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Just Story It! Biz Storytelling
Growing executive'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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Storytelling Builds Empathy: Airbnb Tells Emotional Reunification Story

Storytelling Builds Empathy: Airbnb Tells Emotional Reunification Story | Just Story It! Biz Storytelling | Scoop.it
To celebrate the 25th anniversary of the fall of the Berlin Wall, Airbnb launched a beautifully animated commercial video that tells the true story of two former border guards who were reunited through the lodging website. The ad tells the story of Jorg and Kai who were reunited after Jorg’s daughter booked him a trip [...]
Karen Dietz's insight:

I agree with everything colleague Omar Kattan says in this blog post, particularly his ending statement about empathy and business results.


And I applaud AirBnB (I am a loyal customer) for going after stories. I love the graphics of the video, too.


But I am going to point out a few areas for improvement for the story. Why? Because I want all companies to excel in crafting/sharing stories. Yet what I experience most often is just OK. That means $$ and opportunities are left on the table.


My comments are not about AirBnB -- but about most of the business stories I see around the web these days.


So let's take a teaching moment here. These are 4  ways this story could be waaaaayyyy better with some basic story crafting skills:

  1. Give names to characters. Research shows again and again that nameless faceless characters don't create empathy in the listener. Audiences have a harder time connecting to stories when names are absent. Give us names here of the guards -- Jorge and Kai -- and the daughter.
  2. Why does the former guard carry a piece of the wall with him??? Why is this a barrier for him in life? What trauma happened?? Is the main character's experience psychological or does he actually physically carry a piece of the wall around with him? I can guess, but it's hard to know. What we are given are concepts/platitudes, not a concrete motivation that moves the story along. This is a classic storytelling mistake. The story would have been much better if we had known something like, "Even after the wall came down, Jorg just couldn't let go of the depressing horrors he'd seen of people trying to escape the East or be reunited with loved ones after decades of isolation." That's too wordy, but you get the idea.
  3. There's a huge part of the story missing: how did the daughter actually find Kai?  How was the problem of finding Kai solved? Inquiring minds want to know. And how does AirBnB fit in? There's some real storytelling meat here that we never get.
  4. And finally, why was Jorg different after meeting Kai? Was it friendship and forgiveness that healed Jorg? Or something else? And what was life like afterwards? A big transformation happened that the audience missed out on because no details are provided.


Adding these pieces would only have taken another minute or so. Don't leave home without named characters, motivation, problem resolution steps, and more details about the transformation.


Thanks for listening and go craft awesome 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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The Story Of Oreo: How An Old Cookie Reinvented Itself

The Story Of Oreo: How An Old Cookie Reinvented Itself | Just Story It! Biz Storytelling | Scoop.it
In 2013, Oreo changed its image, and maybe changed advertising, with a real-time marketing coup.
Karen Dietz's insight:

Article Link: http://bit.ly/1zpAOHs 


This is a long read to enjoy over the weekend. It's the fascinating story about how the marketers in charge of the Oreo cookie transformed themselves from boring bureaucratic old school to hip modern and savvy branders.


The story is full of intrigue and contains many lessons in why organizations, marketing, new ideas, and storytelling fails. And in the end, the group was victorious.


Plus here's another take-away: when I run across companies who say "We tried storytelling and it just didn't work," it's usually all the dynamics cited in this article that are the real reasons why. 


Enjoy this article while eating a few Oreos  -- I know you will get a lot out of both.


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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What causes most videos to miss the mark: a big storytelling problem

What causes most videos to miss the mark: a big storytelling problem | Just Story It! Biz Storytelling | Scoop.it
When I commissioned a video of the prayer vigil, I got back a bunch of comments about how great the prayer vigil was. Arrgh! That was all wrong.
Karen Dietz's insight:

This post and experience shared here comes from the world of religion. And it's a great story about the problems with most videos organizations produce. Mainly that they are NOT stories!!


I so appreciate the insights author Len Wilson shares with us. And his fix for the problem. 


