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Scooped by Karen Dietz onto Just Story It |
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Karen Dietz's comment,
March 2, 3:44 PM
I agree Annette! It would be a wonderful and enriching experience.
DERICK JOSE's comment,
March 9, 7:53 AM
Thanks Karen ... this was a brilliant share ... changed my perspective dramatically ...Keep them coming
Karen Dietz's comment,
March 10, 2:20 PM
Thank you Derick! So glad you found it helpful and I will keep 'em coming :))
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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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When faced with creating a conversion-focused SEO landing page, what should our copy focus on?
Karen Dietz's insight:
I read this article and immediately thought "Wow! This is helpful for knowing how to focus stories in the sales process!" It is written using the lens of crafting landing pages and converting readers. But don't let that stop you! The chart works for any kind of marketing/sales activity. The less an audience knows about your product or service, says the author Brian Massey, the more you need to use stories to create awareness. Massey suggests that the more your audience knows you, the focus shifts to product and price info -- and stories are less essential. Well, OK -- to a point. When focused solely on conversion or making the sale, I'll agree. But if you subscribe to relationship marketing -- that's connecting with prospects and turning them into loyal customers by building a long-term relationship with them (for ongoing sales), then keep telling stories all the way along the relationship matrix. For example, in this chart when people are Most Aware of your product/service, then the stories you share are all about your customers. Product and price messages will only go so far. Share stories about your customers using your product/service and how their lives are different as a result. For us biz storytellers, use the chart by adding 'stories' before each category along the bottom of the line:
I hope this article gives you both ideas, and greater confidence how to focus your biz storytelling in the sales and conversion process! This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it 
Patricia Stitson's curator insight,
May 8, 12:56 PM
Reminds me of the 'flipped classroom' or learner centric model.
Karen Dietz's comment,
May 10, 12:09 PM
Thanks for your input Annette and I love what your client did! Glad this matrix proves helpful.
Karen Dietz's comment,
May 10, 12:10 PM
Thank you Amy and Patricia for your comments also! Both are insightful.
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Karen Dietz's insight:
Yeah! What a terrific video from story and sales professional Michael Harris. I love how Michael walks us through the process of creating a story that sells. Do you know what part of the story needs the most focus from you inorder to make the sale? And it is not the ending or call to action!! And I really like the notion of a buying vision that Michael offers to us as another tip. Oh yeah, and he tells us how to make the customer the hero, not the victim. That's essential to master. I also am thrilled that he makes sure we all understand that when telling your story to a prospect, it is just as critical to listen to their story in return if you wantto be successful. Better yet, there are examples he shares of a story that won't sell, and a story that will. Double yeah! Thanks Michael for these great tools. Now go watch the video and get those stories in shape so you can make those sales and increase your biz :) This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it 
Kim Zinke (aka Gimli Goose)'s curator insight,
March 22, 8:37 PM
Thanks Karen Dietz for finding this. See her comments below for a great description of what is covered in the video, powerpoint, story template, and the bad and good story example. Delete the scoop?
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The skills of a great influencer are learned, not innate.
Karen Dietz's insight:
What a great article about influencing, moving people to action, and sales. Biz storytelling is all about that. Yet there's ambivalence around it too. Who wants to be a snarky salesman?! Enter Dan Pink, one of my favorite authors, and his new book To Sell is Human. The author of this article, Heidi Grant Holvorson, reviews Pink's book and makes fabulous points on her own. As Halvorson points out, Pink says that moving people (selling, persuading, influencing) is an essential component of nearly everyone's job in the modern workplace. Doing so well and effectively without being a slime ball means making sure the ideas and products with genuine merit do the moving. This helps avoid the traps of manipulation and intimidation. I really like Halvorson's insights, her willingness to tackle the stereotypes of sales, and bring us Pink's latest work. I've commented before on transactional storytelling (using stories for sales) -- not because I think it is bad, but because I don't want us to lose sight that there is much more to business storytelling than at the level of mere transaction. Pink, I think, helps us frame influence and moving people to action as we tell our stories in sales/influence/persuasion functions (these are not synonymous terms, BTW) -- in a way that really works. Now I certainly want to get his book to add to the others of his in my library. Anyway, thought you should see this article. Lots of good material here (and it is not long). I hope you gain more comfort with sales and storytelling, and be able to conduct your influence/sales work in your business or organization with more confidence. This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it 
Ozzie Gontang, Ph.D.'s comment,
February 21, 5:18 PM
To alter a perception. An explanation masquerading as fact.
