Just Story It! Biz Storytelling
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Just Story It! Biz Storytelling
Growing leader's impact, influence and income through the power of business storytelling                  www.juststoryit.com
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Storytelling and Content Strategy

Storytelling and Content Strategy | Just Story It! Biz Storytelling | Scoop.it
How to use two basic plots to define your business’ content strategy, while keeping the customer as the hero of the story.


I love this article! It puts anyone's content strategy into a fabulous storytelling context, and gives all of us a way to think about our websites from a narrative perspective.


The ideas here are very helpful and fun to play with. The author, Kat French, did a good job.


Using The Quest story format, you can easily share your customers stories.


Using The Boy Meets Girl format, you can evaluate your website and tell/share your biz stories much better.


The other blog post links at the end of the article look worthy of exploration also.


So go enjoy this delightful -- and helpful -- 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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Public Media Reinvents Itself With 'Full-Spectrum' Storytelling

Public Media Reinvents Itself With 'Full-Spectrum' Storytelling | Just Story It! Biz Storytelling | Scoop.it

"While not all agree, let's suppose, for a moment, that we are, in fact, presenting through our contemporary storytelling a relatively narrow range of the American experience. Some of the questions we ought to be asking are, is it enough to maintain the same formats, as we have, and try to entice more/different storytellers? Do we need to expand our awareness in some way to consider more broadly the particulars of this time, this particular space, and who is involved? And, fundamentally, what is it going to take to go further, to do more?"


Now here is a very thought-provoking piece about storytelling in general. I've curated it because the more businesses understand the craft of storytelling, the more effective we can be.


Warning -- there is such rich material here -- along with fabulous video examples to watch -- that you will need to carve out some time to explore everything here.


And hey -- we all live in a culture surrounded by media. It is important to keep up with shifts and changes in technology and its impact on storytelling so we can understand our daily life better -- and the opportunities open to us.  


What is the biggest shift technolgy brings? Ethnographic storytelling. What the heck is that? It is when you put the camera and the storytelling into the hands of people to create and tell their story. Nothing new here -- this was pioneered by Anthropologists Sol Worth & John Adair in the 1972 book Through Navajo Eyes.  The article contains several examples.


What is new is that now technology makes the ability to share our stories very easy and cheap to do -- through a proliferation of channels to share them. THAT is what is getting reinvented -- not the structure of a good story.


And technology is bringing us unique and very creative ways to craft our stories. For example, there's a link within this article to "How the Indie Audio Community Is Transforming Storytelling," This article shares a story where audio is dominant. It is great.


Other examples in the article include Localore -- a project about place-based storytelling.


What do I like about this article and the links to other articles within this piece? It asks essential questions like:

  1. Who gets to tell the story?
  2. Who gets to ask the question that begins the story?
  3. What is the question?


When businesses and organizations start asking themselves these questions FIRST when wanting to tell a digital story, they focus on the story first. Too many people in my experience -- when wanting to tell a digital story -- get caught up in the technology first and end up spending tons of money with unhappy results. Or they think the story will emerge if they just start talking - to be edited down by the videographer into a story -- with the same unhappy results.


So read this article, its links to other articles, explore the digital story examples given, and start figuring out the following:

  1. How can I have my customers share their stories about my organization using ethnographic storytelling?
  2. How can I leverage audio storytelling (see the article for info/examples) beyond radio & podcasts?
  3. How can I leverage location & physical space to share biz stories?
  4. How can I creatively use technology to share biz stories that reflect my/our Unique Voice & Unique Proposition?


I could comment at length on this article and its links. It has taken me awhile to curate this piece because I kept going back and dipping in for more.


So give yourself time to enjoy this creative romp exploring cutting edge electronic storytelling and all the deep insights here!


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

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Social Persuasion: How to Move People to Action | Social Media Examiner

Social Persuasion: How to Move People to Action  | Social Media Examiner | Just Story It! Biz Storytelling | Scoop.it
Social Media Marketing Podcast 008: In this episode Derek Halpern talks about how the power of persuasion moves people to action.


No doubt about it -- the toughest part in crafting effective business stories is the ending.


In other words -- your key message along with the words and phrases you use at the end to move people to action. That is the point of business stories, isn't it?


We all need help with this and it is not all that easy to do. So while this article and podcast doesn't have stories or storytelling in its title or text, it is undeniably about business narratives -- and how to have them work for you.


