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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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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, 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, 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, 1:46 PM

Tremendous read ..... please do.

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

Exactly...

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How to Find Your Company's Voice via Stories

How to Find Your Company's Voice via Stories | Just Story It Biz Storytelling | Scoop.it

"Are you taking the steps to find your voice as a business, and reflect that out to the market, or are you letting your competitors, the media, customers, and others shape your message?"


Read the full article to find out more about dealing with the the struggles that many companies face in articulating their own stories and finding their voice in the market.:

  • Voice vs brand
  • Knowing who you're speaking to
  • What you're saying
  • How you're saying it
  • Voice is what you say and how you say it
  • Making your values and vision explicit


And also discover details on these four practical ways to find your company's voice:

  • Define your voice values
  • Tag-line try ons
  • A/B test it
  • Write your real CEO letter

Via Kim Zinke (aka Gimli Goose)
Karen Dietz's insight:

Figuring out your company's voice -- no matter what it's size -- is challenging. This Forbes article is a good review of the components you need to pay attention to when working with its stories for branding and identity purposes.


Many thanks for to fellow curator Kim Zimke for finding and sharing this piece. I've been on the road and it's been hard to keep up this week :)


Karen

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Emily Bujakowski's comment, February 20, 8:56 PM
Builing a brand is the first step to creating a successful business. The next step is making a voice to your brand. When creating the voice, knowing who your target market is. You must understand your product to explain it to potential buyers. To grab peoples' attention, the key is to make a social network creative.
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Branding: What We Think About It Is Wrong & How Stories Help

Branding: What We Think About It Is Wrong & How Stories Help | Just Story It Biz Storytelling | Scoop.it
This article is by David Galullo, CEO, Rapt Studio. He and his team recently completed the design for the Adobe Campus in Utah.
Karen Dietz's insight:

Happy Monday everyone. Hope you all have a good week. To get us started, I ran across this article a few days ago and I really like the wisdom it shares.


It points to a major flaw in our thinking about branding and helps us understand it. But the article doesn't go far enough to offer solutions. But I have some ideas to share with you to help correct that.


The author of the article, David Galullo, accurately states that the word 'brand' is the most misused word today. Kind of like 'storytelling' :)  He says that brands no longer are about messaging or 'yelling louder' about what a company does or sells. Branding today is about making a meaningful connection to the customer and employee.


Effective branding now starts with figuring out who you are and why you matter. Galullo says these are hard questions to answer. This is where storytelling enters into the picture. Answering these two questions is not an exercise in making a list about your attributes. You'll have a nice beginning list, but will miss qualities and not get at meaning.


Start first with telling the story about how/why the company got started. Then tell the story about the turning point when you realized the company and what it does/offers is important. From these two stories your answers to "Who are you?" and "Why do you matter?" emerge. Even if you have your brand set, tell these stories as a re-check to see if any tweaks need to happen.


From there you can then share those stories, and craft additional ones, that generate meaningful connections between you and your customers. Lori Silverman and I share which stories to tell and how to tell them in our new book Business Storytelling for Dummies that is now available on Amazon (yes, shameless self-promotion).


Have fun with these stories.


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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Biz Storytelling: What Marketers Are Missing About Making Emotional Connections

Biz Storytelling: What Marketers Are Missing About Making Emotional Connections | Just Story It Biz Storytelling | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.
Karen Dietz's insight:

Here's what I really like about this article: it clearly explains the different types of empathy and how marketers keep missing the mark.


It's great to try to understand the world from your customer's perspective. And hard to do. Unless you are able to build empathy with them. BTW -- sharing stories back and forth builds empathy. But you still need to shift from a place of being competitive (one versus another) to a place of building a 'we' experience.


This article  from Douglas Van Praet, author of Unconscious Branding: How Neruscience Can Empower (and Inspire) Marketing, takes us through to market your business more effectively, build empathy, and create life-long customers. Yeah!


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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David Hain's curator insight, November 26, 2013 12:16 AM

Using empathy adds to your business story. 