Karen Dietz's comment,
February 21, 8:01 PM
Fabulous comments Ozzie! The one about 'telling I can't sell' and being 'sold' on that made me smile :)
Ignacio Conejo Moreno's curator insight,
February 22, 7:25 AM
Debe ser cierto que hay personas "nacidas para vender", pero cualquiera puede ser un vendedor eficaz; nadie es "malo" de por sí en ningún area, todo se puede aprender, a lo mejor no se llega a ser un fuera de serie, pero la capacidad de aprendizaje siempre está ahí. Delete the scoop?
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"From annoying pop-up ads to often completely irrelevant video pre-rolls, the clutter is causing consumers’ “BS meters,” as digital rock star Gary Vaynerchuk has called them, to become more sensitive and accurate than ever before."
"So while the speed of technology is increasing, it’s interesting to note that one of the hottest trends in online marketing might just be the age-old art of story-telling."
"What does this mean? To cut through the clutter, businesses need to stop annoying, and start telling stories." - Lisa Ostrikoff Via Ken Jondahl
Karen Dietz's insight:
Ken Jondahl's review below says it all. Whenver I see a cluttered website I know people are lacking storytelling skills. Novice storytellers always add too much detail. So if your website is too cluttered, it can't tell a great story. So polish your storytelling skills and upgrade your website. It's essential to gain business growth. After the article makes this main point, the rest we already know. And yet they are good reminders for us. And I like the quotes. Thanks for finding and sharing the article Ken! 
Ken Jondahl's curator insight,
February 14, 8:46 AM
The article focuses mostly on the visual marketing via web/ads/etc and is dead on in the conclusions. However, think about your sales people.
Are they really prepared to go out and have conversations with customers which include great stories around your company, the people and how you help customers?
If not, the next time an annoying pop up ad hits you in the face. Think about how your customers feel when your sales person visits and goes on and on about the product features and benefits.
It is not about it, it is all about how it is used. In sales we need to get to the point and tell a great story around the product usage. 
Free Web Designer's comment,
February 14, 11:43 PM
Write For Guest post Free backlink http://su.pr/AlIGhb
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Top Sellers are Great Storytellers: A simple framework for harnessing the power of anecdotesWhat sets top sales people apart?
Karen Dietz's insight:
Here is a niftly article that not only talks about the importance of storytelling in sales to boost the bottom line, but also includes a formula, and a free downloadable template. Yeah! The formula is pretty good. The only issue I have with it is that it still positions the company -- not the customer -- as the hero. We know that for max effectiveness, we want to make the customer the hero. It is a subtle but important change -- because if the customer is the hero, your prospect will see themselves as the next potential hero. And your next customer. That is a good thing. So how would you shift the formula given? In section 3, instead of saying "Working with their [key sponsor’s role], we helped them implement [brief description of our key capabilities] that allowed them to [brief description of benefits]" try this: "Working with their [key sponsor’s role], our client was able to use our [brief description of our key capabilities]. As a result [share what THEY were able to accomplish] that allowed them to [brief description of benefits]." That is only one suggestion. How else would you rewrite the formula to make the customer the hero of the story? There are other good insights here and don't forget to download the free template! This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 
Trumans's curator insight,
February 10, 5:49 PM
The human psyche is tuned in to story telling - that's why books, songs, movies and TV are so popular - everyone loves a story. The best thing you can do in business is to know your story and then share it in a continuously enthralling way.... a la Coca Cola... Delete the scoop?
