Just Story It! Biz Storytelling
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Just Story It! Biz Storytelling
Growing leader's impact, influence and income through the power of business storytelling                  www.juststoryit.com  619-235-0052
Curated by Karen Dietz
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Inside the Storytelling Matrix, Part 1: Problem and Paradox

Inside the Storytelling Matrix, Part 1: Problem and Paradox | Just Story It! Biz Storytelling | Scoop.it

You’d think that a problem makes for an interesting story. But when it comes to telling the story of game-changing innovation, the “problem/solution” model is broken. This is why so many brands and causes have a hard time telling their story. When it comes to business, you want to introduce a paradox, not just a problem.


What a great post from colleage Michael Margolis on how to re-think the problem/resolution elements of a story into presenting the possbility & then the obstacle being faced.


This is an especially important insight for nonprofits to get because the problem/resolution set up starts out with a negative -- which can be a turn-off for people. As Michael says, we are surrounded by enough problems these days.


So turn the problem/resolution dyamic on its head and shift to presenting the possibility/obstacle dynamic instead.  That way you are leading with a positive, and then presenting the obstacle to overcome. Obviously then people's participation in the cause/business will help the obstacle be overcome. Or part of the obstacle has already been overcome with people's help.


Now, I would suggest doing the same for any business -- present the possibility and the obstacle, and then the resolution or call to action.


I be you'll feel better setting up your story this way, and so will your audience. Let me know how it goes!


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

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Effective Nonprofit Storytelling: Charity “Aspire” Gets Funding Through Targeted Emails Bearing Mini-Graphic Novels

Effective Nonprofit Storytelling: Charity “Aspire” Gets Funding Through Targeted Emails Bearing Mini-Graphic Novels | Just Story It! Biz Storytelling | Scoop.it
Merely knowing what a charity does isn’t always enough to convince potential donors to lend financial support. Sometimes you have to know who the charity does it for, too.


Now how creative is this?!! I love that nonprofit Aspire uses an infographic to share a story, and also creates a very effective video story about their email campaign using the infographic.


The infographic is not about the organization, but about the people it serves.  Yeah! They got it right!


Enjoy this material. You too can do this! And I encourage you to do so. It is quite ingenious and it will gain you results.


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

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Story Selling: The Nine-Word One-Minute Interview, Andy Paul's Defining Moment

Story Selling: The Nine-Word One-Minute Interview, Andy Paul's Defining Moment | Just Story It! Biz Storytelling | Scoop.it

My first ever interview for a sales job consisted of one question and lasted less than a minute. How I answered that question, and what followed, was one of the defining moments in my sales career. It just happened to occur before that career had even begun.


Now here is a great example of effective storytelling and story selling by sales professional Andy Paul in several ways:

  1. It is a terrific story that is the entire blog post (conveys messages through the story; does not contain lots of information with a little story sandwiched in between).
  2. The story conveys principles on multiple levels (personal values, sales values, corporate values)
  3. The story demonstrates/shows the value of integrity -- Andy doesn't talk about it, he brings us into his experience.
  4. The story contains all the elements of a compelling story (setting, problem,  drama/tension/conflict, resolution), including a key message at the end.
  5. It is easy to read (language, layout, length).


LOL -- Andy's a client -- can you tell?!


And I love that the story is about sales, but is not trying to sell you anything. Yet after reading the story, I bet most people would be very interested in purchasing and reading Andy's book.


You too can do this in your blogging and on your website. The more stories you can tell following the points above, the more trust (and sales) you will gain.


Thanks for sharing one of your stories Andy!


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

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Websites Are A Story: Telling stories with your designs

Websites Are A Story: Telling stories with your designs | Just Story It! Biz Storytelling | Scoop.it
Websites are incredibly versatile as a medium, to be used to display information and other content, and if well designed they can do this in an enjoyable way...


I really like this article because it approaches websites as a total narrative which all starts in its design. Notice I did not say text!


Yep -- design comes first and that is where the narrative for your business starts.  Ultimately your website needs to move the viewer along a story arc that leads them to take some action -- like buy your product/service.


Treating your web pages as discrete pages is not creating an overall narrative. Sure -- the content of each page needs to be crafted as a story. But all the pages need to link together to create a narrative. This is more than just page linking in technical terms.


So read this article for the insights about designing your entire website as a narrative. The author has great ideas and tips, along with examples. 


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

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Narrative Conference 2012: Narrativity in Organizations

Narrative Conference 2012: Narrativity in Organizations | Just Story It! Biz Storytelling | Scoop.it

Narrative Conference 2012 CopenhagenNarrative Conference 2012...NARRATIVITY IN ORGANIZATIONS -- How can a narrative approach to dialogues be used to support employees, teams, and organizational development? 


