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Once upon a Time at the Office: Learning to Recognize, Interpret and Tell Stories in Organizations

Once upon a Time at the Office: Learning to Recognize, Interpret and Tell Stories in Organizations | Just Story It Biz Storytelling | Scoop.it

This study investigates the use of narrative in organizations by (1) examining current organizational storytelling practices in a variety of industries and (2) identifying key features that characterize stories with powerful impact. Sixty survey respondents reported narrative is used by leaders to transfer knowledge, shape culture, and motivate or curtail employee behavior, as well as by employees to manage stress. Interviews with eight experts on narrative revealed, perhaps surprisingly, that skimping on details is what makes stories powerful.


Consider this post more a long-read but rich with great material. I love the bar charts about the findings, and the articulation of exactly what makes stories 'stick.'


The insights are all replicatable for your business.


Yes, this article is in academic-speak. But don't let that stop you. It's solid research that we can all use to help us get smarter about biz storytelling, and/or to storify to share with clients.


Good job!

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Karen Dietz's comment, March 11, 2012 9:19 PM
Glad you like this one too!
Just Story It Biz Storytelling
Story as a path to transformative leadership & business success    www.juststoryit.com  619-235-0052
Curated by Karen Dietz

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About The Just Story It Curation

About The Just Story It Curation | Just Story It Biz Storytelling | Scoop.it

Here are the best articles from across the web that I can find on using stories and storytelling in business.


And visit my website for more information about my speaking, writing, coaching, consulting, and workshops at www.juststoryit.com 

Karen Dietz's insight:

Editorial Statement For This Collection:

Thank you for visiting this curation of articles on business storytelling. I've chosen them because they actually make a contribution to our knowledge and wisdom about stories, show us how to apply stories to growing our businesses, or give valuable how-to tips.


I weed out all the junk. And besides, who needs another post in why storytelling is important?? Where's the beef?? We want the meat!


Based on my 25+ years of biz story experience, (plus a PhD in Folklore) I've written reviews of each article to share what I like best, what you can get from reading the article, or what may be missing in the article.

 

How To Find A Topic: Click on the Filter icon above (look for the 'funnel' shape), and view the tags. Select one that interests you, or type in a keyword in the search box. All the articles with that tag or keyword will appear.

 

I may occasionally review an article that I think is problematic as a way to educate us all, although most I will simply pass over. If you wonder if I've seen an article that is not included here, send me a message and I'll respond.


How To Suggest An Article: If you find an article you think I'll be interested in, click the 'Suggest' button above, past the URL of the article, and I will receive it. Or write me a comment with the URL by clicking on 'Reactions' at the bottom of any article. You will see where can post a comment, which I will also receive.

I trust you find many great insights and tips here. Many thanks for visiting and enjoy the articles!


And I hope you will also visit my website for more tips and tools, & take the free Story IQ assessment so you can see how well developed your storytelling skills and knowledge is: http://juststoryit.com/story-IQ.htm


Karen Dietz

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Miklos Szilagyi's curator insight, October 10, 11:56 AM

Curation within curation... clever...:-)))

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What Almost Everyone Misses in Brand #Storytelling: Five Parts

What Almost Everyone Misses in Brand #Storytelling: Five Parts | Just Story It Biz Storytelling | Scoop.it
If an organization is effectively doing brand storytelling, it's likely they stop with way too soon. Here are five parts every story must include.

Via Jessica Kelly
Karen Dietz's insight:

Author Gini Dietrich writing for the Spin Sucks blog gets it right with this post. Companies churn out tons of content, call it storytelling, and it usually misses the mark.


Her list of 5 critical parts every story needs will help fix this if companies are willing to put in the effort.


The only piece I would add is to augment tip 5 -- The Protagonist. Dietrich mentions that you, your company, your product, or your service is the protagonist. But it is also essential to add your customer in as the hero. Otherwise you'll be doing a lot of personal chest thumping about yourself or your offerings and that will only take you so far.


