critical post about the biggest cliche story of all time and suggestions for a new story lines towards a more united e…
Karen Dietz's insight:

If the link doesn't work above, here's the original link to the article on Medium: https://medium.com/@floriskoot/a-new-heros-journey-cdd8ca77a7d3#.jy0ai2uv3

 

What a refreshing and thought provoking post! The author, Floris Koot, makes a convincing case for updating the hero's journey. He explains how our addiction to the current hero's journey has gotten us into a lot of trouble. Business guru Rosabeth Moss Canter, on the faculty at Harvard Business School, pointed this out many years ago. Her position is that the hero's journey in companies leads to "cowboy heros" who can't effectively lead.

 

Koot makes a similar case, although much more detailed. He then suggests an update to the hero's journey to fit our modern needs. Right on Koot!

 

I am sure this article will make people mad, who make their living off the current hero's journey. Oh well. Time for an upgrade.

 

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

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Marketing Secret: Why real-time storytelling with real-time listening works best

Marketing Secret: Why real-time storytelling with real-time listening works best | Just Story It! Biz Storytelling | Scoop.it

"To get real-time storytelling right, marketers need to rethink the storytelling process, emphasizing listening first and foremost. Many people, and in particular many marketers, have quite an idealised, romantic concept of the storytelling process."

Karen Dietz's insight:

Happy Monday! Here's what I love about this article: the author understands what real time storytelling is, and that to make it work, marketers must engage in real time listening. Why do this? To accelerate results. 

 

As the author Keith Richey points out, most marketing narratives are created in isolation back at the office. However, "...enduring narratives that are dreamed up in isolation have a hard time changing and responding to what’s happening out there amongst their audiences."

 

So true! The opportunity Richey points out is for marketers to listening and dig into real time conversations/engagement that is happening on social networks/the web and tap into the stories being told. The next step is to respond to the stories being told with ones of your own.

 

Here's what Richey misses, though: he assumes listening to stories is the same as listening to any conversation. But it is not. Story listening requires listening without an agenda (so people feel genuinely heard), and then asking reflective questions of the storyteller to understand meaning, motivation, desires, emotions, etc. Story listening on social media/the web is no different. So maximize the opportunity -- learn to deliberately story listen instead of just winging it. Watch my TEDx talk for the process: https://www.youtube.com/watch?v=ahN_FDHFWmg

 

Read all of what Richey has to say and start your story listening now, and make it a great week!

 

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

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Patagonia: What's Been Learned From Mixing Storytelling + Activism

Patagonia: What's Been Learned From Mixing Storytelling + Activism | Just Story It! Biz Storytelling | Scoop.it
Campaigns and Advocacy Director Hans Cole talks about the new doc Jumbo Wild, how the New Localism strategy is evolving, and more.
Karen Dietz's insight:

Here's a fascinating article on specific storytelling strategies Patagonia has been using in its marketing and activism that is really paying off.

 

They are focusing on strategies like "New Localism" and internal nimbleness. And really leveraging the stories of their Ambassadors (i.e., not company stories).

 

This is great stuff and they are really on a roll. There are lessons here for all of us. What insights from the article can you adopt for your business to accelerate your success?

 

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

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Creating an Authentic Brand Story to Improve Trust

Creating an Authentic Brand Story to Improve Trust | Just Story It! Biz Storytelling | Scoop.it

What’s in a story, though? How does the story develop authenticity? More to the point, how does such a story create that trusting feeling that customers crave?

Karen Dietz's insight:

Neil Patel has written a terrific blog for kissmetrics on brand storytelling. What I particularly like about this article is how he helps companies get their heads on straight about storytelling. We all can learn from this.


First Patel goes into how stories create trust. It's a good synopsis, and we should all be familiar with this now.


Next he tackles why your brand story must be about real people. It has to have a personality. The key word here is "people", not "person". Go read his opening sentence to this section. I love it.


He goes on to talk about the need for simplicity in your brand story -- and I get it. Save longer more involved stories for other biz storytelling occasions.


Patel discusses several other key elements, and the ends the article articulating the transition between telling a story and a customer buying a product. It's very elegantly said. Most companies focus on the transaction and use storytelling to get there. Patel points out that without the story, a transaction may never happen. It's all about where companies need to place emphasis. I couldn't agree more. Read Patel's own words - they are better than mine.


