Stories live in the hearts of humans and should be at the core of every business. Here's how to take a page out of Toms founder Blake Mycoskie's...
"Storydoing" is the latest buzz word in business storytelling and this article by Ty Montague talks about TOMS shoes as a great example of a "storydoing" company.
"Storydoing" is embodying your business stories, where your business stories are part of the DNA of your company. In other words, storytelling is a core competence, and experienced as 'walking your talk'.
Montague is a veteran of the marketing and advertising worlds. And truly, storytelling has been turning that profession on its head. Organizational development folks have for years been working in the trenches bringing storytelling and business actions -- including those of marketing and advertising -- together so people inside and outside the company experience an integrated whole. But it is hard hard hard and the number of companies who have done this are still few and far between. But progress is being made, slow but sure.
The take aways from this article?
- If you are building a brand new company, it's a lot easier to be a "storydoing" company because you can integrate stories into the very fabric of the company from original idea to founding. What is not clear is if "storydoing" can last throughout the business's life cycle, or how "storydoing" morphs and changes as companies mature.
- If you are an established company, if marketing/branding professionals are coming to you saying "We've got to walk our talk more", listen to them. Then start doing the heavy lifting to match your culture and marketing/branding together. Or suffer the consequences!
Montague's recent study about "storydoing" companies includes companies that are still paying lip service to embedding storytelling as a core competence into their culture as a strategic imperative. So there's a ton of work to do.
That's the good news, too! I see plenty of work to keep us story professionals busy :)
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it