So gather the insights from this article for better storytelling, include my recommendation, and you will soon be far ahead of your competitors.


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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Jessica Kelly's curator insight, October 27, 6:36 PM

Just because you're a business brand doesn't mean you can skimp on an engaging story line. Here are five key story components, from Passion to Transformation, that we shouldn't forget.

Bart van Maanen's curator insight, October 30, 9:49 AM

Aardig verhaal over 5 elementen die het Grote Bedrijfsverhaal zou moeten bevatten. Als deze kapstok maar onzichtbaar blijft en het een echt verhaal is of wordt.

LaraBadioli's curator insight, October 30, 10:24 AM

Mostra ad un bambino le tue storie aziendali: se non vorrà nè vederli nè leggerli, non vanno bene. AL contrario, se si appassiona, avrai un nuovo modo tra le mani per emozionare e sentire i tuoi clienti.

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Storytelling Neuroscience -- Rethinking Training + Online Courses

Storytelling Neuroscience -- Rethinking Training + Online Courses | Just Story It Biz Storytelling | Scoop.it
How can the neuroscience of storytelling help you create online courses?
Karen Dietz's insight:

This article by Ahmed Mori of SchoolKeep is written for educators but applies to anyone in business doing training or delivering online courses. There are great points made here about:

  • your brain on stories
  • tips to take advantage of storytelling
  • and a few cautionary thoughts


Here is what I like about the post:

  1. There is a clear research example given confirming that storytelling process both sensory parts of the brain while concurrently stimulating language processing areas.
  2. That stories do more than inform or entertain -- they stimulate critical thinking skills, capture non-linear situation complexities, and construct new knowledge.
  3. There is such a thing as bad storytelling.
  4. That the "storytelling" of marketing is a misnomer


The only point I take exception to is a quote by author Christian Salmon of Storytelling: Bewitching the Modern Mind, who says that "stories are moving away from being spontaneous cultural practices to methods of manipulation citing examples like George W. Bush, Steve Jobs,..." 


Oh please. Manipulation with stories has been going on for 100,000 years. Think the Crusades, the European witch hunts, the Holocaust, etc. But also think of Winston Churchill, Gandhi, and Christ. That's why we need to get really smart about storytelling -- both as storytellers and listeners.


And storytelling remains just as spontaneous as it ever was, thank you very much!


OK -- off to my accountant's office. While I'm gone, go read this really good article and I'll post my next article + review tomorrow.


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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Give Awesome Presentations With These 5 Storytelling Tips

Give Awesome Presentations With These 5 Storytelling Tips | Just Story It Biz Storytelling | Scoop.it
Get your audience's attention and keep them engaged with these tips on public speaking.
Karen Dietz's insight:

Article Link: http://bit.ly/1wCLi0E 


Here is what I like about this article: the concrete examples of stuff most people say in a presentation that doesn't work, and then rewrites to show how to storify that statement, or share a story instead.


Delivering great presentations takes lots of practice and delivering occasional duds. Yet if you follow the advice here in this article, you can nail it every single time. (**Secret: the same tips apply to creating awesome blogs)


I really like the example of how to turn a statistic into a story. After incorporating these tips, I hope all your presentations are award-winning!


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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Miklos Szilagyi's curator insight, October 28, 4:38 AM

OK, OK, one more about the presentations... it would be one plus more than needed if this presentation-business were not so difficult (allegedly it's one of the greatest fear to speak publicly - I can attest this...:-)))... So, it is a short one and a good one...:-))) 

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5 Must Know Tips to Telling a Great Story

5 Must Know Tips to Telling a Great Story | Just Story It Biz Storytelling | Scoop.it
I’m sure you’ve been at an interview or a dinner party or a fundraiser and someone asks…”tell me about yourself”. Most of us define ourselves by the list of things we have done, the places we’ve been, the schools we’ve attended. But that’s not who we are. We are a collection of stories, not fables,... Read more »
Karen Dietz's insight:

Article Link: http://bit.ly/1sYpgEU 


Here's a quick article for our Friday with really good tips for better storytelling.


