Just Story It! Biz Storytelling
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Just Story It! Biz Storytelling
Growing leader's impact, influence and income through the power of business storytelling                  www.juststoryit.com  619-235-0052
Curated by Karen Dietz
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Five tips for creating a killer corporate narrative

Five tips for creating a killer corporate narrative | Just Story It! Biz Storytelling | Scoop.it
Every organization must have something to say. We call this its ‘corporate narrative’. Here's how to create one for your organization.


Here's another take on what qualities to consider when crafting your business stories.  I like this list because it has a few different twists on the topic than what you normally hear. Such as:

  1. Make it big (who needs a small story about a tiny step?)
  2. Connect to a megatrend
  3. Build a narrative that can last long term

There are other tips and insights here that make this an enjoyable read.  And I hope it sparks some ideas for you!

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Crafting Brands Through The Power of Story

Crafting Brands Through The Power of Story | Just Story It! Biz Storytelling | Scoop.it

However, the stories that have the most long-term impact are those that are emotionally charged with some value or belief that resonates with us: persistence pays, love makes the world go ‘round, crime doesn’t pay etc. This is often referred to as the story’s theme or message, and the more unique the theme, the more powerful the story.


Here's the link that works! 

http://www.business2community.com/branding/crafting-brands-through-the-power-of-story-098981


What I really like about this article is how the author talks about the need for story themes in branding. This is key to creating a brand strategy built in story sharing.


As the author says, "Many brands fall short of story theming in the truest sense of the word. Keep in mind that a story theme idea is different from what many refer to as an advertising theme line. In fact, many and arguably most so-called theme lines are promises or benefit claims. They have nothing to do with a universal belief with which audiences can identify or rally around. Many advertising theme lines would be more accurately labeled 'plot lines.' "


Read more to gain insights into story branding themes and how to make them work for you in 2012. 

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  Branding Consultant Epidemic Spreads. Meaningless Brand Narrative Disease On The Rise

  Branding Consultant Epidemic Spreads. Meaningless Brand Narrative Disease On The Rise | Just Story It! Biz Storytelling | Scoop.it

”Why should people buy these expensive coats?” “Well Brian, we think people are really looking for authenticity…”. “But in these days of austerity aren’t you taking a big risk?” “Well Brian we think authenticity is really what people want to pay for these days.” “But if they can save money do you think people…?” “It’s all about the authenticity Brian, these are Authentic Made In Canada Coats.”


Ahhhh -- a cautionary tale for us all! Or in other words -- when 'authenticity' goes bad.


Here's the deal:  authenticity is NOT the message, it's the outcome. It's the result. It's the goal. 'Authenticity' is not what makes these coats unique -- it is something else and that is what the company needs to articulate.


The way this company is using the word 'authenticity' is just so much hyperbole.  It's at the same level of saying "We are great! Our coats are great! Buy them because they are great! They are great because we are great!" Oh please.


Read this short post with more insights from the author, and please, never ever do what this company is doing.  Good grief -- what are they thinking?? Well, obviously they are not....

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Forget About Branded Content, Tell a Great Story - Forbes

Forget About Branded Content, Tell a Great Story - Forbes | Just Story It! Biz Storytelling | Scoop.it
Image via Wikipedia In a few short years, our ability to forcibly interrupt consumers with our advertising is going to be greatly diminished.  There will be more channels, more content across more screens, and many fewer interruptive ads.  Yes, we...


What great insights this article has! We already know storytelling is key to successful marketing but the author goes even further when saying, "But the concept of branded content is fundamentally flawed. By definition, branded content doesn’t even need to be good content. As long as we remain focused on creating something “branded,” we are missing the entire reason consumers are watching in the first place. It is a very subtle idea that requires brand managers and CMOs to shake off some of their core beliefs about how we talk to our customers."


And, "It’s not logical to think that consumers will ever volunteer to watch or share our marketing, so let’s stop making marketing and instead start telling stories. We need to unshackle ourselves from old formats and embrace an idea that has existed since humans first began communicating."


Read the article for other great words of wisdom -- along with understanding the bleak future of marketing and advertising if we don't shift business efforts into becoming story-centric.


The only piece that's missing in this post is any discussion about the fundamental dynamic of storytelling:  story sharing. It seems the author is still focused on broadcasting stories instead of engaging in swapping stories with customers (i.e. listening to their stories in return).


But one step at a time :) ....