There's more here and every point Patel makes is backed up with examples and links to explore. Awesome!


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

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Do Storytelling: Content Is Crap via @Curagami & @Digitaltonto

Do Storytelling: Content Is Crap via @Curagami & @Digitaltonto | Just Story It! Biz Storytelling | Scoop.it

Saturday Riff: Content Is Crap
Content Is Crap shares our thoughts (in blue) on Greg Satell's HBR article. Greg's post is one of the most important content marketing posts we've read. 


http://www.curagami.com/content-is-crap-riff/?v=7516fd43adaa


Via Martin (Marty) Smith
Karen Dietz's insight:

OK -- here's an article to definitely pay attention to.


Fellow curator and top notch marketer Marty Smith shares his thoughts on the original HBR article "Content Is Crap" that came out Oct. 30: https://hbr.org/2015/10/content-is-crap-and-other-rules-for-marketers


Marty adds his own comments to the original article so you get twice the insights. Yay!


What do I think about both pieces? They are right on. What both posts point out is how the mindset of marketing needs to change to create more engagement and to capitalize on relationships. The steps are laid out for is here. Taking these steps will lead you to a new understanding of storytelling.


As Marty points out, the cure for mediocre content is better storytelling. We need to upgrade to Storytelling 3.0.


So how do you upgrade your business storytelling? Through workshops and practice. BTW -- I still take storytelling workshops with top people in the country! It's an ongoing craft, not a 4 hour class or a how-to book (sorry folks).


Marty's article is important to read. Go dig into it now. Thanks Marty!

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Authenticity rules in Storytelling!

Authenticity rules in Storytelling! | Just Story It! Biz Storytelling | Scoop.it
These examples of brands effectively telling stories via advertising underscore the notion that authenticity is an integral aspect of a successful content marketing strategy.
Lianne Picot's insight:

So authenticity is still in. Phew! Although I winced a little at the idea of marketers making sure their stories 'read as honest' (I prefer actual honesty over perceived), this article gives some good pointers for brands in creating more authentic stories for themselves. Watch the 'Brononymous Hotline' video for a good laugh!


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

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How to sell a tale: the power of stories in marketing

How to sell a tale: the power of stories in marketing | Just Story It! Biz Storytelling | Scoop.it
Brands aren't built on facts and statistics alone. Connecting with customers means understanding and deploying the power of stories in marketing.
Jim Signorelli,Story-Lab's insight:

This article provides a number of great points when it comes to the efficacy of brand storytelling, most important of which is the power of fiction over fact. 


However, it, like many articles on brand storytelling takes a point of view that I believe can be misleading.  It is the notion that the brand's role is to make the customer the hero.  


Many will (and have) disagreed with my contention that this limits the opportunity for the brand.   This is because we have always been taught to believe the customer is king or queen.  This may be true when it comes to a brand's service ethic, but this thought can get in the way when it comes to brand storytelling.


Consider this: Hero's are people we aspire to and emulate, not so much for what they do, but for what they value and believe in.   They provide us with a purpose that resonates with our own beliefs about what is important. 


I realize this could get into a lengthy article as opposed to an insight. So I'll just ask you to think about the brands you love and admire.  Are you emotionally attached to them because of the functions they perform or because of what they represent?  Here's yet another thing to consider:  When you see an ad that implies that a given product is going to make you a hero to your kids, or the envy of your neighbors, do you believe them? 


This review was written by Jim Signorelli for the curated content on business storytelling at www.scoop.it/just-story-it.


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Jim Signorelli,Story-Lab's curator insight, September 3, 2015 12:18 PM

This article provides a number of great points when it comes to the efficacy of brand storytelling, most important of which is the power of fiction over fact. 


However, it, like many articles on brand storytelling takes a point of view that I believe can be misleading.  It is the notion that the brand's role is to make the customer the hero.  


Many will (and have) disagreed with my contention that this limits the opportunity for the brand.   This is because we have always been taught to believe the customer is king or queen.  This may be true when it comes to a brand's service ethic, but this thought can get in the way when it comes to brand storytelling.


Consider this: Hero's are people we aspire to and emulate, not so much for what they do, but for what they value and believe in.   They provide us with a purpose that resonates with our own beliefs about what is important. 