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10 Ways Customer Stories Help Companies Sell http://t.co/3JwGufQB via @Savvy_B2B... Woo hoo! If there was any doubt about the necessity for crafting and promoting your customer's stories, then this quick post will dispell them all. Customer case study specialist Casey Hibbard shares some research from Gartner about the impact of customer stories on sales, and then lists specifically how customer stories can lead to business growth. As I'm rebuilding my website, I'm taking Casey's advice -- and hope you do too. Oh -- but make sure you are actually writing customer stories to share and not testimonials. Testimonials are critical -- yet they are mostly valuable opinions from customers about their experience with you. That's part of your 'story' but they often are not really stories. Soooo -- write mini-stories or storied case-studies about your work with customers to receive the full impact of your customer stories! 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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"Have you ever looked at your marketing materials and thought, “that’s not really me?” Been there. In fact, my (thankfully last) resume comes to mind. And, oddly, my mind wandered a bit, thinking how most marketing materials similarly fail to tell us what’s really unique about a brand." Well, I am embarrassed to admit this, but the author of Story Works, Sharlene Sones, asked me to review her new e-book months ago -- and I am just now getting to it. My apologies Sharlene! But better late than never I guess. I love this book. For several reasons:
Content -- Sharlene does a masterful job at guiding us through the business applications of story. She touches on everything from marketing/branding, unique proposition, sales, to leadership, culture, career development, and back. Whew! That's a lot of territory to cover. But she does it well. Sharlene explains how story will make a difference in these areas -- and WHY it does. And she gives us tips for using story in several applications. As a bonus, there are lots of story quotes to add to your list, along with examples from companies to make her points. What I particularly like is her focus on story as conversation -- and that story sharing is where the real leverage is in org story work. I may quibble a bit on some of Sharlene's points -- are testimonials really stories? Depends on the definition you use. For me, not so much. But the bulk of Sharlene's material is so right on, I am not going to be so picky. Sharlene also tackles 'engagement' as a topic and brings to light the story dynamics involved in that. I think there is still a lot to learn about storytelling and engagement in business, but this gives us a good start. I wish there had been more focus on listening, too. Implied in Sharlene's book is how transformative stories can be in business. A lot of what she talks about is story at the transactional level -- even when story provides inspiration and meaning. For example -- when a business is really in the story groove, stories have the potential to change both the teller and listener. Story as transformation in business is the next frontier I think. I could say more, but I'm running out of space. This book is inspirational and a good kick in the pants for bringing story into your core business activities. If you want a great e-book primer on business storytelling, this is it. If you want to go deeper, dig into the books by Annette Simmons and Steve Denning. You do have to buy this book. But you can also download a chapter for free. I have absolutely no affiliation with Sharlene other than we are colleagues and both went to grad school at the Univ. of Pennsylvania. Happy reading! 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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"What good is having a content marketing plan if it doesn't create leads and sales for you?" Delete the scoop?
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Although the value of your offering is overwhelming, customers resist. Why? Here's a quick article from Michael Harris that makes a powerful point: if you want to increase your sales, engage prospects in buying simulations (a special type of story) that do your selling for you. I also like the SlideShare piece that comes along with this, and the free downloadable guide. Master buildling and sharing these scenarios and see your sales rise. Now that's a good thing! PS -- if you want more on story selling, follow fellow curator Ken Jondahl and his Story Selling curated content at http://www.scoop.it/t/story-selling 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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A very good friend of mine, Real Estate Coach Darin Persinger wrote a post this week called Storytelling Isn’t Marketing poking some holes into how we can be quite guilty of buying in to the ‘new shiny tool’ or in this case the ‘new shiny idea’.
This post is from author Teri Conrad and is an excellent reminder of how storytelling is re-shaping marketing. Teri makes great points here:
- Success in marketing is about applying systems and following through. Even if you have compelling stories, without a system very little is going to happen.
- People buy the Why of your product/service, not the What (features).
- Embody the "what can I give?" perspective.
- Focus on creating fabulous experiences for customers/clients.
- Know and communication your purpose -- get clear on that.