Just keep it authentic folks. It is easy to turn storytelling into manipulation. It's a fine line to walk. So pay attention to that dynamic and keep trying to do your best.


Read this post, listen to the podcast, and keep mastering how to (authentically) move people to action with your stories.


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

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Digital storytelling: How to tell a story that stands out in the digital age?

Digital storytelling: How to tell a story that stands out in the digital age? | Just Story It! Biz Storytelling | Scoop.it

"So, how do you tell a story in the digital age that stands out, captures people’s attention and gets them to act, engage with your institution? My favourite story for quite some time now and one I’ve been showing in workshops around the world is the story of the Troy public library."


Ok -- the author here isn't writing anything revolutionary. So you can skim the text. But watch the 2.5 minute video! It's the reason I selected this piece.


The video is brilliant -- and a perfect example of how story triggers can make a difference in social causes and social cause marketing.


The video is about a library. It is controversial. Now I am a big fan of libraries so I was rooting for it (my personal bias). And the video itself is a really good example of a digital story.


I say 'story triggers' because the library used story elements and metaphors that sparked stories within the viewer's/reader's brains. The library did not actually tell a full-blown story yet the public reaction was immediate and powerful.


Go watch the video! Then share 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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How to Create More Powerful Content Marketing Stories

How to Create More Powerful Content Marketing Stories | Just Story It! Biz Storytelling | Scoop.it

These days, we hear a lot about the fact that content marketers need to be storytellers. Here are tips on how to create powerful content marketing stories.


I've curated this great video before from Chipotle, but it deserves another look. Not only did the company win awards and 7 million views for the video, they also took it a step further and told the story behind making the video. Good for them! Back stories are very powerful. Here's the link to the back story video: http://www.youtube.com/watch?v=AFlbGwAW7rw&feature=relmfu 


And I really like how the author Manya Chylinski talks about the functions stories serve, and how biz or branding stories can have many of these same functions, but with a twist. Your stories are more than entertainment -- they are your authentic voice. You share them to build loyalty, trust, engage with customers, and grow your business.


The author's tips are solid -- but nothing really new. So go watch the video again for a refresher example on effective brand storytelling and the other video as a back-story example!


Thank you fellow curator Giuseppe Mauriello @pinomauriello for finding and sharing this with 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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The Great Wall of Mumbai: Street Art and the Entrepreneurial Spirit - Forbes

The Great Wall of Mumbai: Street Art and the Entrepreneurial Spirit - Forbes | Just Story It! Biz Storytelling | Scoop.it
Where does the entrepreneurial spirit really come from?


Here's some inspiration for Friday that will set your weekend up right! This is the story about a wall in Mumbai that embodies entrepreneurism, culture, and popular art.


As the author says, entrepreneurship is a form of artistry. I know you will enjoy the artwork and the story about it here. 


Have a fabulous weekend!

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Empathy, Neurochemistry, and the Dramatic Arc: Paul Zak at the Future of StoryTelling 2012

"The emotionally charged story recounted at the beginning Dr. Paul Zak's film—of a terminally ill two-year-old named Ben and his father—offers a simple yet remarkable case study in how the human brain responds to effective storytelling."


Want to know how a dramatic story structure affects our brain chemistry and leads us to make donations? Then watch this very engaging and informative 5 minute video!


The video explains several neuroscience research projects that were conducted (don't worry - the video is NOT boring) about the effects a short dramatic story had on people's brains and behavior.


And it explains how to structure a story to make the biggest impact. I wish all scientist could do such a great job in explaining their work and its meaning. Enjoy!


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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Owning Your Story | UX Magazine

Owning Your Story | UX Magazine | Just Story It! Biz Storytelling | Scoop.it

"Storytelling has quickly become one of the most talked about topics in user experience and beyond—to the point that it’s almost cliché. Most of the ideas presented around storytelling are focused on simple reasons why storytelling is important and some marginal tips for telling a better story. The problem there is that we’re a step ahead of ourselves."



Whenever UX Magazine writes an article about storytelling I read it -- because they are usually sooooo good! And here's another one just for you.


UX Magazine is for geeks who are into User Experience design when developing software. UX design is all about using stories to create more user-friendly tech products. Way cool. I love working with engineers and how open they are to stories.


Anyway, this article is a must-read because it focuses our attention on where anyone working with stories needs to go first. As the author Sarah Doody says, "We’ve gone straight to how to tell the story of an experience or a product and skipped over the crucial element of why we’re telling these stories in the first place."