In many ways, Europe is ahead of the US when it comes to approaching business and organizational culture from a narrative approach.


The organizational track at this conference looks fabulous and if you have an opportunity to go -- or submit an application for a presentation -- then don't miss it.


The entire conference is on narrative therapy and community work. Two of the 3 tracks are applicable for business: Narrativity in Organizations and Storymaking.


If you go, I bet you will learn tons!


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

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Karen Dietz's comment, May 21, 2012 11:35 AM
Thanks for re-scooping this post Michel! I hope you or the people in your network attend. I would love to know what happens. Have a great week.
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Batman and the Storytelling Map -- Brand Storytelling

Batman and the Storytelling Map -- Brand Storytelling | Just Story It! Biz Storytelling | Scoop.it
In my last post I wrote about the Story Map I used to analyze stories and search for ways to incorporate brands into well known narratives. By using the same tools as Hollywood its possible to effe...


Well, this is interesting -- but maybe doesn't go far enough. The map is useful. The tricky part is putting all of the elements together effectively to create a compelling story. The nuances between these elements is not always obvious.


No question, these elements need to be present. But conveying tension, motivation, conflict, and empathy are done by employing either linguistic devices like contrast, triggering emotions in the reader, etc. They are subtle, powerful techniques that are more often experienced rather than told.


And in the end, all business storytelling is about moving people to action. While Batman is an engaging story, it doesn't move us to take action. That is what is missing on this map, which is why I said it probably doesn't go far enough.


But overall I like what is being said. Now we need to watch for the next installment where the author will share how he has used the map to create pharmaceutical brand stories. 


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

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Throw a Storytelling Party!

Throw a Storytelling Party! | Just Story It! Biz Storytelling | Scoop.it
Everything you need to know about how to host truly unique storytelling parties. With storytelling ideas, storytelling kits, seasonal party ideas.


Hey --it's Sunday and a perfect day to relax and plan for summer fun!


I ran across this article that has nothing to do with business storytelling but is a treat nontheless -- Plan a storytelling party! It sure will to build storytelling skills plus learn amazing things while having a good time with friends and family.


On this website there is everything you need to know to throw a successful party.


Now if you really wanted to apply this to your organization, use all the ideas and suggestions here, just shift the topics to fit your needs. Throw a storytelling party for employees! Throw a storytelling party for customers! Just remember to keep having fun :)


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

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Have a HEART – Part 2: Emotions, Stories, Biz Success

Have a HEART – Part 2: Emotions, Stories, Biz Success | Just Story It! Biz Storytelling | Scoop.it

Welcome back to Have a HEART, Part 2, Exploring the role of EMOTIONS in todays business world.
In part 1, I introduced the subject of emotions in business and why they’re becoming increasingly important in staging customer experiences and influencing buying decisions. I also shared some ground breaking research, conducted by Colin Shaw and his Company, Beyond Philosophy. That research revealed for the first time ever ”the empirical link between evoking certain emotions along the customer experience journey, and increasing and decreasing revenue”.


Wow -- what an information packed article on the importance of emotions in marketing, branding, customer experience and the link to effective storytelling.


As I work with clients on their biz stories, identifying, articulating, and consciously working with emotions in their content and marketing is challenging for them.


This article is going to be a huge assist in helping them (and you) figure it all out. There are plenty of examples and links to other resources so you will want to bookmark this article and keep digging into its material.

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Five Things Marketers Can Learn from the Meaning of Stories

Five Things Marketers Can Learn from the Meaning of Stories | Just Story It! Biz Storytelling | Scoop.it
Stories are one of the most powerful tools in our communications arsenal.  Since the beginning of language, they continue to inspire, motivate, and engage...

 

I love this article because it focuses on the connection between stories, how stories create meaning, how customers are searching for meaning, and insights into using meaningful stories to create strong brands.

 

It's a quick but powerful read -- and it will get you thinking a bit differently about how your are working with your stories, or the opportunities you might be missing.


Via Jim Signorelli,Story-Lab
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The Bridge Is Out - Epic Stories In Presentations

The Bridge Is Out - Epic Stories In Presentations | Just Story It! Biz Storytelling | Scoop.it
Do not undervalue the benefit of a longer, more detailed story in providing learning experiences. Anecdotes and “training fables” can be very effective and they do have their place. If you can work in a longer story, though, you can have greater emotional involvement. That is the most effective memory resource of all.


Here is what I love most about this post -- its reminder that longer stories are just as important to share as short anecdotes.