Points 2-5 are all about how you frame your stories and then convey them. I would add one more -- make sure you are authentic!
Using stories in your marketing can be very powerful. Follow these principles to ensure success with your business storytelling.
Now go read the full article for all the other insights to be gained here :)
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 #1 trait of a persuasive story is how “engaging” the story is.
There are a million writing blogs that will go on and on about how to craft amazing stories, but is any of that (potentially good) advice backed up by research? In fact, there is an additional study conducted by Green & Brock that addresses just what makes a story engaging. Here’s what they found:
Wow!! My entire review just disappeared! Well -- go read this great article anyway :)
Here is what to pay attention to: all the solid tips -- based on research -- on how to create better stories. They are great. Particularly modeling, irony, imagery, and going beyond the digital campfire. There's lots more to this article that what I have mentioned here.
So go read it. In the meantime, I'll chat with the Internet Powers That Be to hunt for the original review I wrote in whatever black hole it has found itself in! Ay yi yi ....
Karen Dietz, for her curated content on business storytelling at www.scoop.it/t/just-story-it
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My first ever interview for a sales job consisted of one question and lasted less than a minute. How I answered that question, and what followed, was one of the defining moments in my sales career. It just happened to occur before that career had even begun.
Now here is a great example of effective storytelling and story selling by sales professional Andy Paul in several ways:
- It is a terrific story that is the entire blog post (conveys messages through the story; does not contain lots of information with a little story sandwiched in between).
- The story conveys principles on multiple levels (personal values, sales values, corporate values)
- The story demonstrates/shows the value of integrity -- Andy doesn't talk about it, he brings us into his experience.
- The story contains all the elements of a compelling story (setting, problem, drama/tension/conflict, resolution), including a key message at the end.
- It is easy to read (language, layout, length).
LOL -- Andy's a client -- can you tell?!
And I love that the story is about sales, but is not trying to sell you anything. Yet after reading the story, I bet most people would be very interested in purchasing and reading Andy's book.
You too can do this in your blogging and on your website. The more stories you can tell following the points above, the more trust (and sales) you will gain.
Thanks for sharing one of your stories Andy!
This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it
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What's actually going on in the brain when it processes language? And if words affect the mind in different ways, are some more persuasive than others?
Karen Dietz's insight:
Stories are made up of words. So when we are sharing our business stories -- especially the ones we use in sales and marketing -- what words should we be using to generate the results we desire?
If you are curious about that, then this article is for you. Written by Leo Widrich at LifeHacker, Widrich gives a terrific overview of how the brain handles different words.
He then goes on to give advice on which words are more persuasive than others, and gives good examples too.
I love his advice on how to ask questions, on removing 'is' from your language, and avoiding adjectives.
The only suggestion he makes that I disagree with is talking no longer than 30 seconds in a given conversation. Huh?? Doesn't ring true. And I don't think you will come across as authentic if you stick to this rule. Seems silly. If the human brain can only take in 30 seconds of input, we are all toast. And it's unbelievable. So ignore this section.
Other than that, there is really good information here than can help you!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Victoria Garcia, www.Marketing-Impressions.com's curator insight,
April 13, 2:04 PM
Public speaking is persuading, after all. Vic
Victoria Garcia, www.Marketing-Impressions.com's comment,
April 13, 2:09 PM
Wow! What an interesting post. I learned long ago as a probation officer in Texas, I could send someone to prison on the same set of facts depending on the language I used. This is one of the best articles I've ever read on the topic.
Karen Dietz's comment,
April 16, 12:38 PM
Thanks Vicki! I'm so glad you found it both powerful and helpful. Hope you are doing well :)
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An article by Nick Usborne about how copywriters get it wrong with the sales hook approach to sales copy.
Karen Dietz's insight:
This is a quick but very useful article about what NOT to do when beginning a story.
The post is geared toward creating sales copy -- on your website or promo materials.
And here is what I love -- the author, Nick Usborne, explains why 'hooks' often don't work and gives an example.
Then he shares an example of what does work.