I like how the author, LeeAndra K starts first with figuring out who the real character is of the story, and then focusing on defining the problem and struggle. This is so much better than trying to adhere to a specific story structure or template.


Enjoy this piece and have a great weekend!


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: Why Doctors Need Them

Stories: Why Doctors Need Them | Just Story It Biz Storytelling | Scoop.it
In an era of systematic clinical research, medicine still requires the vignette.
Karen Dietz's insight:

Here is an article about stories from a completely different field -- psychiatry -- with some key insights about storytelling for us all.


These insights are not about how to use stories in therapy (narrative therapy), nor are they about the psychological inner workings of storytelling that make people buy stuff.


Instead, this article by Peter Kramer, a clinical professor of psychiatry at Brown University, points out the value of stories and vignettes as an important counterbalance to the prevailing "narrow, demanding version of evidence-based medicine". He also discusses how far stories should inform medical practice.


Kramer goes on to list the number of reasons why doctors of all types need storytelling in medicine.


The reason I was particularly struck by is that stories can set a research agenda. Whoa -- that's new. He then goes on to give a perfect example of how this can, and has, happened.


Another reason to embrace stories is the risk of moving toward a monoculture of treatment based on narrow data. As Kramer says at the end of the article, "We need storytelling, to set us in the clinical moment, remind us of the variety of human experience and enrich our judgment."  Well said.


What are the implications for businesses? Well, we need stories to counterbalance big data, to help discover and set new research agendas with customers and competitors, and the like.


Go read the article for the other reasons why medicine needs storytelling because each point applies to the business world too.


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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Jeremy Pollard's curator insight, October 23, 4:52 PM
I love the simple, direct power of a story. Stories 'click' open circuits in our brain that help us hear, and think differently.
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Bedtime Stories, Innovation and Leadership Success--Critical Connections

Bedtime Stories, Innovation and Leadership Success--Critical Connections | Just Story It Biz Storytelling | Scoop.it
One night, as I begin to read a bedtime story to my six year old daughter, she stops me and says –“Dad, why don’t you tell me a story instead of reading it?” I set the book aside and my mind is
Karen Dietz's insight:

Article Link: http://linkd.in/1oqcHUh 


I've been traveling and working (the kind where you fall exhausted into bed early) but am finally back home and curating. While on the road I've been gathering a nice collection of articles to share with you this week.


This first one comes from Karthik Rajan, Regional VP, Sales at GDF SUEZ in Texas. It's a wonderful article about how bedtime stories with his daughter turned into keen insights into creativity and leadership -- like assumed constraints -- which are business lessons for us all. I really like how Rajan weaves together storytelling in personal and professional life -- because that is how life actually happens! 


This is a well-written post and one I know you will enjoy. It's perfect for the beginning of the week.


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

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Who Really Created Modern Tech? The Forgotten Female Programmers Story

Who Really Created Modern Tech? The Forgotten Female Programmers Story | Just Story It Biz Storytelling | Scoop.it
The Innovators, Walter Isaacson's new book, tells the stories of the people who created modern computers. Women, who are now a minority in computer science, played an outsize role in that history.
Karen Dietz's insight:

Article Link: http://n.pr/1q83Cuf


Now here's a story you rarely hear -- all about the women mathematicians who created our modern computers.


This is a wonderful read, and a perfect way to end the week. As usual, women's contributions are off the radar screen. Yet it is inspiring to read how much they contributed to the creation of computers. These women were front-and-center, not help maidens. Who knew??!!


Read this fascinating story. And oh, BTW -- there are tons of these backstories laying around just waiting to be told. What fascinating backstories can you tell about your business and the people involved?


Happy Friday! Happy reading!