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janlgordon's comment, December 5, 2011 1:06 PM
Hi Robin,
Excellent piece! I love your observations and agree with you - "brands need to engage in swapping stories and listen to their stories in return"
Martin (Marty) Smith's comment, December 5, 2011 10:00 PM
Thanks Khaled. Marty
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The Awesome Power of Family in Social Media Storytelling

The Awesome Power of Family in Social Media Storytelling | Just Story It! Biz Storytelling | Scoop.it
In honor of Thanksgiving, I wanted to write a post about the power of family in social media storytelling. And as you site down to whatever celebration you embrace, think about the videos below and what they evoke within you.


I love this article because of the points it makes about social media and your business stories.  For example: "But first, remember that the goal isn’t to be good at social media. The goal is to be good at business because of social media."


And then: "We want to do business with what we know, like, and trust. Social media can be used to increase the degree to which we know, like, and trust companies."


The article then goes on to demonstrate how a delicatessen in Phoenix, AZ has used stories of its founders to create a loyal customer base.  There are 4 videos to view in the article and I'll let you determine if you think they work or not.


But what I do like is the author saying, "The More You Sell, The Less You Sell...What I love about these videos is that they don’t devolve into promotions-based drivel. There’s no coupon. There’s no “35th Anniversary Special”. There’s not even a call-to-action."


As consumers, we are all becoming jaded about marketing, branding and sales.  So keep this in mind as you create your business stories.  The points above and others in this article may be well worth following.

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Dea Elmi's comment, November 26, 2011 11:38 AM
Wow! Awesome just what I needed for some research and presentation I am working on, thank you! :)
Karen Dietz's comment, November 26, 2011 12:37 PM
Glad it came just in time Dea! Let me know how the presentation goes :)
javiergil23's curator insight, February 23, 2013 10:10 PM

add your insight...

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Why Your Organization Needs a Good Storyteller

Why Your Organization Needs a Good Storyteller | Just Story It! Biz Storytelling | Scoop.it
Most organizations have forgotten the art of storytelling, which is why their messages aren’t being remembered. Here are three points to consider.


There are good messages in this article for us all to remember -- about why storytelling is important and the impact that it makes.


AND -- this article includes tips for what you'll need to share your stories effectively, along with a few ideas on where to share your stories.


It's an enjoyable read for a Thanksgiving holiday weekend :)

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The Nest Thermostat: Values, Passion & Emotion -- A Branding Story

The Nest Thermostat: Values, Passion & Emotion -- A Branding Story | Just Story It! Biz Storytelling | Scoop.it
How a simple thermostat reminds us not to forget the core tenets of marketing, branding and connecting with our customers deeply and emotionally.


This blog post is very thorough in explaining how and why a company making thermostats got it right in sharing its values through its storytelling.


The take-aways the author lists are applicable/adaptable to companies of any size.  It may be harder to think about how to use these tips when promoting your service, but I'm certain there's material here you can use.


Let me know your actual take-aways from reading this by commenting below :)

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a killer whale of a tale.

a killer whale of a tale. | Just Story It! Biz Storytelling | Scoop.it
Happy Silly Fun Fish by Farley Katz...


LOL -- just because it's the weekend and we all need a good chuckle :)

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What's in a Story - Creativity Roundtable - Creativity Online

What's in a Story - Creativity Roundtable - Creativity Online | Just Story It! Biz Storytelling | Scoop.it
Creative leaders discuss the idea of campaign and the usefulness of the word storytelling (What's in a Story: Top Creatives Chat Strategy http://t.co/haJtLJdF #video...)...


Yeah! This group of branding professionals gets it right.  I like how they they talk about storytelling (3 min. into the video), their ambivalence about the word, that companies need to focus on story-enabling, and the need to distinguish between what is share-worthy as opposed to what is simply shareable.


Enjoy watching this short video and when working with your customer stories, take their points to heart.

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Does Your Story Convey Your Leadership [or you]?

Does Your Story Convey Your Leadership [or you]? | Just Story It! Biz Storytelling | Scoop.it

I missed this very short post, but thanks for fellow curator Jan Gordon @janlgordon for bringing this to my attention.

 

The questions below are very similar to the ones I ask when coaching a client on his/her storytelling. So yes these questions are about leadership, and they also are about anyone working with their stories. Here's Jan's review:

 

"I really liked this very short but important piece by Shawn Murphy - It's thought provoking and very valuable for anyone who is in business today.

 

It's absolutely crucial to tell a story, that conveys the essence of your brand message, and connects with your audience.

 

Here are a few questions Shawn asks his readers:

 

**What story do you want your leadership to tell?

 

**What story is told through your actions? 

 

Does your story illustrate what you believe or want?"

