"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.
- Lack of authenticity ("I can make stuff up or evade the issue to sway you").
- A focus on persuasion (If you do X you will receive Y) instead of influence (engagement, inspiration, truth telling).
- 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