And here's my particular caution: don't turn your video over to a video team and expect a story. Many of them don't know how to tell a story. Personal experience speaks. Make sure you know the story you want to tell FIRST. Then make sure they do it.


Don't waste your time making worthless videos. Follow Len's advice here and you'll come out way ahead in the business game.


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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Art Jones's curator insight, August 13, 2014 12:27 PM

Every good story is about a changed life!

Janet Vasil's curator insight, August 14, 2014 8:15 AM
Excellent article about video storytelling. A good producer should start by discussing the story you want to tell - what do you want viewers to think, feel or do from watching your video? What's the overarching message you're trying to convey? Then the discussion should turn to deciding the content of the interviews and the visual components and how they'll support the story you want to tell. Pre-production planning should generally take twice as long as the shoot itself. Just because someone has the technical skills to shoot and edit video does not mean they know how to tell a compelling story with video.
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Employee Testimonials? Ways To Stop Being Forgettable

Employee Testimonials? Ways To Stop Being Forgettable | Just Story It! Biz Storytelling | Scoop.it
Karen Dietz's insight:

My colleague David Lee sent his recent blog post and once again we are presented with another terrific application for business storytelling -- employee testimonials.


The problem with most employee testimonials however is that they suck. Yet if you follow David's advice they won't.


As David says, having an employee tell a story is much more powerful than heartfelt platitudes. And David gives us an example so we can experience what he means and really get it.


BTW -- this same principle goes for customer testimonials. So there are actually two applications for you in this post. Next time you go after an employee or customer testimonial, read this article again before you get started.


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 Power of Story Branding: Which country does the world most good?

It's an unexpected side effect of globalization: problems that once would have stayed local—say, a bank lending out too much money—now have consequences worl...
Karen Dietz's insight:

Simon Anholt recently delivered this TED talk and it is a doozy on several fronts.


What caught my attention when watching this is the point Simon makes about a nation's brand story -- i.e. reputation -- and its effect on economic prosperity plus being able to make a difference in the world.


If this is true for nations, it also holds true for business. Which is one reason why companies embracing doing good in the world as a fundamental way of doing business are gaining more customers in the marketplace. This is beyond simply attaching your company to a social cause.


This is a terrific talk and you will be surprised at which countries do the most good in the world. Simon indicates that these countries consciously create their story. People are attracted to that story, which they in turn tell. At least that seems to be part of the dynamic Simon talks about.


Maybe I'm reading too much into this -- or maybe not. In the end, if you wanted your country to be in the top 10, what parts of your country's story needs to change? What kind of story do you want to be a part of?


If this was a business list, what would need to happen to have your company be in the top 10? What kind of story (stories) would it need to be embodying and sharing?


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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Content Marketing: Are You At The Mature Storytelling Stage?

Content Marketing: Are You At The Mature Storytelling Stage? | Just Story It! Biz Storytelling | Scoop.it
An important part of developing skills and expertise is to understand where you fall on a continuum of what’s possible and then take action to evolve and
Karen Dietz's insight:

If your business isn't using content marketing -- it should! Content marketing is when you write articles, create videos, put together SlideShares, podcasts, etc. about your business, your customers, your products and services to share with the marketplace. Content marketing builds authority, credibility, engagement, and grows the bottom line. 


And if you are not sharing stories in the content you create, you are way behind the times -- and your content is probably a dud.


What I really like about this article is that top content expert Lee Odden has put together a maturity model for all of us creating content. The model helps us know where we are in the content creation cycle.


If you are already at the storytelling stage -- then woo hoo! You are advanced. If not, you are somewhere in the stasis-to-production-to-utility phase. In these phases a business is either just getting started with creating content and is focused on broadcasting their brand, or you are providing useful information and getting social shares.


But storytelling is a mature phase -- where you have brand leadership because through sharing stories the company is creating experiences for audiences that connect to their emotional and intellectual needs at the same time.


There is a lot more to understand in Odden's model so dig into this article and figure out where you are + what you need to do next.