Juliana Loh's curator insight, November 27, 2013 4:17 AM

Marketers are a strange breed... so attached to their 'numbers and analytics'. After returning from a series of marketing-focused conferences, I heard one say to the other: "they want more empathy? okay then, throw them more testimonials and let them talk about it online". *groan*  No no no...  maybe you should read this article. (Thanks Karen)

Julien Pepiot's curator insight, November 27, 2013 10:00 AM

"Provide value and not take value = a customer for life"

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Truth to Power: The Brand Avatar We Must Kill

Truth to Power: The Brand Avatar We Must Kill | Just Story It Biz Storytelling | Scoop.it
I’ve been talking about brands for 20 years. Got an image, business or job layoff problem? Here’s a magical solution that works every time: the brand.
Karen Dietz's insight:

Whoa -- here's an 'stick it in your eye' post with a lot of truth to convey.


The term 'brand' and 'branding' gets even more hype than 'stories' and 'storytelling'. And this article points out one of the biggest issues with brands and branding -- truth.


We see this when business begin to be evaluated on being a 'storytelling' or a 'story doing' company. In other words, do they walk their talk? And does storytelling actually help or hinder them?


The author of this article, Patrice Chatelain, says flat out that 'brands' do not reflect what is actually happening in a company -- they only represent an ideal. When putting 'branding' and 'story doing' together then, it makes for odd bedfellows. Read her solution about what to do about this.


I'm not sure I buy her solution 100%. I think leadership at all levels of the org has to be involved. But I would love to hear what you think!


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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Karen Dietz's comment, October 31, 2013 12:50 PM
Good point Penelope! I wonder what will replace it?
Penelope's comment, October 31, 2013 6:56 PM
Hmm...maybe we should invent a new one and take all the credit! ;)
Karen Dietz's comment, November 2, 2013 2:38 PM
I like that idea Penelope!
Suggested by Thorsten Strauss
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4 Steps To Building A Brand With Storytelling

4 Steps To Building A Brand With Storytelling | Just Story It Biz Storytelling | Scoop.it
By Guest Author, Jonah Sachs, CEO of Free Range StudiosGone are the days when brands could just broadcast their message and reach their audience. They now need a good story to break through.As the
Karen Dietz's insight:

This is quite a unique article. I read a lot of material on story and branding and hardly anyone talks about what author Jonah Sachs goes over here.


I particularly like his focus on crafting your myth that forms the foundation of your brand. He uses Dove's Real Beauty Sketches as an example. And he gives how-to tips for crafting your myth.


Then Sachs goes on to talk about knowing who your hero is, and living your story.


It's a very insightful article with lots of great tips. I know you will get lots of good ideas for your own business from reading it.


And thank you Thorsten Strauss for recommending this post to me to curate!


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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Jim Allen, III's curator insight, September 13, 2013 9:50 AM

A very good read and useful information for you would be bloggers and very pertinent to those more relaxed type bloggers like me.

Karen Dietz's comment, September 13, 2013 7:24 PM
Justin, thanks for adding more info about Jonah's book!
Karen Dietz's comment, September 13, 2013 7:25 PM
Good points Jim and thanks for adding them.
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Rethink The 'Brand You' Story: Find Your Authentic Self

Rethink The 'Brand You' Story: Find Your Authentic Self | Just Story It Biz Storytelling | Scoop.it

“This above all: to thine own self be true.” – Shakespeare If there’s one business slogan/fad/concept that’s in danger of becoming meaningless through overuse, it’s “brand you.”

Karen Dietz's insight:

Here is what I love about this article from author Meghan Biro!


"These days I can can spot a “brand” (as opposed to an authentic person) from the first word out of his or her mouth. “Brands” tend to be a little too perfect — packaged, programmed, and plastic. They’re pushing what they think we want to buy, not their real selves. I see this unfold every day in social media – for better or for worse. It’s like the difference between processed food and the amazing stuff you can get at farmers markets."


So true, so true. Follow the steps she suggests here and you will be well on your way to being more authentic. Remember, when you are talking about your company, it's not a pitch - it's an authentic conversation. If you want to grow your business.


If you stay true to sharing your stories and being real while you are doing so, you'll do great.


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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Make A Meaningful Brand Story

Make A Meaningful Brand Story | Just Story It Biz Storytelling | Scoop.it
How to get the audience to care.
Karen Dietz's insight:

There are things I really like about this article, and some that I don't.


I love that the focus of the article is on share stories your customers care about and that connect to universal truths (i.e. transformation), altruistic desires (i.e doing good), or fundamental longings (i.e. connection).


I like the examples of how brands are engaging customers using different methods and through gamification. I like the advice to take actions that your customers can share stories about. And I like that they focus on engagement being an experience of co-created play.