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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Business Storytelling 101: A 7-Step Refresher

Business Storytelling 101: A 7-Step Refresher | Just Story It Biz Storytelling | Scoop.it
Seven strategies for making people care about your message.
Karen Dietz's insight:

Article Link: 

http://blogs.hbr.org/2014/10/a-refresh-on-storytelling-101/


I haven't curated an article in a while about the necessary core story elements needed for effective business storytelling. So when I ran across this one by JD Schramm, I thought it would be a good refresher -- just like the title says.


All of the elements/qualities Schramm mentions are solid. I want to particularly point out the first piece of advice he gives -- never say, "I'd like to tell you a story about...." Instead, just drop us into the action/experience of the story.


Why? Well first, because it's not needed and wastes time. Second, because it can often set up unconscious barriers to the story ("Aww, just give me the facts; don't bother with the story") before you even begin. Now who wants to do that?!


Enjoy this refresher -- you'll either be able to check off the boxes and pat yourself on the back, or easily figure out where to beef up your storytelling for better results.


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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Storytelling Tips When Speaking To The Same Crowd Again And Again And Again

Storytelling Tips When Speaking To The Same Crowd Again And Again And Again | Just Story It Biz Storytelling | Scoop.it
I usually write about the challenges of professional and executive speaking, but there’s one speaking gig that presents difficulties even most pros don’t have to face: preaching. Preachers face the same audience (mostly) week after week, year after year, and have to somehow persuade them to listen afresh every Sunday. Even [...]
Karen Dietz's insight:

Article Link: 

http://www.forbes.com/sites/nickmorgan/2014/10/07/whats-the-toughest-speaking-challenge-of-all/ 


Here's another fabulous article from Nick Morgan who writes about sharing stories to the same group over time. Think of your employees. Or the different market/customer segments you address.


Storytelling again and again and again to the same group is tough stuff. How do you do that and not be boring?


Morgan comes up with 9 ways to not get into a rut while continuing to enchant your audience(es). Gotta love that!


Keep this list hand -- especially if you are a leader or content marketer. And guaranteed, these 9 tips are a lot of fun to do. Enjoy!


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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malek's curator insight, October 9, 7:28 PM

Public speaking phobia: how to preach?  

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Story Doing: CVS' Bold Move to Align Behavior With Values

Story Doing: CVS' Bold Move to Align Behavior With Values | Just Story It Biz Storytelling | Scoop.it
In February, CVS Caremark announced that it would stop selling cigarettes in all of its 7,700 stores and 900 walk-in clinics, effective October 1. The company implemented the change a month ahead of schedule and changed its name to CVS Health to align its brand and purpose of “helping people [...]
Karen Dietz's insight:

Article Link: http://onforb.es/1yHyZVK


Last year a minor splash occurred when research was released about the difference between storytelling companies and story doing companies: http://www.storydoing.com/welcome 


The research was pretty flawed but the endeavor is a noble -- and important -- one.


This post is all about CVS drugstore's move to stop selling cigarettes in its stores (eliminating $2 billion in profit) because doing so is inconsistent with a company promoting health.


It seems CVS is becoming a story doing company. The article goes into more of the story behind the move, and then talks about the power of aligning values with actions for companies -- as a long-term strategy (versus continuing to cell cigarettes as a short-term tactic).


It's a good read and hopefully will inspire all of us to get better at aligning values with actions, or being a better watchdog making sure they stay well matched.


The bottom line -- way better storytelling. You get to tell better stories, employees will start sharing these stories of alignment, customers will share your stories more because they love it when a company walks its talk, and customer acquisition goes up.


Now what's not to like about that?


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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LOL--putting a story spin to your day job + Uber hired a new head storyteller.

LOL--putting a story spin to your day job + Uber hired a new head storyteller. | Just Story It Biz Storytelling | Scoop.it
Storyteller: the Job Title You Can Have, Too!

Uber hired a new head storyteller. What if we all got to put a narrative …
Karen Dietz's insight:

Well, Uber did NOT hire a new chief storyteller -- they hired a PR/spin/campaign manager to help it fight its regulatory battles. But it is a great lead-in to the rest of the fun here.