She continues: "But, if we truly want to make great experiences and products for people, we need to stop focusing on competing and start focusing on creating—creating products that are extensions of our own personal stories. . . you first must be the consumer. What you create must stem from your own personal story. You must live and breath for the experience, product, or business you are creating."


You tell 'em Sarah! She cites Steve Jobs, Jack Dorsey, and Mark Zuckerberg as examples of business leaders able to do this. And Sarah shares other stories to make her point.


She then poses a series of questions at the end of the article to help us focus on our 'why', our personal stories, and meeting the needs of customers.


And don't forget to read the comments at the end of Sarah's blog post. Along with the other article today from Thaler Pekar (Why Stories Matter), we have a wealth of insights to make us story rich!


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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Marketing Is Dead -- Story Is Now

Marketing Is Dead -- Story Is Now | Just Story It! Biz Storytelling | Scoop.it
In our social media-infused world, traditional marketing logic just doesn't work.


I had earmarked this article to share with you awhile ago and just found it again when cleaning up my emails. Better late than never!


Here's what I love about this post -- it makes no bones about the fact that marketing is changing. And if you haven't gotten with the program, get on board quick!


Now, I don't agree that ALL traditional marketing techniques are dead. But the author Bill Lee sure does make a great case explaining how things are changing. And his statistics are riveting.


And I also like that he shares with us what we need to do to stay with the curve:

  1. Getting into community marketing
  2. Identify and promote customers that bring value (and not just based on how much they buy)
  3. Help your customers build social capital
  4. Involve your customers in creating solutions together


What's story got to do with it? Stories are the way the points above happen. It's all about the stories you share, listen to, promote, ask for, engage with, and retell. And hint hint -- these are your customer stories mostly!


Go read the article for all of Lee's insights. This will post will definitely get you thinking differently.


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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Storytelling by Design

Storytelling by Design | Just Story It! Biz Storytelling | Scoop.it
If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...


This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.


"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.


The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.


From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!


I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.


For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!


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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A Strategic Story about Strategic Storytelling

A Strategic Story about Strategic Storytelling | Just Story It! Biz Storytelling | Scoop.it
Over the years, I have used strategic storytelling workshops to help drive key messages, build teams, and enhance communication skills.  Today, I share the story of how my interest in that began, and why I frequently use it in my leadership ...


LOL -- stories do the work again!!


What happens in an organization when a project you've been devoted to comes to a screaching halt? You turn to storytelling.


Oh, this author Karen Hurt is not talking about the "Ain't it awful" stories you could tell. She instead shares how she kept the project alive using the power of storytelling.


This is a great read and an enjoyable story. And when you get blocked -- start storytelling in healthy and constructive ways.


These are fab lessons here for anyone working in organizations, or anyone who gets roadblocked and needs a way around. Stories, story tools and story processes just might be what you need!


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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StoryCode: Immersive Storytelling | Case Studies

StoryCode: Immersive Storytelling | Case Studies | Just Story It! Biz Storytelling | Scoop.it

Storycode is a non-profit community hub for independent cross-platform storytellers and an incubator for their projects. We are proud to host a community of creators who share their projects in great detail. Our creators share both successes and missteps in their process with a candor that members find invaluable. StoryCode documents these process-driven presentations, serving as a repository of cross-media project case studies.


Oh, no -- what a missed opportunity! And full of irony, to boot!!


When I stumbled on this page by Storycode (an organization devoted to immersive storytelling) and their page of case studies I thought, "Oh goody! Cool stories about cool story projects!" 


Then I read the case studies and was so disappointed. I had to keep drinking my coffee to stay awake while plowing through the descriptions -- not stories! -- of these amazing interactive story projects. Hence the irony.


I was sooooooo disappointed! What's the take-away here?


Well first, go check out the videos of these really interesting/fun interactive storytelling projects. Think about ways you can use these ideas and tools in your biz storytelling. And hang out with their community.


Second, please please please don't get stuck thinking there's a model for case studies to follow that is as boring as these.


Third, write storied case studies that share experiences and engage the reader. Or don't use case studies at all and just tell the story about the project. There is nothing sacred about case studies.


Storycode is doing great work out there in the world. If you want to hang out with a community devoted to immersive interactive storytelling, then check them 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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The Humble Business Card Gets Superpowers With NFC [share a story!]