These are all dynamics inherent in storytelling. Yet this is what I don't like: the article is less about storytelling and more about creating a presence. You can argue that storytelling creates a presence and I agree. But the author focuses mostly on ads and customer engagement that is only a slice of business storytelling. And the article just goes to show that despite some of the solid notions here, the author is jumping on the storytelling bandwagon using words 'story' and 'storytelling' but without any accuracy or understanding what those words really mean.


OK -- I'll get off my soap box :)


Do read the article and watch the videos -- good points are made!


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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Rolex & Their Storytelling "Icons" Campaign - Fab Story Triggers Example

Rolex & Their Storytelling "Icons" Campaign - Fab Story Triggers Example | Just Story It Biz Storytelling | Scoop.it
Karen Dietz's insight:

Colleague Omar Kattan wrote this post about Rolex and their new 'Icons' campaign that has been a huge hit.


It's a brilliant use of story triggers on Rolex's part. What is a story trigger? In this case, Rolex is using images of movers and shakers who have worn their watches. These images spark stories within the minds of the viewers. No stories are explicitely told, they are simply trigger the associations and stories we already have embedded within us.


Kattan brings two Rolex videos into his article as examples. The first one about Elvis Presley is more of a back story -- and I'm left wanting more of the story!


The second video is much more of a story trigger. It's not really a story, but a video that sparks memories and stories within me about Andy Warhol.


I agree with Kattan in the article when he says Rolex needs to develop the story further, by adding more back stories. People will love them. And as Kattan also says, imagine what could happen for Rolex if they solicited stories from their customers about themselves or members of their family wearing Rolex watches!


Like Kattan, I congratulate Rolex on doing such a good job here and showing all of us what's possible using story triggers.


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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Os Ishmael's curator insight, May 26, 2013 11:07 AM

Nice find. A great example of the power of storytelling and how it can posture up a brand.

Karen Dietz's comment, June 6, 2013 4:37 PM
Thanks Os! Yes, it is a terrific example. Glad you like it too.
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10 Examples of Storytelling in Web Design

10 Examples of Storytelling in Web Design | Just Story It Biz Storytelling | Scoop.it

In “Storytelling in Web Design,” I explained the three most basic aspects of storytelling — character, setting, and action — and offered ways to begin including storytelling in web design using basic design elements. In this article, I will examine ten sites that use storytelling and list the character, setting, and action found in each story.


Via Gregg Morris
Karen Dietz's insight:

Thanks to fellow curator Gregg Morris for finding and sharing this post!


Bringing storytelling into web design is challenging. I like this post because it identifies 3 elements of stories that we can bring into web design -- character, setting, and action -- and then gives us examples demonstrating these.


What I really like is that for each website, all the elements are identified. It started giving me plenty of ideas for 'storifying' websites.


I hope you get lots of ideas, too.


This review was written by Karen Dietz for her curated content on busines storyelling at www.scoop.it/t/just-story-it 

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Brad Tollefson's curator insight, March 28, 2013 3:58 AM

Excellent. 

Ruth Bass's curator insight, March 29, 2013 4:39 PM

add your insight...

Ruth Bass's curator insight, March 30, 2013 2:03 PM

add your insight...

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A Quarter for a Tale: The "Business Storytelling" Warning Label

A Quarter for a Tale: The "Business Storytelling" Warning Label | Just Story It Biz Storytelling | Scoop.it
Article: "The Warning Label for Business Storytelling" http://t.co/lhFGgnP30w
Karen Dietz's insight:

Biz Story colleague Sean Buvala wrote this piece and it brought a grin to my face -- because IT IS TRUE!!


So glad he put together a biz storytelling warning label for us all. Good job Sean!


Unlike those annoying warning labels that come with every pillow you buy (and quickly remove at home), keep this one about storytelling front and center.


If you don't you'll be sorry.


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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Miklos Szilagyi's curator insight, March 3, 2013 4:34 AM

Yeah, normal... too great a dose of everything is dangerous... be it positivity, story-telling, practically anything... "The dose makes the poison..." Like it...

Karen Dietz's comment, March 3, 2013 8:44 PM
Thank you for the commen Miklos and glad you found the post valuable!
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Ads Worth Spreading: See The 10 Most World-Changing Ads, According To TED

Ads Worth Spreading: See The 10 Most World-Changing Ads, According To TED | Just Story It Biz Storytelling | Scoop.it
Communicating on behalf of a brand can be tricky business. A decent idea once passed through the brand’s filter and massaged and molded to hit key messaging targets can come out the other side a shell of its possible self.
Karen Dietz's insight:

Here is a way to start your weekend -- watching fabulous and inspiring ads that have had a positive impact on the world.