This post -- cartoons poking fun at biz stories -- will definitely bring a smile to your face :)


Happy weekend!


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 Power of Leaving Something Out: Storytelling

The Power of Leaving Something Out: Storytelling | Just Story It Biz Storytelling | Scoop.it
Leave it incomplete so others can complete it.
Karen Dietz's insight:

Article Link:

http://blogs.hbr.org/2014/10/the-most-engaging-ideas-leave-something-out/


This is a brilliant article about a dynamic of storytelling that often goes unrecognized in the business world -- the value of the listener creating their own meaning about the story being told.


What I love about this post by Matthew May is that he explains the business advantage of deliberately leaving things out so people will jump in and finish the story/add their story/create new stories to fill in the gaps.


He uses examples from Toyota, In-And-Out Burger, and Apple to illustrate his points. Run to read this article and then start plotting and planning how you can use this technique in your company and business 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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Valerius Terapeuta Holistico's curator insight, October 3, 10:29 AM

adicionar a sua visão ...

Alexis Niki's curator insight, October 3, 10:41 AM

When telling a story for business or otherwise, what you leave out can be as important as what you put in.

Michael Williams StoryCoaching's curator insight, October 5, 3:11 PM

Great storytellers know that by leaving out a lot of unnecessary description, you engage your listener's imagination. "Suggest, don't tell." Give your audience the silence and space to engage with the story. If not, they become passive as you are doing all the imaginative work for them. This article gives some media examples of this in practice.

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Halloween Stories: How Pumpkins Became "Jack O' Lanterns" + Last Minute Costume Ideas

Halloween Stories: How Pumpkins Became "Jack O' Lanterns" + Last Minute Costume Ideas | Just Story It Biz Storytelling | Scoop.it
The name “Jack O’ Lantern” was originally one of the numerous names given to ignis fatuus (Medieval Latin for “foolish fire”), another of which is “Will O’ the Wisps”, basically the odd light that can occasionally be seen over marshes, swamps, and the like. “Jack O’ Lantern” first popped up being used this way around the mid-17th century in East Anglia, UK and spread from there through parts of England, Ireland, and Scotland.
Karen Dietz's insight:

It's Halloween tomorrow and time for some fun! I've got a list here of cool posts I've found to help us celebrate this favorite holiday.


All Things Pumpkin

First up is the story about how carved pumpkins became known as 'Jack o'lanterns'. It's based on an Irish folktale. Ignore the author's side comments -- hey, it's a folktale, OK? -- and enjoy Jack's creative solutions and eventual comeuppance.


Next, wander over to the article "10 Crazy Facts About Pumpkins" that had me saying, "Who knew?!" http://time.com/3544386/10-crazy-facts-about-pumpkins/


For some great eye candy, next check out these fab photos of amazing carved pumpkins -- something maybe to try out on our own for next year. They are beautiful and inspiring! http://www.mymodernmet.com/profiles/blogs/john-reckner-roger-williams-park-pumpkins 


There's Still Time For An Awesome Costume

Now if you are like me, I'm always scrambling at the last minute for a costume. I am also a big fan of duct tape -- the handyman's secret weapon. I even travel with a small roll for any kind of emergency, LOL! So here's a link about how to use duct tape to make 15 Halloween costumes. Right on! http://mashable.com/2014/10/18/duct-tape-costumes/?utm_reader=feedly 


But how about if you have a group of friends or co-workers and you want to dress up together? Never fear -- here is a post with fab examples of 20 best DIY group costumes you can still whip together http://www.brit.co/diy-group-costumes/


Have fun and Happy Halloween!


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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Good Storytelling--Why Your Brain Loves It

Good Storytelling--Why Your Brain Loves It | Just Story It Biz Storytelling | Scoop.it
Studying the neuroscience of compelling communication.
Karen Dietz's insight:

Article Link: http://bit.ly/1tj3Kea 


Here is an Harvard Business Review (HBR) article from researcher Paul Zak with more information about the neuroscience behind why stories work so well.