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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So True! NetAppVoice: Telling A Story In Your Marketing Is Vital

So True! NetAppVoice: Telling A Story In Your Marketing Is Vital | Just Story It! Biz Storytelling | Scoop.it
What do a $17 billion UK retailer, a Grammy award winning singer, and a shoe store have in common? The answer is narrative. Narratives are meaningful, remarkable storylines that contextualize your values and create "hero moments." They establish a sense of your identity. Here's how to find yours...
Karen Dietz's insight:

By now we do know this to be true. And as the author Rich Karlgaard states, the narrative you share about your business:

  1. shapes how you sound in social media
  2. promotes customer/staff advocacy (or not)
  3. affects the way the business will develop
  4. connects more effectively with customers (or not)

This all depends on whether the stories you share about your company are effective or not.


The post has 3 tips to help you craft an effective marketing narrative (based on several kinds of stories). And I really like the examples shared to get us all thinking.


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 New World of Marketing and Storytelling

The New World of Marketing and Storytelling | Just Story It! Biz Storytelling | Scoop.it
A new model is needed for our increasingly non-linear world.
Karen Dietz's insight:

There are 2 basic ways these days to approach storytelling in marketing and sales:

  1. Sharing stories generates deeper relationships, which builds more advocacy sales (long term thinking)
  2. Sharing a story generates a sale (transactional storytelling), which is more short-term thinking. Relationships be damned.


This article argues for more of #1 -- deeper relationships to build deeper longer-lasting affinity. And the authors give all the reasons why based on how buying decisions and the customer journey has radically changed over the last few years.


It's a mind-bender for sure. As the authors Mark Boncheck and Cara France state, "Marketers who think that advocacy comes after purchase are missing the new world of social influence." Today's purchase path is non-linear and multi-dimensional. Treating marketing and sales as a linear".


"I tell you a story, you buy my product/service" will only take you so far and it's a short journey. Yet it takes awhile to get our heads wrapped around the changes in buyer decision-making and its implications for marketing and sales. 


Let's all get smarter about better ways to connect with audiences with stories that build wider advocacy, long term loyalty, and huge fans. Read this article to help shift your thinking.

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malek's curator insight, June 11, 2014 9:22 AM

Customers now are often actively engaged with the brand — and their friends and peers — after they have bought the product or service using social media and the Web.

Euridice Hollis "Neal's Yard Independent Consultant"'s curator insight, June 13, 2014 3:58 PM

I been learning about this and is all about connecting with people!

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How to Find + Tell Awesome Customer Stories

How to Find + Tell Awesome Customer Stories | Just Story It! Biz Storytelling | Scoop.it
Want to grow your business? Then share your customer stories.
Karen Dietz's insight:

I just wrote this blog for Curatti.com that was posted today and it's all about how to find and tell your customer's stories.


The post is a compendium of the best articles I've found on the topic plus one blog post I wrote myself.


There are lots of good resources for you to investigate. I include articles on who the real hero of the story is, how to gather stories, how to listen for customer stories, and how to turn your customer stories into tons of repurpose-able content. Each article has more resources or examples to check out.


After reviewing this material everyone should be able to gather and tell their customer stories in powerful ways.


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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Kim Zinke (aka Gimli Goose)'s curator insight, May 23, 2014 2:28 AM

Great collection of articles by Karen!  You will find many ways to go about collecting and sharing your customer stories.

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Fast Food for the Mind: Stories or Tweets?

Fast Food for the Mind: Stories or Tweets? | Just Story It! Biz Storytelling | Scoop.it
Through social media interactions via online venues like Facebook and Twitter, our society today is overrun in the same way with “fast food for the mind.” Just as our bodies can tolerate only so much unhealthy food, our minds equally have a certain cognitive bandwidth. But instead of spending our bandwidth on deeper thoughts, we often sacrifice it for the instant gratification and distraction of the mind offered by myriad online venues.
Karen Dietz's insight:

Here is a quick but powerful piece to get you thinking today. It's not a heavey message, it simply calls into question some of our social media habits, and helps put storytelling -- business and personal -- into a different light.