And there are some business lessons here to boot.


Ads you say? My business doesn't do ads! Well, there is still lots to learn here. Like writing down what made each ad effective and then thinking about how you bring that element into your business storytelling.


So go have fun exploring what works in these ads here and working with the ideas you get!


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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Ignacio Conejo Moreno's comment, March 2, 2013 5:16 AM
Thank you, Karen, are amazing!
Denyse Drummond-Dunn's curator insight, March 2, 2013 10:15 AM

Must have been a difficult choice TED.

Karen Dietz's comment, March 2, 2013 3:43 PM
I bet it was Denyse!
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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, 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, 1:13 PM
Excellent points Gavin!
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Story Branding and Archetypes podcast

Story Branding and Archetypes podcast | Just Story It Biz Storytelling | Scoop.it
Jim Signorelli approaches story using a tried and true process. After gathering the back story and the facts, they conduct an archetypal analysis asking the team to individually choose the archetype that best represents their brand.
Karen Dietz's insight:

Biz story guru Annette Simmons interviews Jim Signorelli, author of Story Branding, about how to use archetypes to build both stories and brands. This is powerful stuff and you won't want to miss this podcast.


The podcast is also available on iTunes and you might want to subscribe to The Story Factor channel. Annette keeps hitting home runs here :))


Jim uses the archetypes developed by Carol Pearson. I do too so I can attest to their validity. 


As you listen to the podcast, ask yourself "What archetype best typifies my business?" It's a sure path to figuring out your brand.


Have fun with this one -- it's a great start to 2014. Cheers!


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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Story as Strategy: How Social Storytelling Creates More Business

Story as Strategy: How Social Storytelling Creates More Business | Just Story It Biz Storytelling | Scoop.it
Social Media Marketing Podcast 69, in this episode Gary Vaynerchuk Gary shares why storytelling is important for your business.
Karen Dietz's insight:

Here's what I like about this podcast from Social Media Examiner (SME): its focus on storytelling being an overall strategy to generate business growth.


These days growing your business is not just about all the tasks you need to do with a few stories thrown in. For short-term results and long-term success storytelling needs to be front and center. In other words, it is the backbone of your business strategy.


And this podcast shares exactly how and why story as strategy is key. SME interviews Gary Vaynerchuk, author of Jab, Jab, Jab, Right Hook: How to Tell Your Story In A Noisy World. OK, I'm not crazy about the title -- it reminds me of being in a slug fest -- but I get the message about the importance of storytelling.


About half-way through the interview/blog post he shares why storytelling is important. And then goes into the notion of micro-content plus how to use story effectively to drive conversions and sales.


I know you'll enjoy the podcast and reading the synopsis in the blog post.


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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malek's curator insight, December 3, 2013 10:46 AM

Interesting review from Karen Dietz. We all like to share human experience in storytelling

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The $$$ in Biz Storytelling: Marrying Companies and Content

The $$$ in Biz Storytelling: Marrying Companies and Content | Just Story It Biz Storytelling | Scoop.it
The New York-based company Contently has developed a roster of writers and journalists for hire and a software application that helps companies tell their own stories.
Karen Dietz's insight:

Here's the inside story about the New York based company Contently who write stories for companies as a business-building content strategy.


And they've been doing just fine, thank you very much! As one of the owners says in this excerpt, "A number of other nascent companies are rushing into the space, but Contently has a leg up because it is already there. Mr. Snow says the company revenue is up 300 percent over the last two years and should pass $10 million annually sometime early next year. Mr. Coleman says he thinks he and his co-founders are building a business, not riding a trend."


If you've ever wondered if business storytelling is a 'trend' or is more bother than it's worth, I hope this article opens your eyes :)) There's gold in them there 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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The Anatomy of a Brand Story--From Europe

The Anatomy of a Brand Story--From Europe | Just Story It Biz Storytelling | Scoop.it
Narrativity Group. Lead from the Core. Power your Culture. Create your Future
Karen Dietz's insight:

Here's the updated link: 

http://www.narrativity-group.com/anatomy-of-a-brand-story/


My colleague Ashraf Ramsey from the Netherlands has spent quite a bit of time here in his latest blog post articulating the anatomy of a brand story. And it is also fascinating because his European perspective about "Americanicity" is also explained.


