Just Story It

For the last decade or so, there’s been a gradual shift in how marketers think about stories. Beyond thinking about how the brand tells the story, they’re increasingly focused on how people share the story of the brand.

What is the future of business storytelling? It's not story sharing. It's story making!

This is a quick article by John Coleman about the shift in marketing away from storytelling (past) to story sharing (present) to story making (future).

He's got some good points here and shares ideas about how this is going to manifest.

Enjoy this perspective and then start thinking about how you can make this shift.

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

I just received the story of how Meetup got started in an email today and want to share it with you.  It's a wonderful story of community in response to 9/11.  There are lots of stories to share about 9/11. Yet in the mono-myth of the hero story that we live in today, we typically only hear stories about individuals.  Stories about how communities responded -- the community of heros -- are often overlooked.  And we need to hear these stories just as much as the lone hero stories so we know even better how to respond to tragedies and challenges.  That's why I love the Meetup story.  It's a great business founding story, and it's a great story about community.  Enjoy.

"Fellow Meetuppers,

I don't write to our whole community often, but this week is special because it's the 10th anniversary of 9/11 and many people don't know that Meetup is a 9/11 baby.

Let me tell you the Meetup story. I was living a couple miles from the Twin Towers, and I was the kind of person who thought local community doesn't matter much if we've got the internet and tv. The only time I thought about my neighbors was when I hoped they wouldn't bother me.

When the towers fell, I found myself talking to more neighbors in the days after 9/11 than ever before. People said hello to neighbors (next-door and across the city) who they'd normally ignore. People were looking after each other, helping each other, and meeting up with each other. You know, being neighborly.

A lot of people were thinking that maybe 9/11 could bring people together in a lasting way. So the idea for Meetup was born: Could we use the internet to get off the internet -- and grow local communities?

We didn't know if it would work. Most people thought it was a crazy idea -- especially because terrorism is designed to make people distrust one another.

A small team came together, and we launched Meetup 9 months after 9/11.

Today, almost 10 years and 10 million Meetuppers later, it's working. Every day, thousands of Meetups happen. Moms Meetups, Small Business Meetups, Fitness Meetups... a wild variety of 100,000 Meetup Groups with not much in common -- except one thing. Every Meetup starts with people simply saying hello to neighbors. And what often happens next is still amazing to me.

They grow businesses and bands together, they teach and motivate each other, they babysit each other's kids and find other ways to work together. They have fun and find solace together. They make friends and form powerful community. It's powerful stuff.

It's a wonderful revolution in local community, and it's thanks to everyone who shows up.

Meetups aren't about 9/11, but they may not be happening if it weren't for 9/11.

9/11 didn't make us too scared to go outside or talk to strangers. 9/11 didn't rip us apart. No, we're building new community together!!!!

The towers fell, but we rise up. And we're just getting started with these Meetups.

Scott Heiferman (on behalf of 80 people at Meetup HQ) Co-Founder & CEO, Meetup New York City September 2011"

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Meetup, PO Box 4668 #37895

New York, New York 10163-4668

http://www.meetup.com