 

****As you prepare for this week, think about the story you want to craft through your leadership-in-action.

 

Make it memorable. Leave people touched, moved, and inspired"

 

 


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10 Common Video Storytelling Mistakes (and how to avoid them)

10 Common Video Storytelling Mistakes (and how to avoid them) | Just Story It! Biz Storytelling | Scoop.it
Five years after Youtube's birth there's probably not a newsroom in the land that isn't trying to do video journalism in some way or another.

I say 'trying' because, as you'll probably have seen...

 

Want to create videos about your company and its customers?  Want to shoot an interview with a colleague or an expert you met at a conference?

 

Then follow these 10 tips about what to avoid and how to create a really good video.  It doesn't need to be complicated or high tech, just pay attention to the basic technical issues listed here, and combine it with good storytelling skills. I'm learning to master this medium -- and you can too!

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Five Ways to Make Your Content Stick

Five Ways to Make Your Content Stick | Just Story It! Biz Storytelling | Scoop.it
Creating compelling content is a theme running through the PRSA 2011 International Conference this year.

 

I like this quick article with its 5 bullet points.  4 out of the 5 are all about storytelling and is a quick checklist for developing content that is meaningful and memorable.  There are links to videos to illustrate the author's points, making this article even more valuable.  Enjoy!

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Tom George's comment, October 25, 2011 9:46 PM
Thanks for sharing this today, I put it on http://www.internetbillboards.net hope to get more great curation to share.
Karen Dietz's comment, October 26, 2011 10:06 AM
Thank you Internet Billboards for the sharing! And thank you Hans for the rescoop!
Karen Dietz's comment, October 26, 2011 10:09 AM
Thank you Hans for rescooping the article! Have a great day.
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Make Your Product a Narrative -- #BIF7 | Working Knowledge ®

Make Your Product a Narrative -- #BIF7 | Working Knowledge ® | Just Story It! Biz Storytelling | Scoop.it
The concept of story v. narrative (discussed by John Hagel at the Business Innovation Factory summit #BIF7) can be applied to product innovation: some products are like stories and some are like narratives.

 

This article is great because it gets us thinking in new ways about our products/services and whether they are more like a close-ended story, or an open-ended story. Figuring this out really helps us craft and tell our business stories better.

 

There is an example or two to help us, along with terrific queries near the end of the article that help us answer the open/close-ended question.

 

The language by John Hagel that is used in the article -- story (close-ended) versus narrative (open-ended) -- I don't find useful and think it just muddies the water.  But the rest of the content is so great, I ignore it.

 

Go figure out what kind of product/service you have so you can tell your stories better.

 

Many thanks to Anneliza Humlen @ADHumlen for originally sharing this post!

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15 copywriting [story] formulas that sell like gangbusters

15 copywriting [story] formulas that sell like gangbusters | Just Story It! Biz Storytelling | Scoop.it

In the world of copywriting, there are plenty of arcane formulas. Some are useful. Some are absurd. But all of them are interesting. I’ve collected copywriting formulas over the years and would like to share 15 of the very best.


Now here's a list of writing formulas that could easily be used to structure your biz stories, or used to structure marketing pieces where you add a series of mini-stories!


What a great post to get our creative juices flowing.  And I like that these are proven formulas. I'm taking this post with me to my 2012 biz planning session and will pick a few to use in next year's marketing & story campaigns!

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Launching a New Story With an Old Brand — Old Spice Continues to Win With Ad Spoofs

Launching a New Story With an Old Brand — Old Spice Continues to Win With Ad Spoofs | Just Story It! Biz Storytelling | Scoop.it
[youtube]http://www.youtube.com/watch?v=owGykVbfgUE&feature=channel[/youtube]Old Spice was your...


Do your stories need a facelift for 2012? Then consider the trick Old Spice used -- re-telling its old stories through humor and parody. Could be a lot of fun and a great way to kick-off your 2012 marketing.


It might not work for everyone, but take a lesson from the Proctor & Gamble playbook on how to reconfigure your tired old stories into new gems. Read the author's sage advice, and watch the current Old Spice for some chuckles (and ideas!).

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Using Storytelling to Create Consistent Communication

Using Storytelling to Create Consistent Communication | Just Story It! Biz Storytelling | Scoop.it

"Isn't storytelling an overhyped branding word? Actually, no. Storytelling can be a very important branding tool, if you know how to use it to your advantage."


Well, storytelling is becoming an overhyped branding word, but I agree -- if used properly a business can use it to their advantage with great results.