The Humble Business Card Gets Superpowers With NFC [share a story!] | Just Story It! Biz Storytelling | Scoop.it
Near-field communication, appearing on more cellphones every day, has the potential to upgrade business cards -- if you can afford them.


Now this is cool -- here's a way to embed a quick biz story on your business card!


Or for performance storytellers -- share one of your short stories to promote your work.


Technology is amazing. Once the chip is part of your card, you can even reprogram it when you want to share a different story. In fact, you can even go so far as to have different things on different cards. If you don't want to share a story, add some kind of promotion.


This is pretty pricey right now, so you may need to wait. On the other hand, it could be an awesome investment.!


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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Data-Driven Brand Storytelling: 6 Steps to A Credible Story

Data-Driven Brand Storytelling: 6 Steps to A Credible Story | Just Story It! Biz Storytelling | Scoop.it
Credible stories are rooted in data, and your opinions add perspective. Develop more credible stories with these 6 steps for data-driven brand storytelling.


Got data? Need a story?

Got a story? Need data?


Then these 6 steps will help shape your data into a story -- or bring data into your story.


Marrying data and storytelling to make your point is sometimes tricky to do. What I really like about this post is that its first tip is all about figuring out what question(s) are top most in the minds of your audience -- because that is the first step in figuring out how to take your data and shape it into a story OR determine which data you need to help your story along.


The other 5 points are also really good: where to find data if you need it, how to vet and filter the data, choosing how to share the data visually, how to weave the story and data together, and then most importantly -- receiving feedback before you publicly share it.


Go read this article. I think you will find it very helpful!


Many thanks to Giuseppe Mauriello for sending me this article to review :)


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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Strategic Story and The Storytelling Leader

Strategic Story and The Storytelling Leader | Just Story It! Biz Storytelling | Scoop.it

"Because of my 10-years of involvement with Storytelling, I have had great opportunities to learn more about the engaging concepts of story, how to construct them, and how to deliver them."

 

The author, Jeff Brunson, is married to Becky Brunson who is the Program Administrator for the International Storytelling Center. Here he writes a delightful piece with gold nuggets at the end. His insights toward the bottom of his article are a perfect counterpoint to the article I just curated on how to persuade people to take action with your stories: http://www.scoop.it/t/just-story-it?q=examiner 


Jim's storytelling principles are at the heart of effective business storytelling:

  1. The Story Is Told for Another
  2. The Story is Toid In Search of a Truth
  3. The Story is Told Because you Care for the Hearer


Now what would happen if our business storytelling, brand stories, and marketing stories not only moved people to action, but met these criteria also? 


Well, for one -- you'd avoid all those feelings of manipulation.

And second -- your storytelling would be truly great work


For me, these are the business storytelling principles to aspire to! Read both articles and learn the dance of balancing these principles with persuasion / influence.


Thank you Hans Heesterbeek and Gregg Morris for originally finding and sharing this article!


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


Via Hans Heesterbeek
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Story Worldwide's Storytelling Matrix - Brand Building Model

Story Worldwide's Storytelling Matrix - Brand Building Model | Just Story It! Biz Storytelling | Scoop.it

"This excellent video by Story Worldwide has been featured on Brand Stories for a while now. Not sure if you’ve seen it? If you haven’t, it’s definitely worth your time."


Now here is a very articulate and clear model for brand storytelling. There are 3 axis and the short video explains how to read the model. From there you can easily figure out where you are, and where you want to go.


Nicely done!


And thanks to Omar Kattan of Brand Stories @BrandStoriesNet for sharing this material on his website Brand Stories and then sharing it on LinkedIn in the Brand Stories Group.


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 Structure Diagrams « Ingrid's Notes

Story Structure Diagrams « Ingrid's Notes | Just Story It! Biz Storytelling | Scoop.it
Yes, it's true, I've had story structure on the brain. I've also recently joined pinterest (of which I immediately became addicted). But there's a happy side effect of these two obsessions… this post!


Holy Cow! Here's a blog post with 10 different diagrams on story structure! I doubt you will ever need another story structure diagram after looking at these.


Some are similar. Some have their own unique twist. And then there's the 17 stages of Joseph Campbell's Monomyth to explore. Yikes -- that's a big one!


Of course, the simplest story structure is: problem -- resolution. Add to that a set-up/context in the beginning and a meaningful close at the end, and you are done.


