From Rohit Bhargava, Founder, Influential Marketing Group and the author of Likeonomics
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Scooped by Karen Dietz onto Just Story It |
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All the best info on storytelling to lead and grow your biz. Contact us today! (619) 235-0052
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I'm still waiting for the company who will crack the code of storytelling — just like Vladimir Propp did for fairy tales — and get it right every time, with every product launch. (Image credits: Mario Lapid, Wikimedia Commons) ... LOL -- this article heated up the Twittersphere last night, and with good cause. It's message is simple and clear: if you want lots of sales when you introduce a new product or service, you must tell a story! For most of us, we've already figured that out. What I like about this article is that the author, Romain Dillet shares his experiences of new technology product launches from Apple, Samsung & Microsoft at recent conferences. His conclusion? Apple definitely fell of the wagon and did not proivde a story. Microsoft definitely did not tell a story -- both of these companies defaulted to promoting product features. Boring -- as the author says!! He points out that being able to hold the new iPad in one hand is a 'use case' (how someone would use the product) and not a story. Samsung got closer. The author included a link to a Samsung commercial that was a story -- about the phones features, LOL -- I watched it and it sounds like an interesting 'use case' to me! The Samsung commercial is a fun poke at Apple, but the story line is all about the bigger screen and weight. That .is OK but it doesn't get the story job done. OK -- so where does that leave us? To avoid defaulting to product features or use cases, for starters make sure your story has a problem and resolution. A challenge to overcome. Something meaningful to happen. Check out another article I curated with a great example so you can see exactly what I mean: http://www.scoop.it/t/just-story-it?q=how+to+weave+a+story So who does tell great product stories? Nike and Lego come to mind. If I had more coffee this morning I'm sure I'd think of others. In addition, the author cites someone near and dear to my heart -- Vladimir Propp from the Russian School of Folklore who published The Morphology of the Folktale in the 1920s. Propp was the first to diagram the common structure of fairy tales which Joseph Campbell, Chris Vogler and others have used ever since. Anyone who cites Propp in an article gets a gold star from me! Overall, even though the examples Dillet gives don't quite hold up 100%, there are still lots of good insights here that make this worth reading. And yes, every successful product lauch does need a good story! Do you have a good example to product launch + story to share? This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it Delete the scoop?
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Stories have defined our world. Even though this post is almost a year old, the great information it contains is evergreen. Here Smashing Magazine author Francisco Inchauste shares the ins-and-outs of storytelling for designing software and applications. Whoa, you say -- I'm not a geek! Well, for all those non-techie biz people out there, here's terrific primer on how to use stories/narratives for understanding your customers, building your products/services to meet their needs, and designing your branding. As this author says, "In this article we’ll explore how user experience professionals and designers are using storytelling to create compelling experiences that build human connections." He then explores the story arc, how the brain processes an experience, discusess defining the user & user-centered goals, and then shares a process map that you can adapt to your specific business. These are great insights and tips to get us all ready for our business innovations and customer connections in 2012. Delete the scoop?
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Nifty how-to article on bringing storytelling into software development. I like the synopsis of story elements and approaches included in the article.
Great minds think alike, and fools seldom differ." Delete the scoop?
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Dave Mamet tells us that story is what happens to the protagonist in pursuit of a goal. Storytelling is all around us and is becoming more and more imbedded in the guts of our technology. We know storytelling is critical in software User Design (UX) and now we see it popping up in Information Archictecture (IA) -- a vital piece in website design and branding. You need to know about this in order to have a fully functioning website and an effective brand. I am not a geek but this Slideshare presentation made totally perfect sense to me! Be willing to continue to expand your horizons for story applications . . . + improve your website + your branding. Delete the scoop?
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Learn why we need storytelling at the heart of user experience and product development.
This is a great and very thorouogh presentation about the necessity of storytelling for product creation and design. It walks you through the steps of how to think about a project from a story perspective, and the benefits of doing so.
I wish they had added more material to the actual story creation piece, however. They left out the critical pieces of how to evoke stories from customers to get at the heart of their needs, how to use storyboarding to design the product, and how to bring storytelling's sensory material into the design and evangalizing parts of the process.
But as an overview and clear explanation about storytelling and user design, this is a great presentation.
Thanks to fellow curator Gregg Morris for pointing me to this article on his Story and Narrative Scoop.it. Via Gregg Morris Delete the scoop?
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For all the tech heads out there, this article is about bringing the elements of a good story into user experience design. It's a great overview, based on the book "Storytelling for User Design" by my friend Kevin Brooks. Enjoy.
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Here is a example packed SlideShare presentation about 15 marketing trends for 2013 that Bhargava has identified.
As you can imagine, since it is the end of the year, I've looked at a ton of these kinds of lists. This is by far the best one I have found.
And 3 of the 15 trends have to do with storytelling: Partnership Publishing; Precious Print; and Back Storytelling.
What I love about Bhargava's work are all of the examples shared to back up his trends. Even for the trends that don't have to do with storytelling, this piece is well worthwhile.
I also really like that at the end of the slides he gives us his 2012 list and shares if the trends materialized or not. Even better, he then shares his own back story of how he identified the trends for 2013.
This is a very complete list and dense with material to chew on. It can certainly help our businesses in 2013. Enjoy!
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it