Zak explains the latest they have found in their brain research on storytelling. It's good stuff! And we now know more about what stories produce in the brain.


LOL -- we've known storytelling works because it's been around for 100,000 years. Now science can tell us why. And now when I work with clients I often have to start with the science of storytelling so people will accept that storytelling works. This just goes to prove Zak's point that we always want to know the "why" before taking action!


Enjoy reading about the latest insights on the neuroscience of 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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Why Any Leader Should Embrace Story Listening Before Storytelling

Why Any Leader Should Embrace Story Listening Before Storytelling | Just Story It Biz Storytelling | Scoop.it
“What I’ve seen is a leader doesn’t start with storytelling, they start with story listening.” -John Maeda, Design Partner, KPCB During the past two years, B2C as well as B2B marketing leader…
Karen Dietz's insight:

Article Link: http://bit.ly/1yFRJRQ 


B2B companies must engage in storytelling to enhance their growth, says author Tony Zambito. That's not new news to us -- and in fact, applies to all businesses.


But what I particularly like about this article is how Zambito focuses on developing the skill of story listening in order to make that B2B growth happen. And Zambito should know -- he's an expert in creating buyer personas -- a critical storytelling step for marketers.


The author shares a video from John Maeda who does a fabulous job talking about how story listening always comes first for leaders -- of any kind, in any industry -- and then links this practice with design thinking, human-centered marketing, empathy, and vision.


Since 2001 I've been training my leadership clients first in story listening and it's made all the difference. I love how Maeda has put it all together in such a succinct and engaging way.


Enjoy this article along with the video. The author did a great job putting together the material. You'll be glad you watched it and gathered the wisdom from this post!


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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Elaine Cox's curator insight, October 29, 11:25 AM

... as also depicted so graphically in the Channel 4 series Undercover Boss.

pbernardon's curator insight, October 30, 2:43 AM

L'écoute des autres est toujours source de compréhension, favorise la confiance et la collaboration.... Le storytelling est l'outil d'écoute au service des autres , la boucle est bouclées.

Hoang-Anh Phan's curator insight, October 30, 3:22 AM

Stop story tell for a moment. Story listen to understand the reality of your team and organization. This is fundamental in #agile and #holacracy. 

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The Story Of Oreo: How An Old Cookie Reinvented Itself

The Story Of Oreo: How An Old Cookie Reinvented Itself | Just Story It Biz Storytelling | Scoop.it
In 2013, Oreo changed its image, and maybe changed advertising, with a real-time marketing coup.
Karen Dietz's insight:

Article Link: http://bit.ly/1zpAOHs 


This is a long read to enjoy over the weekend. It's the fascinating story about how the marketers in charge of the Oreo cookie transformed themselves from boring bureaucratic old school to hip modern and savvy branders.


The story is full of intrigue and contains many lessons in why organizations, marketing, new ideas, and storytelling fails. And in the end, the group was victorious.


Plus here's another take-away: when I run across companies who say "We tried storytelling and it just didn't work," it's usually all the dynamics cited in this article that are the real reasons why. 


Enjoy this article while eating a few Oreos  -- I know you will get a lot out of both.


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 GE Wins Big With B2B Corporate Storytelling

How GE Wins Big With B2B Corporate Storytelling | Just Story It Biz Storytelling | Scoop.it
“Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.” Beth Comstock, CMO of GE. The above c…
Karen Dietz's insight:

Article Link: http://bit.ly/1yZ5TQW 


Ahhhhh -- here's an article that is music to my ears!


It's all about how GE is working with the principles of storytelling to provide buyers more than just information about product specifications. GE is deliberately working with stories to create the human connection with each other that we all desire.


How do they do that? This article, written by Tony Zambito for the Business2Community blog explains a lot about their approach. Like spending lots of time on listening first. Yeah!! That is a foundational skill for storytelling and a key commitment for GE.


There are 4 other story principles GE follows. I love "learn imagination". Another thing I like about this article is that there is not a distinction made between corporate storytelling and brand storytelling -- they are viewed as one and the same here, not discrete activities. Thank heavens.