For many years in my work I've talke about the difference between junk food stories and healthful stories. The author, Souvik Choudhury makes the distinction here between fast food stories and wholesome stories. Love it love it.


Go read the article and figure out which ones you want to be telling most of the time (hey -- an occassional fast food story is fun too!).


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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Theophilus's curator insight, April 11, 2014 8:37 AM

A necessary skill to have in this fast-paced world.

Ali Anani's curator insight, May 2, 2014 12:55 AM

Food for thought, but what food?

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What do we share online? This is how our brains decide!

What do we share online? This is how our brains decide! | Just Story It! Biz Storytelling | Scoop.it
Studies show that four basic emotions combine to create our experiences. Here's what that means for the way content is shared online.
Karen Dietz's insight:

What a terrific summary article this is about emotions in marketing. It covers not only why emotions work, the author Courtney Seiter also talks about WHICH emotions get shared and why.


Seiter covers happiness, sadness, fear, plus anger and the types of reactions each creates. I also like the charts and graphics she uses to make her points. 


And what I think is really cool is how she shares recent research from IPA dataBANK who validated -- once again -- that pure emotional content wins out over a combination of rational and emotional.


So check out the article. It is well done. If you want to gain mastery over crafting stories with specific emotional content, then this post will bring a lot of clarity to your work.


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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Bart van Maanen's curator insight, March 20, 2014 10:58 AM

Interessant artikel over waarom mensen dingen delen via internet. Zowel positieve als negatieve emoties kunnen zorgen voor het virale effect. De woede die Wilde Geert momenteel en regelmatig effectief oproept, helpt om zijn dubieuze boodschap verder te verspreiden. Daar komt waarschijnlijk ook het ontzag vandaan als mensen zeggen: "Hij durft het toch maar te zeggen'. Dat zijn mensen, Nederlanders, die hun verstand overslaan, de emotie gaat voor. MInder mensen dan maar? Dat is een heel ander pleidooi.

Ivon Prefontaine's curator insight, March 20, 2014 12:54 PM

It is an interesting article with neuroscience research involved. It is about the emotional suggestions that our brain makes leading us to share on the Internet. The challenge might be is contributions become Technique and focused on being positive in a contrived way. What does it mean in education?

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Fun New Way For An Elevator Pitch To Trigger Your Biz Story

Fun New Way For An Elevator Pitch To Trigger Your Biz Story | Just Story It! Biz Storytelling | Scoop.it
Why cartoons are so memorable.
Karen Dietz's insight:

Elevator pitches about who you are or what you do are always challenging. I don't even like the word 'pitch' because it sounds like you are just pushing a message at someone when what you really want to do is start a conversation.


I do like the word 'trigger' because that's the purpose of these few lines about yourself -- to trigger a conversation where you get to tell your story.


And this article shows us a new and very creative way to get that done: draw your Elevator piece! Use a cartoon. Use a powerful visual. Now that will get people chatting with you!


What fun. This might not work for everyone, but my guess is that it can be wildly applicable. And it's also another terrific way to brand your company and stand out from the crowd. How about putting it on the back of your business card?


Enjoy this creative post and the opportunities it presents.


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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Glenlivet Gets Up Close and Personal With Their "Single Stories" Banding Campaign

Glenlivet Gets Up Close and Personal With Their "Single Stories" Banding Campaign | Just Story It! Biz Storytelling | Scoop.it
Looking to mine authentic moments, the single malt brand shares personal stories from leading men, including Bryan Cranston, Ed Burns, and Andy Spade.
Karen Dietz's insight:

Now here is a powerful use of stories in business. In this case, this post talks about how Glenlivet is using personal stories in their branding efforts.


Glenlivet is premium single malt whiskey. In this campaign the company has successful men sharing stories about a poignant moment that was instrumental in their success.


As Troy Gorczyca Senior Brand Manager, Pernod Ricard, says, the goal of the series was to “showcase their triumphs, admit their failures, and highlight the moments that make us human.”


At first I thought "Oh, this is about CEOs bragging about some achievement they accomplished." But no -- these guys share about their parents, a mentor, or how a single phone call changed a life. Yeah! Disaster averted.