Hah -- would that storytelling could be so simple! As every professional storyteller will tell you, a powerful story is all in the delivery. Still, if you don't follow the structures in these diagrams, you will simply end up with a plot-based description: "I went to the store. I bought some bread. I came home." No story there! I doubt you would pay money for that one.


Soooo -- check out these diagrams, use them to craft your stories, and you are half-way there. Then go work on your delivery :)


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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Elizabeth Rogers's curator insight, April 2, 2015 2:53 PM

TAKE A LOOK AT ALL THE DIFFERENT TYPES OF STORY STRUCTURE DIAGRAMS. WHICH LOOKS MOST LIKE THE ONE WE HAVE DONE IN CLASS?

Nathan Schultz's curator insight, November 25, 2015 6:10 PM

A more humerous link, this article uses various funny graphics to explain the basics of plot, character arcs, four act structures, ect.  Interesting because it using a newer medium to better explain an old medium.

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How Honda's Agency Taps Authentic Stories for Social | ClickZ

How Honda's Agency Taps Authentic Stories for Social | ClickZ | Just Story It! Biz Storytelling | Scoop.it

RPA's new VP and director of creative social media, J Barbush, seeks passionate everyday brand fans and stories.


Hey -- here's a company doing brand storytelling the right way! What a great article -- complete with examples and a video. The company? Honda!


What are they doing right?

  1. Listening first
  2. Finding authentic customer stories that have a connection to Honda
  3. Connecting with those customers and making them feel comfortable in sharing their story
  4. Sharing those customer stories but NOT as a campaign
  5. Recognizing that brand storytelling is iterative and evolves over time


The way they are doing these steps creates engagement. And I loved the story and the video.


Read the article for all the details about how effective brand storytelling is happening. Now here's the good part -- you can do this 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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10 (More) Amazing Videos About the Creative Process -- The Fuel Of Storytelling

10 (More) Amazing Videos About the Creative Process -- The Fuel Of Storytelling | Just Story It! Biz Storytelling | Scoop.it
We hand-pick the web's best videos about the creative process from some of the world's most talented creative minds.


I stumbled upon this the other day and couldn't wait to share it with you. And I thought Friday would be a great day so you can have a totally inspiring weekend!


I've watched all of these videos and they are awesome. And each one is different. Each has its own unique message/messages about creativity, art, life, and work. Fabulous!


These are keepers and I've added them to my 'favorites' on YouTube so I can go back and dip into them whenever I need a lift.


I hope you enjoy them as much as I do and take away lots of good stuff to incorporate into daily living!


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 future of storytelling’ media mindset bias | Limor's Storytelling Agora

‘The future of storytelling’ media mindset bias | Limor's Storytelling Agora | Just Story It! Biz Storytelling | Scoop.it
Any research project that comes up with a conclusion compacted into a couple of words all beginning with the same initial letter, instantly provokes in me the...


Ahhhh -- here's another great blog post about the nature of storytelling that teases out key distinctions between storytelling, technology, and media.


Today these 3 terms get lumped together in ways that are sometimes quite odd. Statements like, "with technology and media the very nature of storytelling is changing and evolving"  doesn't pass the smell test. Media and channels might be changing -- but storytelling itself?? Hmmm.


Here my colleague Limor Shiponi delves into a recent research report about the future of storytelling to show us the fallacies in the reports assumptions. And ask questions like, "What are we doing??!"


Now why should you care? Because no one wants to get sucked into hype that is creating distortions and false promises.


Oh, don't get me wrong -- I am just as excited about the future of storytelling in business as others. I just want to play with eyes wide open. Otherwise we'll all experience false starts, failures, and misdirection that will eat up time, money and effort. I'd rather be smarter going into a storytelling project than ending up disappointed!


So read this article and let me know what YOU think. It is not a very long article, but it is throught provoking.


What insight would you contribute to what Limor has begun? I look forward to hearing from you.


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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Why Story Matters

Why Story Matters | Just Story It! Biz Storytelling | Scoop.it

Telling is old school, pedantic, and pompous. Telling is transactional; it implies a giver and a taker. When you tell someone something, you shut down true communication. Modern, effective communication is about engagement. It’s about achieving resonance. It’s about moving beyond sympathy to empathy. Modern, effective communication is about engagement.


Ahhhhh -- words of wisdom from colleague Thaler Pekar about what everyone in business needs to recognize about story dynamics. And how working with these dynamics are so critical in today's new marketing/branding landscape.