Read more about how GE approaches its storytelling. You too can use the same principles with the same great results.


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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Clayton Bye's curator insight, October 23, 10:10 AM

More and more businesses are hiring writers to create stories about their products or to create stories for their customers, whether that be for a product or for a company blog or web page..

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Corporate Storytelling: Want Results? Be Story Brave

Corporate Storytelling: Want Results? Be Story Brave | Just Story It Biz Storytelling | Scoop.it
Corporate Storytelling: Coming To Your Emotional Rescue - 10/03/2014
Karen Dietz's insight:

Article Link: http://bit.ly/1s3010r 


Here's a quick post with a very important message: most corporate storytelling is lackluster because companies and leaders want to play it safe. They want rosy stories that don't rock the boat. 


But that's the antithesis of great storytelling -- and it won't get you the ROI you seek. As the amazing performance storyteller Elizabeth Ellis says, the best storytelling is about "comforting the afflicted and afflicting the comforted".


Effective business storytelling takes courage, and this article gives us a good dose. As Lou Hoffman, CEO of the PR firm The Hoffman Agency says, "Be story brave. Story is worth fighting for."


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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Reframing The Climate Change Story: Nature Is Speaking And She Is Pissed

Reframing The Climate Change Story: Nature Is Speaking And She Is Pissed | Just Story It Biz Storytelling | Scoop.it
A new Conservation International campaign uses some famous voices to remind us nature doesn't need us, but we really need nature.
Karen Dietz's insight:

Article Link: http://bit.ly/1vWWJSn


I curated this piece because it's a fascinating example of how the 'story' of climate change is in the process of being reframed. It's a good lesson in storytelling -- about why a story fails, and how to correct it.


Storytelling in business doesn't work all of the time -- for a variety of reasons. But when it does, it can produce phenomenal results.


Here we have the 'story' of climate change that has not worked for several decades. As one top environmental scientist lamented to me during one of my workshops, "We scientists keep sharing the same information and data over and over again and expect different results. I think storytelling is the change that's needed." Oh, so true!


One of the lessons of storytelling is to make sure your story has identifiable characters. That means real people with names and faces.


In this re-framing of the climate change story, the major shift occurring here is that the character isn't the planet (hard to relate to) but people (easy to relate to). Yes, finally!


This related article tells the backstory about the UN Conference on the Human Environment in Stockholm during 1972. The entire focus of the conference was the impact of climate change on humans -- not the planet. http://onforb.es/ZinDHl 


This article explains how one of the great declarations of our time (and seemingly forgotten) from the conference is the environment is really about people. It's a great read, putting the newest messaging about climate change into context.


Enjoy this peek into an evolving story as it moves away from what doesn't work and morphs into (hopefully) a story that does work. Let's all keep on the hunt for more signs of this evolving story to share with each other and learn from.


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 Do We Make Audiences Sit In The Dark When Telling Stories?

Why Do We Make Audiences Sit In The Dark When Telling Stories? | Just Story It Biz Storytelling | Scoop.it
Stage lighting is bad for the speaker and the audience.
Karen Dietz's insight:

Article Link:

http://www.forbes.com/sites/nickmorgan/2014/10/09/why-do-we-make-audiences-sit-in-the-dark/


OK -- great question! Why DO we make audiences sit in the dark when we are sharing our stories???


Here's a secret from the story performance world -- rarely do professional storytellers tell stories to a dark auditorium. We most often ask for the house lights to be turned up so we can see the audience.


Why? Because storytelling is a co-created experience involving deep listening with the audience so you can connect with them and make slight shifts in the story to fit the moment. And that can't happen when you can't see the audience.


As the author Nick Morgan says in this post -- let's stop having audiences sit in the dark. Turn up the lights! It will make for better storytelling.