Now I have only one quibble -- how come these stories are only from guys???!!! Where are successful women's stories? It's not like we don't like or drink Glenlivet -- because we do! And we share stories over drinks just like guys do -- in fact, probably more.


Here's what's mystifying to me: the co-lead on this project is a woman. And the author of this article is a woman. Yet neither pointed out this discrepancy.


OK, rant over. The article talks a bit about how challenges in gathering the stories. And other insights are shared here. So go read it -- other than the gender issue, it's a good piece.


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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Gavin Meikle's curator insight, February 24, 2014 2:57 AM

Stories are the key to successful influence.  sharing a short story that embodies the message or principle you wish you communicate, it THE most powerful way to spread your influence.   We remember stories much more that dry facts or powerpoint slides.   Glenlivet clearly understand  and are harnessing the power of stories - Do you?

Karen Dietz's comment, February 24, 2014 1:13 PM
Excellent points Gavin!
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Track Your Customer's Stories: VideoGenie Becomes Storybox

Track Your Customer's Stories: VideoGenie Becomes Storybox | Just Story It! Biz Storytelling | Scoop.it
If there’s one thing that is absolutely true about the Internet, it’s that there are a whole lot of people on it. Pretty much everyone, actually. Within that massive subset, there are a whole lot of people using just about every product under the sun. Not only are they using them, they are tweeting
Karen Dietz's insight:

Is this creepy? Is it just marketing hype or a cool tool? Is it big data run amok? Or is 'story' now the most popular word to use when marketing products? I am really not too sure what to think about this latest development.


This article is about VideoGenie, which has transformed itself into Storybox. What's that? Storybox tracks a company's customers and their interactions with that brand from all over the web, aggregates the data, and sends it back to the company who signed up for the service.


Storybox not only provides aggregated data, but it analyzes the data for 'usefulness' and how 'on message' the company's content is. This could be a very valuable tool. As they say, " Everyday, customers use their voices, pictures, videos, and words to share their experiences with products and services, creating the most trustworthy, shareable, and memorable way to learn about a brand." They wrap this all up and call it a story. 


Sigh. Well sort of, and sort of not.

Level 1: We know that people share ideas, thoughts, opinions, and sometimes anecdotes on the web. A lot of this is conversation, not stories. Yet it is all called storytelling. Marketing guru Gerald Zaltman has shown how much quicker and cheaper it is to gather stories (real stories) from a small group of customers for far better insights.


Level 2: On another level, I doubt that the data provided will have a plot, relatable characters, or a story arcIt could though -- because we know that all data has a story to tell. The kicker is that it takes a human to interpret the data meaningfully and then present the information as a story -- complete with a plot, characters, and story arc. Information delivered that way is memorable, meaningful, and can inspire action.


I predict that eventually the word 'story' is going to end up on the annual list of jargon words to avoid.


But then again, story is a much cooler word to use than 'interaction', 'conversation', or 'engagement'.


I can see the day coming -- I'll put my headphones on to listen to my MusicStory collection, I'll sip my cup of StoryTea, while storying (instead of working) on my iStory (computer). When that day happens, see me screaming and running for the hills :)


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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Dominique Taste's comment, November 6, 2014 7:02 AM
Thank you for your brilliant insight. I totally agree with you about misuse of terms like story or storytelling.
Karen Dietz's comment, November 6, 2014 4:09 PM
Thank you Dominique for your comment! Glad I am not alone :) Have a great weekend coming up.
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Leadership: Authentic Storytelling + 3 Stories To Tell

Leadership: Authentic Storytelling + 3 Stories To Tell | Just Story It! Biz Storytelling | Scoop.it
Everyone loves a good story, which is an important lesson for brands. Consumers want to develop meaningful relationships and relate to brands they can trust, and storytelling is a powerful way to accomplish that. I’m often asked to tell the story behind Influence & Co. It’s simple: My co-founder and my [...]
Karen Dietz's insight:

Here's a quick post about how to stay authentic with your stories plus 3 types of stories you can tell.