Beginning and ending a story are two areas where most people have trouble. Usborne helps us get started in our storytelling the right way.
In the end he elevates story sharing from a simple transaction (let me hook you so I can sell you something) to relationship marketing/sales (let's get to know each other so you can evaluate whether my product/service is a good fit for you).
Thanks Nick for these great insights and tips!
This post was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Suzanne Izzard's comment,
March 17, 8:51 AM
I love it when an article promotes people into dialogue, it shows the depth of feeling the article has prompted. For me authenticity is key in all communication and Nick thank you for writing and sharing this .
Karen Dietz's comment,
March 17, 2:49 PM
I agree Suzanne. The more 'real' we can be, the better a business does. And authenticity is so refreshing in this age of hype!
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Karen Dietz's insight:
Hey -- what a great example that Michael Harris has put together for us! Here are two examples -- one of a story used in sales that DID NOT work. In other words, no sale resulted.
In the second example we have a story that DOES work -- resulting in a sale.
If you are incorporating stories into your sales process, then this post is for you. We need more examples of what works and what does not work in order to refine our storytelling and grow our businesses.
Enjoy this post and I hope you get some good ideas for how to tweak your stories 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
Jeanne Melanson's curator insight,
February 17, 10:02 AM
This is a very good article. For anyone who uses other people's stories and successes in your business, it's a must read.
corneja's comment,
February 17, 6:12 PM
Why the link doesn´t work in my case? I have tried to accede several times and always got a 404 Page Not Found! :-(
Karen Dietz's comment,
February 18, 12:03 PM
Hi -- don't know why the link doesn't work. Here it is again: http://insightdemand.com/uncategorized/customer-story-sells-doesnt-why/
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Content marketers can learn about audience building & engagement from renowned author Robert Munsch. Improve your strategy with tips from a storytelling master!
Karen Dietz's insight:
When finessing your biz stories and creating content using stories, I love what both the author of the aritcle, Miranda Miller, and Robert Munsch say: "Let your audience love you first."
In other words, don't try to influence anyone to do anything until you have established a relationship and given something of value with your audience first without expectation of an immeditate economic transaction.
A story can be a gift. So can other things. And the author provides some ideas here.
Overall, this is a nice piece with good reminders, and I really like the insights on ways to connect with your audience in order to build your business.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Janine Lloyd's curator insight,
February 5, 12:24 AM
A must read about storytelling for Content Marketers
Laurence Roelants's curator insight,
February 5, 2:47 AM
Magnifique leçon qui nécessite une évolution des mentalités des marketers traditionnels: offrir de la valeur avant de penser à vendre quoi que ce soit ....et garder l'enthousiasme intact!
Two Pens's curator insight,
February 5, 12:00 PM
Munsch immersed himself in the world of his industry and audience. It takes more effort to do it but pays off in the long term because you understand the context and what people are interested in better.
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Yesterday Corporate Visions announced the results of its fourth quarter industry survey on visual storytelling, which was taken by more than 300 busi (Visual Storytelling Survey Yields Startling Results http://t.co/9p79HOHu)...
Karen Dietz's insight:
Well, here is an under-utilized visual storytelling technique -- using whiteboards during sales presentations.
According to this latest research, whiteboard visual storytelling -- or let's say any kind of visual storytelling -- in not being used during presentations, which is negatively impacting sales.
Wow! If you do any kind of marketing/sales presentations for your company, you might want to pay attention to this research.
Time to go build those visuals to grow the business this year!
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it
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"Storytelling appeals to how the brain processes information. Here's five ways to make that work for your business. (Business Storytelling: Do you tell stories about your company and products to appeal to customers?"
Hey folks -- while the how-to tips are nothing new, what I do like about this post is the example the author, Geil Browning, shares about her business Founding Story (one of the core stories every business needs to tell). She tells it in an engaging way, you can experience the difference it makes when she's talking with clients about the 'why' behind her business.
Yeah! I always like really good examples to share with you. And I am sure that Geil's sales do increase because she is willing to tell this story.
So try it out! Geil's story should give you some good ideas for how to get started and craft your story.