I realize this could get into a lengthy article as opposed to an insight. So I'll just ask you to think about the brands you love and admire.  Are you emotionally attached to them because of the functions they perform or because of what they represent?  Here's yet another thing to consider:  When you see an ad that implies that a given product is going to make you a hero to your kids, or the envy of your neighbors, do you believe them? 

Rescooped by Jim Signorelli,Story-Lab from Story-Lab: Better Chemistry Through Storytelling
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Why most brands take the wrong approach to storytelling and big data

Why most brands take the wrong approach to storytelling and big data | Just Story It! Biz Storytelling | Scoop.it
Vision Critical Summit speaker Douglas Rushkoff gives a preview of his keynote and shares his perspective on the evolution of brand storytelling.
Jim Signorelli,Story-Lab's insight:

See what you think.  I agree that that fictional brand storytelling might present problems.  However, I do disagree with Douglas Rushkoff's assertion that consumers are primarily interested in "the facts."  If that were the case,, 30-seconds of bullet points would be sufficiently persuasive as a TV commercial..  Storytelling is about adding emotion to facts.  I've never seen anyone give a pie chart a standing ovation.  I would be interested in your comments. 


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

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Jim Signorelli,Story-Lab's curator insight, August 17, 2015 1:33 PM

See what you think.  I agree that that fictional brand storytelling might present problems.  However, I do disagree with Douglas Rushkoff regarding his assertion that consumers are primarily interested in the facts.  If that were the case, 30-seconds of bullet points would be sufficiently persuasive.  Storytelling is about adding emotion to facts.  I've never seen anyone give a pie chart a standing ovation.  I would be interested in your comments. 

Scooped by Karen Dietz
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What's Your Story Strategy? Why Every Organization Needs One

What's Your Story Strategy? Why Every Organization Needs One | Just Story It! Biz Storytelling | Scoop.it
Storytelling isn't just for startups, small businesses, or mom and pop shops. Every company needs a storytelling strategy to grow a loyal customer base. Learn the fundamental types of stories and start developing your own today.
Karen Dietz's insight:

When I give business storytelling workshops we always spend time on the essential set of stories every business needs to share. There are basically 4 types: your origin story, people and results stories, your future story, and you "why I" stories. That gets folks started.


But in truth -- there are many more stories organizations can share. My colleague Kathy Klotz-Guest wrote this article and talks about the other stories companies need to craft and tell. It's a great list! Thanks Kathy.


I hope these spark your imagination, give you great ideas, and you start crafting these additional stories.


May the story force be with 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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Art Jones's curator insight, August 5, 2015 8:55 PM

When I give business storytelling workshops we always spend time on the essential set of stories every business needs to share. There are basically 4 types: your origin story, people and results stories, your future story, and you "why I" stories. That gets folks started.


But in truth -- there are many more stories organizations can share. My colleague Kathy Klotz-Guest wrote this article and talks about the other stories companies need to craft and tell. It's a great list! Thanks Kathy.


I hope these spark your imagination, give you great ideas, and you start crafting these additional stories.


May the story force be with you!


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

Johan Sundström's curator insight, August 7, 2015 12:55 PM

When I give business storytelling workshops we always spend time on the essential set of stories every business needs to share. There are basically 4 types: your origin story, people and results stories, your future story, and you "why I" stories. That gets folks started.

 

But in truth -- there are many more stories organizations can share. My colleague Kathy Klotz-Guest wrote this article and talks about the other stories companies need to craft and tell. It's a great list! Thanks Kathy.

 

I hope these spark your imagination, give you great ideas, and you start crafting these additional stories.

 

May the story force be with you!

 

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

Scooped by Karen Dietz
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The Wrong Way To Tell A Biz Story -- Cartoon

The Wrong Way To Tell A Biz Story -- Cartoon | Just Story It! Biz Storytelling | Scoop.it
The wrong way to tell a business story...

@tomfishburne #contentmarketing #storytelling #brand #brandmarketing pic.twitter.com/xNauok9L54
Karen Dietz's insight:

LOL -- once again cartoonist Tom Fishburne hits the nail on the head.


It's Friday and time for some fun. Hope this brings a grin to your face. Check out Tom's other cartoons at https://marketoonist.com/

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