What I like about the article most are the 3 types of stories. All 3 fall into the bucket of "Founding Stories." Founding Stories are one of the 4 types of core stories every organization needs to tell. Stories about how the organization was founded and got started are critical to share both internally and externally. They provide needed context for why and how you do what you do, and what sets you a part from others.


But Founding Stories are not all the same. There are different types of Founding Stories and here are 3 that will definitely help you tell yours. Which one of the 3 best applies to you?


I know you'll get lots of ideas from this post. And thanks to author John Hall for helping us sort these stories out.


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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Biz Storytelling Rant: Some Truths Most Won't Say

Biz Storytelling Rant: Some Truths Most Won't Say | Just Story It! Biz Storytelling | Scoop.it
You are not a storyteller - Stefan Sagmeister @ FITC from FITC on Vimeo. I couldn’t help laughing when I saw this rant against misuse of the term ‘storyteller’ on B&T. The media, advertising an...
Karen Dietz's insight:

I watched the short video of Stefan Sagmeister's rant on storytelling and loved its irreverence. Many points brought a big grin to my face.


There are problems, though. By his own definition he probably doesn't qualify as a storyteller -- especially since we don't know if he's received any formal training in storytelling (written or oral). I'm not sure all graphic designers are de facto storytellers.


And then limiting storytellers to only novelists or film makers is another big mistake. But I certainly enjoyed the rest of the points Sagmeister makes!


Then we get to the author of the article Sagmeister is featured in. Journalist Brian Corrigan's viewpoint is that journalists are storytellers. Well, they are a type of storyteller. But the inverse pyramid structure they use is the direct opposite of a compelling story structure.


So what's the bottom line? Go view the video for points that most people won't make but many think. Then read the article about journalism to grab points about why storytelling is here to stay.


In any event -- have fun :)


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 Science Behind Storytelling Infographic

The Science Behind Storytelling Infographic | Just Story It! Biz Storytelling | Scoop.it
Brands use social for storytelling 88 percent of the time.
Karen Dietz's insight:

Here's some eye-candy for us biz storytellers -- a handy infographic capturing salient content about why storytelling works and application for business.


Keep this around for presentations, blog posts, etc. As a piece of storytelling shorthand, it could be useful.


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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Tania Tytherleigh's curator insight, July 19, 2014 8:37 PM

Storytelling is also a powerful leadership tool we can use to really connect with our staff. 

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What Companies Often Miss In Their Storytelling

What Companies Often Miss In Their Storytelling | Just Story It! Biz Storytelling | Scoop.it
Every business needs storytelling skills, but there's a key component many companies forget in telling their brand story.
Karen Dietz's insight:

What a cool article! The post, written by Clay Hausmann, focuses on finding your story voice through the type of innovation your company provides. This generates your story genre that should be connecting all of your stories together.


Hey -- every business offers an innovation of some kind to the marketplace. As Hausmann says, this could be technical excellence, tribal strength, or self expression. He actually lists 6 to choose from, and gives examples to make his points.


His 6 genre categories are a great way to think about the stories you have to share and the voice to use. I think it simplifies how to tell our stories. I definitely hope this article helps you sort out your particular brand of storytelling!


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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How Storytelling Can Increase Any Business

Every entrepreuner has a story to tell. Get some insights on how to use storytelling techniques to tell your story!
Karen Dietz's insight:

This is a great SlideShare piece by Lusko advocating that any business -- whether you are a startup or an established brand -- can use storytelling to grow.


I like the points made here about the kinds of stories you can tell, along with the list of customer personas that make your story crafting easier.


I just wish they had described the archetypes more! But never fear -- just Google the archetype and you'll have  wealth of information. Or use Carol Pearson's book The Hero And The Outlaw for a complete explanation (I have no financial ties to Carol).


So grab this piece and hone 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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Janet Vasil's curator insight, July 1, 2014 7:31 AM

Good slideshare with actionable advise for better business storytelling...in video and everywhere!. 