He focuses on 7 Up's message as an example. He talks about 3 layers of communication that must be taken into account in branding. And he makes sure to make the distinction between the product and the brand.


He also defines 'narrative' for us just so we have an added level of clarity about what narrative is, its structure, and role in branding. In the end, he gives us a view of American mythology.


I've curated this article because I think it is important to read -- especially for those of us in the U.S. Ramsey's views are both interesting and reminds us of the global nature of business. And it is certainly a different approach. 


What do you agree with -- or disagree with here?


This review was written by Karen Dietz for the Just Story It curation on business storytelling at www.scoop.it/t/just-story-it 

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Storytelling vs Storydoing - the stupidest hype ever.

Storytelling vs Storydoing - the stupidest hype ever. | Just Story It Biz Storytelling | Scoop.it
Rage, Rant & Rave. I am pissed off and I've had enough. Here is why. There is this big hoopla now around storytelling versus storydoing. Oh my God. As if Aristotle in 500 BC - yes 2600 years ag...
Karen Dietz's insight:

A few articles ago I curated the piece on the research between storytelling and storydoing companies. http://www.scoop.it/t/just-story-it?q=storydoers 

As I said in my review, I applaud the endeavor to quantify storytelling, and the results shown are promising. But some of the assumptions are troubling and I end up having more questions than applause. Some of the comments in the discussion thread in the online article by Ty Montague are interesting too. Some make valid points. Some raise my eyebrows.


In any event, my friend and business story colleague Ashraf Ramzey in the Netherlands chimes in with his opinion in his recent blog post. He is hot under the collar like I get sometimes :) Ashraf is brilliant, knows his stuff, is well trained in storytelling, and he isn't just blowing smoke.


For Ashraf, the research is just another expression of the hype around storytelling these days. And he puts in a better context some of the thinking these days about business storytelling and marketing/branding. 


Many thanks Ashraf for weighing in. And I hope my readers are getting the sense that there are many sides to business storytelling. The clearer we are about the approaches, methodologies, terms, etc. that we are using, the better of we will be.


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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Hans Heesterbeek's curator insight, July 29, 2013 3:23 AM

I love this blog. I would call it authenticity. I agree most stories are made up, make believe and even worse the companies believe these stories themselves. I agree fully that's not story telling that is Adevertising. 

Karen Dietz's comment, July 30, 2013 10:10 PM
Glad it struck a chord Hans! Yes, it's not storytelling but advertising.
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Your Brand Is the Exhaust Fume of the Engine of Your Life

Your Brand Is the Exhaust Fume of the Engine of Your Life | Just Story It Biz Storytelling | Scoop.it
If you want people to be impressed with you, build something awesome.
Karen Dietz's insight:

Here is what I love about this article -- in all the hype about branding and brand storytelling, it's easy to forget about the essential ingredients that generate a solid brand. We get lost in trying to figure out what our 'brand story' is, social media techniques, and cool digital tools.


But a brand story (actually, a brand story is a collection of many stories that characterize your business) is made up of other essentials first. Like what you -- as a small business or a big enterprise -- care about, and how you work with others.


As the author of this post, Nilofer Merchant says, "Yes, we are in the middle of a vast sea change in which social can put the power of connection to work to solve meaningful problems. But in order to do that more meaningful work, we need to recognize what is holding us back. In a world of "personal brand" and "leadership brand" and "personal reinvention" and so forth, we should not forget: the real signal is the work itself, and the social signaling is just its echo."


Go read her other insights so you can gather together the stuff that great stories are made of.

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malek's curator insight, July 7, 2013 6:55 AM

Awesome is inevitable for success. I found this article inspiring

Terri Pawer's curator insight, July 8, 2013 10:53 AM

The most striking point to me was "While what people think of us does matter, what matters much more is our ability to do and deliver. That's what makes the ultimate difference in the world. And that's what reputations are really built on. That's what will draw people to you."  

Talk is cheap.  Walk the talk - execute on your promise and build your brand. 

Karen Dietz's comment, July 24, 2013 1:25 PM
Malek and Terri, so glad you got a lot out of this article. Have an awesome rest of the week!
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Successful 21st-Century Brands Help Create Meaningful Lives

Successful 21st-Century Brands Help Create Meaningful Lives | Just Story It Biz Storytelling | Scoop.it

"Your customers are beginning to take a quantum leap into an era where a life meaningfully well lived is what really counts."