I really like what the author goes on to say. Specifically, "Engaging your audience emotionally through your story is an important idea to remember, since this may lead to positive psychological co-creation, and effective word of mouth for your business and brand."


The post then goes on to give specific instructions on crafting a brand 'story' so to speak, and gives you homework to do.  At the end, there's a short list of resources to explore.


Good points, and very nicely done. This will definitely help you use your stories to generate your brand.

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ReCourses: Storytelling and Real Storytelling

ReCourses: Storytelling and Real Storytelling | Just Story It! Biz Storytelling | Scoop.it

"Bill Baker (no relation) is nicer than I am, so don't pin any of my introduction on him. I recently spoke to an auditorium of C-level executives, and the title of my presentation was long but revealing: "The Happy Death of Branding, the Next Fad of Storytelling, and the Hopeful Rise of Alignment."

 

I guess that expresses my view of branding: there are a few firms really doing it, and the rest (and majority) aren't doing anything differently than they did before, but now they are calling it branding because it sounds upstream."  


THE ORIGINAL LINK IS BROKEN! HERE IS THE NEW LINK: http://www.recourses.com/recourses-storytelling-and-real-storytelling

What a great post this is about how storytelling can easily get mucked-up when it gets labeled as 'branding' -- especially when most never receive any formal training in storytelling or understand it dynamics.


I love it when the interviewer says, "Real storytelling is a very complex skill, and I can sit for days listening to Bill point out the subtleties involved."


The rest of the article is a recap of an interview with Bill Baker who has decades of experience in corporate storytelling and who you can tell, knows his stuff.  Bill talks about the difference between storytelling and strategic storytelling -- and then gives how-to steps for making sure this is happening.


Go read the rest of the article for great insights about how to do 'strategic storytelling' with your company.


Thank you Gregg Morris @greggvm for this article!


Via Gregg Morris
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Gratitude As A Business Strategy | Fast Company

Gratitude As A Business Strategy | Fast Company | Just Story It! Biz Storytelling | Scoop.it

"Most of us are fantastic complainers. When someone doesn't meet our expectations, we let them know. The problem is, we tend to take excellence--and thoughtfulness, and kindness, and joyfulness--for granted."


What a FABULOUS article! I love it love it.  As the author asks at the end, "Who do you know who is a masterful "thanker"? Do you have any stories or examples of gratitude as a marketing strategy?"


As soon as I read this I realized what a powerful and overlooked business story topic this is.  I'm adding it into my list of business core stories today so I can work with clients on developing these stories.


As we wind up our Thanksgiving holiday and head into Christmas, gratitude continues as a theme.


I would love to hear how adding gratitude stories into your repertoire is making a difference in your business.

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Brand and Social Storytelling: Back-stories!

Brand and Social Storytelling: Back-stories! | Just Story It! Biz Storytelling | Scoop.it
In a sense, to be respected & admired you don't need history as long as you have a "story" http://t.co/YIVpVJYx #branding #marketing...


Well now, here's a thought: "...maybe instead of thinking about your story differs from the competition, think about how your brand story reflects your effort and how that it turn will inspire the consumer to make an effort and in turn elevate their personal story."


This is quite a unique post because the author spends time on the all powerful back-story and its effect on consumers. She gives great examples of how consumer's backstories of your products create more customers who just got to have what you sell.


The article is geared more toward products but could easily be adapted to services (instead of long lines of customers waiting for your fresh baked bread, think of a long waiting list of customers for your servicesthat you are scheduling into next year).


Grab these insights and start working with these different kinds of backstories!

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Biz Success...Marketing Communications Has To Start With The Brand Story

Biz Success...Marketing Communications Has To Start With The Brand Story | Just Story It! Biz Storytelling | Scoop.it

"The opportunities are thus clear: if a company is able to put the evolution of its brand into the structure of a narrative, in which there are protagonists, struggles and outcomes, then the reality of the brand is easier to explain and can be put work more quickly. A brand narrative allows business units to align their work. If that story is also amplified by developing creative and graphic elements, then each marketing and communications function can adapt the narrative and hit the ground running. If the narrative is strong – which means it’s right first time – it can easily be adapted to different markets, segments and solution areas."


OK -- this article discusses the ground breaking restructuring and shift in thinking going on in marketing/branding based on the power of storytelling.  It is no longer about segmented department activities, but about lining up around a comprehensive brand narrative and the leverage this brings.


But if you are not a large company cut up into silos, what does this mean for you?