Barbara Ganley's curator insight, July 7, 2014 8:12 AM

Useful to nonprofits, too

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Brand Storytelling @ Cannes This Year: Don't Miss These Insights

Brand Storytelling @ Cannes This Year: Don't Miss These Insights | Just Story It! Biz Storytelling | Scoop.it
With the prestigious 2014 Cannes Lions festivities coming to a close, it’s almost sinful not to blog about a major theme during this year’s “Oscars of the Advertising industry” event… Brand Storytelling. The importance of brand storytelling in this year’s Cannes Lions was highlighted by another Chipotle story-styled campaign win. This time, the company won the [...]
Karen Dietz's insight:

My colleague Omar Kattan, an expert in brand storytelling, did all of us a great favor. He put together quotes and video clips of top advertising and business folks at the Cannes Film Festival on the importance of storytelling.


Wow! Who knew brand storytelling was such a hot topic there this year.


I love the material shared here. Not only are the big-whigs firmly behind storytelling, their comments are insightful. One of my favorite is from Miles Young, chief executive at ad agency Ogilvy and Mather: "Narrative techniques are critical as a component of creativity and were not give a lot of attention before." Right on Miles!


There are 5 other quotes and video clips of interviews that Kattan shares with us. Many thanks Omar for putting this collection of gems together for us!


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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Omar Kattan's curator insight, June 29, 2014 2:47 AM

Thanks for the re-scoop Karen and glad you found it useful. Yes, also glad that the big whigs are getting on the band wagon and placing more importance on the art of storytelling.

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Story and Brand Is a Way of Being: 5 Secrets To Engage Consumers

Story and Brand Is a Way of Being: 5 Secrets To Engage Consumers | Just Story It! Biz Storytelling | Scoop.it
This new class of shoppers cares about style, status, and doing right by the planet. Here's how to reach them.
Karen Dietz's insight:

This article by Mitch Baranowski and Raphael Bemporad is all about the extent of aspirational consumers and how to reach them. This has huge implications for both branding and storytelling -- because they are the largest consumer segment globally.


What is the biggest implication? Branding is not a tool for marketing. Storytelling is not a tool for branding. Instead, both are ways of being. As the authors say, "What’s new here is that Aspirationals don’t want flat, empty statements conveyed in slick ad campaigns. They want brands to embody a deeper purpose." The authors provide links to research plus provide examples.


Storytelling is the way to communicate deeper purpose, vision, values, and beliefs. Story is the way these come alive. Story is the way companies embody them -- it's the ability to walk your talk.


That being said, the 5 ways offered here to engage aspirational consumers all involve storytelling -- your stories give them something to believe in, build a shared story they want to belong to, you can share their stories as a way to amplify their voices plus give them social status, and the body of stories forms a platform for action. 


So get your story on and connect better with this increasingly powerful consumer segment that is only going to grow.


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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Halima Ozimova's curator insight, May 26, 2014 11:20 PM

насчет образовательных продуктов / услуг?!

Mercedes Jahn's curator insight, May 27, 2014 6:49 PM

Tips day..

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Getting our Heads On Straight: Brand As Verb Principles (via stories)

80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the numb...
Karen Dietz's insight:

I'm heading to Portland, OR soon for a conference of PR and branding professionals and the theme is Story. As I'm thinking about the conference, I found this SlideShare program and thing it's really great -- because it's all about how to think better about branding and its link to customer experiences that then generate stories.


As I've pointed out before, story has impacted branding in huge ways. But it takes awhile for old mind-sets to fully make the change. Me included! So it's always helpful to have a few reminders around like this piece.


All the principles here can be actualized using stories. That's good news! And the examples shared here are good too.


Happy branding!


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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Morgan Newall's curator insight, April 21, 2014 6:07 AM
Why a Verb? Because nobody got time for you if you aint doing nuttin!
Wendy Flanagan's curator insight, May 8, 2014 12:39 PM

Great stuff on branding.