In today's short-attention span world, the prevailing notion is that people have no tolerance for longer stories -- especially online. Balderdash, I say!


What anyone needs to pay attention to is finding the right places for sharing those longer stories. A few questions to ask yourself are: 

  1. What is my purpose in sharing this story?
  2. What work do I want this story to do?
  3. What is the best channel (on-line channels & off-line channels) for sharing this story?
  4. If this longer story is going to be shared on-line, how do I need to prep my audience so they are ready to listen to it?


Read this short article to discover how the author crafted and shared his longer story. And don't sell yourself (or your audience) short by only going for those quickie stories!


Via Kathy Hansen
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Snowmen Stories from Calvin and Hobbes

Snowmen Stories from Calvin and Hobbes | Just Story It! Biz Storytelling | Scoop.it

Hey -- it's Friday and we all need a laugh. So here's some Friday Fun :))


I love the Calvin and Hobbs comics. I ran across these today and couldn't stop grinning. OK -- so it's not winter any more but we sure can laugh now about the melted snows, and appreciate the ingenious creativity of these strips.


Who knows -- maybe some of this out-of-the box thinking will rub off on our us and we'll approach our work with stories in new ways.


In any event, have fun!

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Electronic records don’t tell us stories that make cognitive sense

Electronic records don’t tell us stories that make cognitive sense | Just Story It! Biz Storytelling | Scoop.it
After two months of use, we’ve learned to our sorrow that EMRs don’t tell us stories that make cognitive sense.


For years we've suffered from 'death by PowerPoint' as people's thinking and experience was forced into this limited computerized framework for transfering knowledge.


Now physicians are facing a similar problem. That's because we think of knowledge as discrete pieces of information instead of knowing that knowledge is best conveyed through stories and rich media imbedded with layered meanings.


Oh, when will we learn? Patients ARE stories. 


You would think that with all the work going on in storytelling these days (social media, marketing, branding, sales, leadership, agile software development, architecture, education, training, teamwork, and other business applications) someone somewhere would get the idea that Electronic Medical Records (EMR) should allow for story capture.


Oh well. OK, I'll get off my soap box now.


To really understand the beauty and the warts of EMR and its connection to storytelling, read this article. Maybe you'll be the one with the breakthrough idea and be the next mega-millionare for solving this problem!

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Storytelling Reconsidered

Storytelling Reconsidered | Just Story It! Biz Storytelling | Scoop.it
As you may already know, storytelling can be a powerful tool in any marketer’s repertoire. Crafting and telling engaging stories is an important skill to develop.


“If you know what story your customers live in, you can sell to them with ease.

… there is one thing I know for certain: You want to make your story BETTER.

Stories run deep. If you want to change the story you’ve been in to the story you want to be in, it’s best to just assume it’s going to take everything you’ve got. If there’s a resource that is capable of improving your story, you should avail yourself of it.”


I really like this article because of the solid advice it gives about how to frame and orient your business stories. For example, it's all about THEM and not you! And work with an org story professional to make sure you've got the stories well crafted (even I do this). Plus, if you are not happy with the story that defines you, then change it!


There are the points about Eucatastrophe and and lessons from Captain America. Fun, imagintative, and great points/reminders for us all!

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8 Tips for nonprofit [& for profit biz] storytelling

8 Tips for nonprofit [& for profit biz] storytelling | Just Story It! Biz Storytelling | Scoop.it
What’s your story? Finding and telling an organization’s most compelling stories is always my first step in the consulting process.


Here are 8 great storytelling tips for any nonprofit or for profit business. It's all about how to find your stories.


There are plenty of articles on how to tell a really engaging story that moves people to action. But where do you get those stories from?


Follow these tips and you will soon have a wealth of stories to choose from!  I particularly like tip #6 -- Listen. Yes! So often this is left out of the equation. We are so busy thinking about the questions to ask and how to respond that we forget that the magic in evoking stories is simply to listen delightedly -- not critically.


And then tip #8 -- don't polish your stories too much. Well, keep them authentic but do clean them up a bit. There is no excuse not to have a well-crafted story. Not everyone on video is a good storyteller. And turning a recorded story into a well-written story takes crafting. My advice? Craft an awesome story while keeping it authentic --you want the person telling the story to be shown in the best light possible!


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

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CharacterLab :: Figuring Out Your Brand Story Persona

CharacterLab :: Figuring Out Your Brand Story Persona | Just Story It! Biz Storytelling | Scoop.it

While it may not have been popular marketing theory at the time, the most successful brands figured out decades ago that it takes character to turn a product into a brand. When a brand has character, it takes on an identity of its own. Its every word, gesture, action, became natural expressions which make the brand instantly recognizable.