Karen Dietz's insight:

Now here is an interesting article showing how branding is continually evolving into meaningful interactions with customers.


I curated this article -- not only because it shows us what is happening today and tomorrow with branding -- but because business storytelling is the link. Effective compelling meaningful storytelling is how to make this future possible.


Well, I think it is a desirable future to aspire to. Others might disagree. That's okay. And if you, your business, your organization desire to connect with customers who focus on creating a meaningful life well lived then pay attention to this article. It has lots of great insights.


Storytelling is a very powerful meaning-making medium. The stories you select to share -- and evoke from others -- will either help the business and customers create more meaning or not, depending on your intention and your ability to craft and deliver great content.


The choice is yours -- check out this picture of the future.


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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Frédéric Rochet's curator insight, August 12, 2013 3:54 PM

an increasing group of companies is striving--intentionally or not--to focus on improving lives

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Cinderella 2.0: Is this really storytelling?

This short film, created by our Madrid office, is a tutorial for storytelling, brand content and transmedia.


Via Soraia Ferreira
Karen Dietz's insight:

LOL -- it took me half way through this video while reading other curator's comments for me to realize that the topic of transmedia storytelling for branding was being presented as the Cinerella story! Did you catch it? I'll plead a compromised brain after another marathon writing session for my book :))


Anyway, this video is creative and does a good job explaining transmedia storytelling (although I still have a hard time calling this storytelling in the classical sense). Here are a few additional things to think about though to keep this topic in perspective:

  1. Most of what the video demonstrates are interactions people are having in various media about a precipitating event. We might be able to call them anecdotes, but we can't be sure. Remember, a Tweet is not a story unless it is creatively structured as such.
  2. When all these interactions are tied together with a nice bow, they constitute a narrative reflecting the brand (we hope). Yet one thing to think about is that a person interacting with a piece of the 'story' may never be part of an interaction on another piece of the 'story' happening elsewhere. So who is it that really experiences the meta-story or brand narrative? Hmmmm.
  3. The issue of control also comes into play. Who sparks these interactions -- customers or the company? And what does this really say about what is transpiring?
  4. Oh, and BTW -- storytelling has always been 'liquid' which is why it has lasted 100,000+ years :)


OK -- I'm being a stick-in-the-mud and at this point, and I just keep coming back to the word 'interactions', not storytelling. Obviously I'm not as hip as folks in the transmedia world. I hope someone can explain to me how all of this is really storytelling instead of simply being new ways to interact with folks on a large scale. Today, trying to parse out definitions of storytelling is making my head hurt, so I'm going to go back to writing my last chapter :) 


But I'm trainable on this topic and I look forward to your comments!

And many thanks to fellow curator Soraia Ferreira for finding and sharing this video.


This review was written by Karen Dietz for her curated content Just Story It at www.scoop.it/t/just-story-it


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Omar Kattan - New Age AdMan's curator insight, August 17, 2013 6:48 AM

A story to explain transmedia storytelling. Brilliant! Cinderella 2.0 @Soraiaferreira via @KDietz

Bad Spoon's curator insight, August 18, 2013 1:36 AM

Une modernisation du conte de fée Cendrillon,

 

ou comment l'art de la transmission orale peut s'adapter aux médias modernes, offrant aux marques de belles opportunités de visibilité

Rudolf Kabutz's curator insight, August 22, 2013 2:42 AM

Storytelling over the centuries has always been exciting - today the media technology brings totally new dimensions to storytelling.

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SXSW: Confusion between stories and narratives for biz

SXSW: Confusion between stories and narratives for biz | Just Story It Biz Storytelling | Scoop.it
If you’ve spent any time at all recently reading PR and marketing blogs, you know that storytelling is a top trend, and for good reason.  Building storytelling into the communications mix delivers ...
Karen Dietz's insight:

Aaaarrrgghhhh!! See me running down the corridor screaming. I can't believe that this kind of material about storytelling is being shared -- and at SXSW no less.


I love John Hagel and his wriitings on biz storytelling. Gotta say though, I'm disappointed with this latest twist. Now I will say, I don't know exactly what Hagel said at the conference, and the article is someone reporting on/interpreting what he said.


According to this author, Sarah Skerik who was reporting on Hagel's presenation at SXSW, stories are out, narratives are in. Sounds like a marketing ploy to me.