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Creating New Stories: How Brands Can Achieve Real People Impact

Creating New Stories: How Brands Can Achieve Real People Impact | Just Story It! Biz Storytelling | Scoop.it
Instead of flash in the pan campaigns, what if big companies enabled all citizens to make lasting change?
Karen Dietz's insight:

There's a big difference between telling a story and living a story. Some marketers and those in branding are still grappling with this distinction. But this article can help understand this dynamic and how to move forward.


The post by Sebastian Buck and Brian Hardwick for Fast Company discusses how marketing is changing. Telling a brand story is only the first step. What marketing and brand storytelling actually live a story they are setting in motion new stories to be told that can bring incredible change.


But everyone needs to get their heads wrapped around working differently in order to have new stories being told about a business. It's all about going for a co-created experience that makes a difference in the world.


The authors talk about how having a big shared goal + creativity + connectivity = a big impact.


It's a short article, but carries great insights for us about how storytelling is continuing to change marketing and branding (IMHO).


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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Neuroscience Study Identifies "Story Button" & What it Says About Brand/Human Love

Neuroscience Study Identifies "Story Button" & What it Says About Brand/Human Love | Just Story It! Biz Storytelling | Scoop.it
Move over focus groups. Neuroscience-based research from Innocean seeks to uncover what people really like and seemingly reveals that, sometimes...
Karen Dietz's insight:

Hmmmmm -- here's some new research from neuroscience. The company Innocean wired up 8 people to measure their responses, asked them questions about brands, and then about people they love.


Guess what -- 3 of the 8 people showed more love for brands than people. Why? The brands had a stronger story attached to them. What does it mean? Their interpretation is that there is a story button in our brain.


OK -- hold on here. I've got some problems with this. I'm not a neuroscientist but some of this seems like a lot of over-reaching.


First of all -- 8 people is a very tiny sample. That 3 of the 8 had a certain experience does not mean much at all.  All the study points to is more questions. Like for the 3 people who loved their brands more than loved ones, are their relationships troubled? If so, that would naturally lead to mythologizing a watch. And is a watch a brand or simply an object evoking strong memories? Is the love for the Seattle Seahawks more about someone mythologizing their identity? And does that reflect at all on this person's love for his toddler? Ay yi yi -- I could go on.


And then to conclude there's a "story button" in the brain that is more like a switch to turn on and off is problematic for me also. We think in stories so narrative structure is much more imbedded in who we are than a pus button indicates.


So I remain highly skeptical about this study until A LOT more research is done. Read the article and tell me what you think.


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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Ivan Mercado Lorberg's curator insight, March 14, 2014 11:34 AM

¿Es posible "amar" o comprometerse con una marca en particular en un mundo tan poligámico como el de hoy enn día? Acá una respuesta Neurocientífica

Mervi Rauhala's curator insight, March 18, 2014 3:38 AM

Interesting study about how people "love "their favorite brands and icons even more than people. But there has to be a special story related to the product or brand, but but...The results could be also interpreted otherwise. Leaves lot of open questions.

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Is brand storytelling really about storytelling?

Is brand storytelling really about storytelling? | Just Story It! Biz Storytelling | Scoop.it
Storytelling is quite the buzzword these days. Shane Snow even predicted storytelling would be the #1 business skill of the next 5 years. I’ve become i
Karen Dietz's insight:

What a great piece this is! Written by Keith Nerdin, it tackles whether all the buzz about storytelling and branding really makes sense. Nerdin takes a very common sense approach to this question and his conclusions are spot on.


What I also appreciate is that Nerdin approaches this question from a beginner's mind. He admits he is new to the biz storytelling world. As a result, his discussion and insights are very refreshing.


Too often those new to the field simply parrot what has already been said. Not Nerdin. He's put a lot of thought into the topic of story branding and is not afraid to share these with us.


This is a well written post that I think you will enjoy. And learn from. I won't spoil the ending for you but will tell you his words cut through all the hype out there.


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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oconnorandkelly's curator insight, February 26, 2014 1:46 PM

Tremendous read ..... please do.

Barbara Ganley's curator insight, February 28, 2014 9:50 AM

Exactly...

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