Read the article for several more concrete and practical reasons for keeping the lights on :))


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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Ali Lock's curator insight, October 11, 2:21 PM

#shortstory

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6 Ways to Spark Customers to Tell Their Stories in Social Media

6 Ways to Spark Customers to Tell Their Stories in Social Media | Just Story It Biz Storytelling | Scoop.it
End radio silence in your social channels

Storytelling is the oldest form of marketing, whether on cave walls, on chairs in a general store, or in those 30-second scenes we call TV commercials. But for thousands of years, storytelling in marketing w...
Karen Dietz's insight:

Article Link: http://huff.to/1scOKza 


Here's a handy list for anyone wanting to increase their engagement with customers/prospects on social media.


All of these can be used to encourage customers to share their stories.Is it straight-up storytelling? No. But it's a great list to get people engaged. And that's where storytelling starts.


So use these to your advantage. And you might think of more, too! Just make sure that at some point during the process you access customer gold by using an actual story prompt to get folks to share an actual story.


Use a statement that actually sparks a story like, "Tell me about the time when...." or "Tell me what happened when...."You get the idea :))


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 British Airways Tells Emotive Customer Stories - Brand Stories - New Age Brand Building

How British Airways Tells Emotive Customer Stories - Brand Stories - New Age Brand Building | Just Story It Biz Storytelling | Scoop.it
“ I can’t believe it took me this long to find this gem. Happened across it while reading this excellent post shared by the Sandstorm Digital curation team. Watch how British Airways India tells the story of an Indian Mom, her expat son, his longing for home and the touching story that everyone can relate to. No [...]”
Via Omar Kattan - New Age AdMan
Karen Dietz's insight:
Thanks Omar (fellow curator) for finding this gem! And readers -- here's another great example of a company doing business storytelling right. As Omar says, the company isn't mentioned until the end. These kinds of stories are everywhere in your business, and you too can tell them. Time to get busy and emulate British Airways if you aren't already.
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Omar Kattan - New Age AdMan's comment, October 8, 12:13 PM
Thanks for sharing Karen!
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Wow! How to Jump Customer Acquisition 400% With Storytelling

Wow! How to Jump Customer Acquisition 400% With Storytelling | Just Story It Biz Storytelling | Scoop.it
Stop struggling to craft authentic and compelling stories and discover how to create content to engage consumers online and inspire them to act.
Karen Dietz's insight:

This is not an article about how to craft a business story that has a positive return, it's about how to strategize your storytelling when sharing online. This is critically important for any business or nonprofit.


Author Christine Comaford gives 3 specific steps for marketers to connect with audiences on their home turf, share a story without selling anything, and specific ways to track ROI.


One of her most important points is to set the stage to let people in online communities share their stories. Yes! It's not always about sharing your stories....over and over again.


She then gives 8 steps to a story that delivers results. You would think that those steps would be the typical advice for crafting a story -- but it's not! Instead, it's 8 steps for creating a story brief. A story brief is an incredibly important strategic storytelling tool if you want results sharing stories online. 


Part of the story brief is crafting + sharing a story to get the party started. That's called modeling a story for the audience in an online community. This follows the principle of "to get a story, share a story first" because your story will spark stories in others that they will want to share.


At the end, Comaford gives 3 examples of companies who have gotten mega-results with this approach.


Don't leave home without these pieces for your storytelling success. And oh yeah -- don't forget to craft a really good story in the process :)


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 Peace Sign And Its Untold Story

The Peace Sign And Its Untold Story | Just Story It Biz Storytelling | Scoop.it
The peace symbol originated as a logo based on an "individual in despair... in the manner of Goya's peasant before the firing squad."
Karen Dietz's insight:

Article Link: 

http://www.fastcodesign.com/3036540/the-untold-story-of-the-peace-sign?partner=rss


It's Friday and time for a break after a long week. I found this article that tells the backstory of the peace sign. 


I loved it, particularly because I learned how it actually came into being, who designed it, and what happened in the early days.


Truly this symbol from England (who knew?) has persevered and become part of our global language. It's a great story. Happy reading!


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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