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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To win people over, create tension between the status quo and a better way.
Here is a quick and concise post on the essential elements of creating a presentation as a story from presentation master Nancy Duarte.
I love how she chunks the presentation down into manageable chunks and gives examples as we go along so we can really get it.
Now you have this template, there's no excuse for creating 'death by PowerPoint'!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Giselle Hardt's curator insight,
March 23, 10:15 AM
Voici les principes que je ne cesse d'inculquer aux participants de mes formations...l'époque des présentations ennuyeuses et révolue, place au storytelling dans les présentations.
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Social Media Marketing Podcast 008: In this episode Derek Halpern talks about how the power of persuasion moves people to action.
No doubt about it -- the toughest part in crafting effective business stories is the ending.
In other words -- your key message along with the words and phrases you use at the end to move people to action. That is the point of business stories, isn't it?
We all need help with this and it is not all that easy to do. So while this article and podcast doesn't have stories or storytelling in its title or text, it is undeniably about business narratives -- and how to have them work for you.
Just keep it authentic folks. It is easy to turn storytelling into manipulation. It's a fine line to walk. So pay attention to that dynamic and keep trying to do your best.
Read this post, listen to the podcast, and keep mastering how to (authentically) move people to action with your stories.
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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I love this article and am using its tips and outline this week for several presentations I am doing. While it is focused on sales, this post follows the same pattern I use when teaching my MBA students on business communication and influential presentations.
Keep this article/outline handy because it works!!
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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In the world of website development, they say content is king. In the world of training/education, you can provide truckloads of content, but it's really context that rules.
Why Include Scenarios?
I like this article! Hey -- in business we are constantly having to educate people about our product or service. So here's an idea for you -- use scenarios in your presentations to get everyone involved in on-the-spot learning. Providing someone an experience of your company, product, service builds instant connection, rapport, and transfers knowledge.
The author has a terrific diagram in the article about creating scenarios along with lots of great links.
Now if you are a trainer, scenarios are not new to you, but I bet you will find the info and links shared here a valuable resource!
Thanks @IdeaLearningGroup for sending me this link :)
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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Many marketers and salespeople believe they are in a selling war against their direct competition.
How do you use stories to make a sale? By following the 4 principles here:
- bring in context to create urgency
- use contrast to add value
- share before and after stories
- and bring in visual tools
The article written by Tim Riesterer has great examples to share to illustrate these points and make them useable for you.
If you are a sales professional strugging to make your quotas, then bring these principles into your prospect conversations and presentations.
If you want to grow your business yet dislike sales, then use this guide to get you out of that slump!
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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Listening is one of the four fundamental competencies of a professional sales person, and yet, many sales reps fail to do it well.
Want more business? Want to engage customers? It is all about listening!
Here's what I like about this article -- it is all about listening and doing it in such a way that it actually evokes stories.
There is even a script given that is actually leading a potential customer into sharing their story. This leads to (as the author says) "From a sales person’s perspective, the more we listen, the more different positions, motivations, opinions, and nuances we are able to understand and accommodate. The wiser and more capable we become. Since we are able to understand an ever-growing panoply of positions and opinions, we are able to feel a rapport with more and more customers, and move closer to a consensus position with them."
There are good examples and how-to tips here that will help you listen better and evoke stories from customers. Enjoy the read.
Review written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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I've started watching this 1:38:55 hour video by JD Schramm at Stanford University's business school on concise storytelling and I already know I'm going to love it.
Schramm does a marvelous job teaching storytelling and you can find his first video "How To Tell Your Story For Impact" (it is just as long but excellent) in this curation. Here's the link: http://www.gsb.stanford.edu/news/headlines/schramm_impact_2011.html
Now he is tackling how to make business storytelling short, sweet, and to the point. It's geared towards leaders but anyone will benefit from watching this. Apply these lessons to marketing, branding, content creation, and sales, too.
So sit back and enjoy. I know it is going to be well worth it. If I find it isn't, I'll come back and rewrite this review!
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it