I couldn't have said all better myself Thaler! Good job. 


Thaler writes for non-profits but the same principles apply to anyone in business -- large or small.


If you've been disenchanted lately with lackluster storytelling results in your business, then these story principles should get you back on track again.


Don't wait -- read this short but powerful article now. Don't get left behind.


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 does your brand stand for? [infographic]

What does your brand stand for? [infographic] | Just Story It! Biz Storytelling | Scoop.it
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...


Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.


There are 2 ways of finding your persona:

  1. Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries.
  2. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.


Thanks Jim for putting together this very helpful infographic.


And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)


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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Saptarishi Das's curator insight, August 21, 2013 1:13 PM

And the story begins..

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With Tattoos, Young Israelis Bear Holocaust Scars of Relatives -- A Story Trigger Example

With Tattoos, Young Israelis Bear Holocaust Scars of Relatives -- A Story Trigger Example | Just Story It! Biz Storytelling | Scoop.it
Some descendants of Holocaust survivors are having their concentration-camp numbers tattooed on their arms, a practice that provokes mixed reactions and a lot of conversation.


While this article is not directly related to business, it is a terrific example of a story trigger. When I write about story triggers, people often ask "What the heck is a story trigger?"


A story trigger is an icon, art work, symbol, phrase, or artifact that reminds people of a story and stimulates the telling of one. Sometimes a company's logo can be a trigger story.


This article is a perfect example of a story trigger. Once you read this very powerful post, you will understand the power of story triggers.


Corporate cultures and the story fields that they hold, are full of stories that are known and repeated throughout the organization. Many of these are important to keep and promote. They are gems that lend themselves to story triggers. Sometimes a company's values, vision, and mission could benefit from story triggers (although most values, vision and mission statements are deadly dull, not memorable, and need to be storified).


Hopefully this article will spark some ideas about how you can start developing and using story triggers in your work/business/corporate culture.


Thank you to colleague Lori Silverman for finding this and sending it to me!


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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Policy experts need to lead by storytelling -- fab lessons for us all

Policy experts need to lead by storytelling -- fab lessons for us all | Just Story It! Biz Storytelling | Scoop.it
The best way for a leader to persuade people to accept a counterintuitive health message is to craft a compelling narrative.


What a great story and insights this article contains. With lessons for us all in leadership, marketing, and social change.


Here is Kenneth Lin, a leader in public health, who shares his story of resigning his position because of clashing narratives. And his frustration with the truth narrative losing out. But he doesn't give up. He keeps going, and shares his insights about grand narratives, leadership, and perseverence with us.


For example -- are you telling micro or macro narratives? If you are telling micro narratives and expecting social change, it won't happen.


And how do you share a narrative that counters people's beliefs when those beliefs contain inaccurate assumptions? Every leader and social change agent wants to know the answer to that one.


Lin might not solve all of these problems in this blog post, but his insights about leadership, stories, and social change are worth the read and give us hope when meeting roadblocks.


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 To Ask [for stories]--And Listen [to stories]--Like You Mean It

How To Ask [for stories]--And Listen [to stories]--Like You Mean It | Just Story It! Biz Storytelling | Scoop.it

Questions are the expressive, probing language for growing others; listening is the receptive, facilitating language for growing others. These two complementary approaches form a continuous growth conversation loop.


Leaders who are helping others to grow and innovate are always trying to craft the best questions to make a difference. Here's how to ask the questions that will propel your team and your organization forward.


Listening -- I mean listening really well -- is sometimes hard to do. Here's a great article by Kevin Cashman, author of The Pause Principle, reminding us that the more deeply and authentically we can listen to another, the deeper our questions go, and the deeper our understanding becomes.


Listening deeply is the first storytelling skill to build -- so you know which story to share or ask for. And then so you can dig more deeply into the story to understand what it really means.


For leaders, this is essential. For anyone wanting to master business storytelling, it is critical. Many marketing and branding folks have still not caught on to listening as being a vital component when using stories.


Sooooo -- here's a reminder that also contains some great insights, a list of what not to do, and a nice section on the power of authentic questions.


Now I'll go on a hunt and see if I can find an article for you just on the Art of the Question. For as they say in Appreciative Inquiry, the question is the intervention -- so knowing how to craft and ask the question is key.


In the meantime, enjoy this article.


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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