Emotions play a far greater role in business outcomes than many executives grasp. In this interview, a Gallup expert talks about the impact of applied behavioral economics in the marketplace.
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Scooped by Karen Dietz onto Just Story It |
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Karen Dietz's insight:
I am seeing more and more articles on why paying attention to human emotions in business is becoming more and more critical.
And of course, for biz stories to work, emotions must be conveyed in order to connect emotionally to your listeners.
In this article, Ed Boyle from Gallup shares why classical economic theory does not work well today, and why pay attention to human emotions does. As he says, "O'Boyle: As technology and other avenues for connecting with customers continue to evolve, we believe that a person serving another person is still the biggest area of untapped potential for all companies. It's a concept we call HumanSigma, which emphasizes the importance of the employee-customer encounter."
Ah ha! This just goes to prove my point that the highest leverage point in biz storytelling is face-to-face interactions where stories are shared orally -- and coming from a place of service. But of course, it goes way beyond the employee-customer encounter. It is also part of leadership and marketing.
And it is also not just about broadcasting a message -- it's about reciprical storytelling.
Enjoy this unique perspective on emotions and business economics.
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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Run, don't walk to watch this incredibly inspiring video about what we are all searching for in our storytelling.
Even though Bobette Buster is speaking about the entertainment industry, her words are incredibly important to anyone who is crafting and sharing their business stories.
Bobette talks about the most powerful stories (and this applies to our biz stories) being ones showing transformation, becoming fully alive, and offering hope. When we think about stories in marketing/branding we often forget these fundamentals. The majority of 'business story' videos I watch these days totally miss these themes and end up being more like digital brochures than real compelling stories that build a growing cadre of loyal customers.
But think about this for businesses: a founding story of an organization is often about being faced with a challenge and overcoming it -- that is showing transformation and offering hope to others.
Business stories about people (customers/staff) and the obstacles they've overcome + the results produced offer the same messages.
I could go on and on. It's better to just watch the 15 minute video. Bobette talked 2 years ago at the Storytelling in Organization's Special Interest Group (SIO SIG) and was masterful. The book "The Uses of Enchantment" she cites was a textbook in my PhD program. I'm currently reading "Inside Story: The Power of the Transformative Arc" and it dovetails nicely with Bobette's talk. I hope you get inspired and lots of ideas by watching this. Delete the scoop?
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Emotions do play an important part.