Why? Because Hagel is saying that stories are not participatory, that they are told to the reader from the vantage point of the teller. Then the reader moves on to other things.


Whoa -- stop the trains! This perpetuates the myth that storytelling all about 'telling'. Story dynamics demonstrates over and over again that all stories are participatory. The medium determines the degree of participation. Writing is engaging -- just less so than oral storytelling. No one simply reads a story passively. A story is being created in the hearts and minds of the reader -- especially if it is a compelling one.


Any experienced well trained storyteller -- in business or otherwise -- knows that telling is only half the equation. Listening to the audience and creating a co-created experience is the real value of sharing stories. And the secret to using stories in business is the all about listening and story sharing. That means you are listening to the stories customers and prospects share with you in return. That is highly participatory!


Hagel's next point is that narrative trumps story because a narrative can be never ending but stories stop -- narrative is always evolving, and promotes participation/engagement.


What a false dichotomy! All stories evolve and are shaped over time. Your core biz stories evolve if you are doing the story sharing and listening thing right. Your biz story -- made up of smaller stories -- is always emerging.


If we are going to talk of narrative at all, your business narrative is the accumulation of all of your business stories. And they are always in a dynamic flow, especially if you are building stories together with your clients/customers.


In the end we agree -- business marketing is moving into living brand streams. Based in clearly understanding story dynamics. Not through making these distinctions as Hagel that creates a false mythology about business storytelling.


Bottom line -- we are both saying that listening to your audience, co-creating stories, and leveraging participation are the real functions of business storytelling. That's where you need to pay attention.


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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Jack Tang's comment, May 9, 2013 2:10 AM
I agree with Kevin that narrative is different with stores. Narrative is more affective way for company to understand the process of what they did wrong or right. In the other side, stories are just to tell and it is not really interactive to the company.
An, SungBin's comment, May 9, 2013 10:43 PM
I agree with the article, any company can have their own stories. However, it is hard to get attention by the customers in these days. and I think the narrative has more powerful influences then a just stories. of course, it depends how you narrate the stories to customers, it might get worse.
Karen Dietz's comment, May 10, 2013 11:31 AM
All of these comments are very interesting and I think some additional points need to be made. First, not all narratives re stories. A report or an essay or a testimonial are all types of narratives and are definitely not stories. A report can have stories within it, but is still a type of narrative. If people understood the DYNAMICS of storytelling they would know that stories continually evolve and are all about engagement. Storytelling is NOT about telling, it's about the co-created experience that happens when people are experiencing the telling and listening at the same time. Stories by their nature are interactive. Can narrative evolve? Sure. But the points made at the conference is setting up a false dichotomy between narratives and stories, which when put into practice, is less relevant. The most important piece to pay attention to is the engagement and evolving nature of stories. Saying stories end and narratives don't is silly and not true.
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Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling!

Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling! | Just Story It Biz Storytelling | Scoop.it

Have you ever gotten lost in the pages of a good book? If so, you may have been more empathetic afterward. According to new research published in PLOS ONE, reading fiction may affect the reader’s empathetic skills over a period of time.

Karen Dietz's insight:

While this article focuses on reading, think of all the biz stories you tell in your content creation across platforms -- blogs, websites, emails, articles, presentations, videos, digital stories, and the like. 


The results will be the same. And the research holds true for sharing stories in person, too.


It is fascinating that the more a listener is engage in a story, the more empathy grows over time. People become more empathetic through storytelling.


What's the take-away here for businesses? If you want emotional engagement and people feeling empathy towards you and your company, share stories.


But not any old story. Share stories with characters they can relate to. If they can't relate, no engagement, no empathy. And it must be told in a way that people can connect to. In other words, deliver a story badly and you won't get the engagement, empathy, or result you are seeking.


Leaders need to know this when sharing stories about values, vision, change efforts, etc. Marketers need to know this for brand loyalty. Small businesses and entrepreneurs need to know this for relationship sales.


This is a very short article with powerful points. Even better, there's a link to the original research so you can really get all the insights.


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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Karen Dietz's comment, March 2, 2013 3:42 PM
I agreed Fred. And yes Miklos, I love it when what we know to be true is validated by research.
Kala's comment, March 4, 2013 10:08 AM
A big thank you for your overall curation work about storytelling! You are the very first one I see doing it so "intelligently", with real added-value :)
Karen Dietz's comment, March 5, 2013 1:26 PM
Thank you so much Kala! You have made my day :)