Whether you are a for-profit or a non-profit, it's simple -- for maximum influence, impact, and cost savings craft your business stories. From there you'll discover your comprehensive brand narrative. Then integrate it into all of your activies and decision making.


Organizing your organization's activities around its brand narrative genearates greater success as this article points out.  Read the post for more specific ways to think and steps to take.

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Tom George's comment, November 6, 2011 11:48 AM
Nice one Karen I shared this on Internet Billboards today
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How Storytelling by Apple, Google, Chevy Led to Success | Guest Columnists - Advertising Age

How Storytelling by Apple, Google, Chevy Led to Success | Guest Columnists - Advertising Age | Just Story It! Biz Storytelling | Scoop.it
In advertising, the art and craft of storytelling is central to building, maintaining and strengthening the bonds between consumers and brands.


I agree with 99% of what is in this article.  It is a meaningful discussion about storytelling, branding, technology and how much branding/ad professionals need to get better at the whole storytelling thing. The authors are Randy Rothenberg, the president-CEO of IAB and Mike Hughes, the president of the Martin Agency.


I actually got even more insights from the 4 comments other people left on the site -- so don't forget to read those also.


Here's my only quibble and it's something I've noticed in many branding articles.  It's the notion that TV, the news media, radio, etc. are the only ways people have been receiving stories for the last several decades.  The notion is that people are now liberated because they can actively create and share their own stories due to technology. That's silly.


Of course people have been making up and sharing stories with each other for millenia.  So let's keep in mind that when professionals in marketing/branding/ad/pr industries talk this way, they are really only sharing about the mindset of their worlds.


Up until recently that mindset has been about the pushing and telling of messages.  Now there is a revolution underway that is about corporations engaging in sharing stories back and forth with customers.


Which gets us back to the point of the article -- we need to think better about our stories, build storytelling skills, and understand the dynamics of story sharing.

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Tom George's comment, November 5, 2011 2:33 AM
Thank you for sharing this today Karen. I think your commentary is good. I shared your piece on Internet Billboards.
Karen Dietz's comment, November 5, 2011 10:13 AM
Many thanks for the shares and re-scoops!
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Humanize Healthcare [or any biz] with a Lasting Impression

Humanize Healthcare [or any biz] with a Lasting Impression | Just Story It! Biz Storytelling | Scoop.it
One way to personalize your hospital and humanize healthcare is to pick people at your facility, shadow them, then tell their stories.

 

Not sure which stories to tell about your business? Then try this technique: pick one person in your company, or one client/customer, shadow them, and tell their story.  This article shows you how by offering a story and an example of how a healthcare company did just this.

 

It's a great win-win: you have a story, they feel great.

 

Thank you to fellow curator @maxOz for sending me this article!

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Getting Your Brand Story to Stick: The science behind making an emotional connection - Active Insights by Hanson Dodge Creative

Getting Your Brand Story to Stick: The science behind making an emotional connection - Active Insights by Hanson Dodge Creative | Just Story It! Biz Storytelling | Scoop.it

This is a quick article with many good points to remember when focusing on your branding and increasing its stickiness.  It's all about storytelling or using story elements.

 

Go grab these tips to remove some of the guesswork in branding.

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[Not Good Storytelling] 13 Common Web Design Mistakes

[Not Good Storytelling] 13 Common Web Design Mistakes | Just Story It! Biz Storytelling | Scoop.it
The online environment is so full of different websites. Hence, you wouldn’t be noticed if you do not have an outstanding website.

 

Use this checklist to avoid bad storytelling via your website.

 

Think of your website as one big story you are telling about your company.  How it is designed, the colors you use, and the content you share together create a story.

 

We all know that a solid structure, great beginnings & endings, a clear key message, and well placed sensory material (among other elements) create a compelling story.  These same principles apply to creating your website.

 

Having an unclear message, unreadable contents, ambiguous value, complicated navigation, long crowded pages, and too many details are all bad web storytelling.

 

Your website is a meta-story, and it is populated by many additional stories.  Read these 13 points of what to avoid so your website is conveying the best story possible about you and your business.

 

Then make sure your site is populated with compelling stories and you are good to go!

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Eliciting Stories in Organizations: Recent Highlights - A Storied Career

Eliciting Stories in Organizations: Recent Highlights - A Storied Career | Just Story It! Biz Storytelling | Scoop.it

Thank you Kat Hansen for putting together this list of questions from several biz story colleagues for finding stories about your business or non-profit.

 

These are exceedingly helpful for any entreprenuer, business, or non-profit to use when figuring out what stories they need to tell about themselves for marketing, branding, or fundraising activities.

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