What is the character or persona of your brand? The company Added Value has a tool called CharacterLab that helps you figure this out.


There is a free demo to try at this site. The demo will give you a series of photos and characteristics to rank. At the end it will give you the character/persona of your business -- if you are a sole proprietor.


Give yourself some time to work through the demo -- it will get you thinking and the sorting isn't easy. But I was very pleased with my results!


Turns out my business is characterized as the Creator/Sage. Just make sure you take notes at the end. I tried to bookmark my results, but when I tried to view that page again, it led me back to the original demo page. Bummer! But understandable.


Once you have your results then the real work begins -- crafting your brand to be in alignment with your character/persona. That includes aligning the language you use, your colors and graphics, web design, and marketing materials to your character/persona.


Knowing your character/persona really takes a lot of the mystery out of creating your brand and telling your stories.


So go have fun!


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

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Apple, Victoria's Secret And IKEA All Fall Into The Same Brand Archetype

Apple, Victoria's Secret And IKEA All Fall Into The Same Brand Archetype | Just Story It! Biz Storytelling | Scoop.it
What do the Apple, Victoria's Secret and IKEA brands have in common? They're all from the same archetype.

 

The brand are "Creators," according to a case study from marketing firm Added Value.

 

It's all about how consumers are able to use the brands to create their own identities. Creator brands allow people to "tap into their potential and re-invent themselves — their minds, personalities, environments, bodies, ambitions, and dreams," according to the report.


OK -- I curated this piece because it show how specific archetypes are reflected in organizations. It is a very brief article and starts to get us thinking about how this information can be used in marketing, branding, and advertising. But make sure to click through to Added Value http://www.added-value.com/culturaltraction/index.html and poke around their site for more info, case studies, and their tool.


But here is what I find disturbing about this short post and the Added Value website -- nowhere does anyone mention that these archetypes originally came from Carol Pearson's and Margaret Mark's book The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001) http://www.amazon.com/The-Hero-Outlaw-Extraordinary-Archetypes/dp/0071364153/ref=sr_1_1?s=books&ie=UTF8&qid=1337476690&sr=1-1 


Enjoy poking around the websites, but go read the book!! It contains a wealth of fabulous information and how-to tips you can use immediately for articulating your brand and targeting your communications (I'm not affiliated in any way with the authors).


Via Gregg Morris
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Data Storytelling: The Art and Science of Social Media Metrics

Data Storytelling: The Art and Science of Social Media Metrics | Just Story It! Biz Storytelling | Scoop.it

What is data storytelling?
In two parts, it’s (1) how we use data visualization to help us see and read the story social data tells, and (2) how we as social media experts package that story and make adjustments to campaigns.


It should, but unless we can find the answer to the question “so what?” all that data just seems time-consuming. That’s why we practice data storytelling. It’s the act of data visualization before, during and after mining/analyzing data.


For all of us who want to know how to share the stories data tells, then this article gives a great framework. You'll have to read down to the end, however, to get to the gold.


Most of the article is about measuring social media campaigns. Then we get to the good stuff: the model for storytelling with data that contains 5 elements.


The other insights are good, so grab those. Then pay attention to those 5 elements and start working on your data stories. The model should get you started.


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

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Debra Askanase's comment, May 23, 2012 8:03 AM
Wonderful find! Thanks for sharing here.
Karen Dietz's comment, May 23, 2012 3:25 PM
Glad you like it Debra! It seems to be 'nonprofit week' here and I also really like the additional articles I've curated here -- they've got great creative insights! I hope you dig into those too. Stay awesome :)
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5 Ways to Weave Every Element of Your Nonprofit's Story onto Pinterest

5 Ways to Weave Every Element of Your Nonprofit's Story onto Pinterest | Just Story It! Biz Storytelling | Scoop.it
The only nonprofit marketing trend hotter than storytelling is visual storytelling. And the social media site Pinterest, a virtual bulletin board for interesting web pages and pictures, lends itself to visual storytelling techniques.


I like these ideas here! They will definitely get you thinking more about how to effectively use Pinterest for sharing your organization's story -- whether you are a nonprofit or for-profit enterprise.


Now if only Pineterest would let you group photos together within boards you could REALLY tell your stories better. I hope they add that functionality soon.


In the meantime, create your boards and start pinning! Then check out the Scoop.it material by my friends and colleagues Jan Gordon and Michele Smorgon called Pinterest Watch for all the tips and tricks for leveraging Pinterest in social media campaigns http://www.scoop.it/t/pinterest-watch 


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

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7 Ways to Develop Employees into Digital Storytellers to Boost Their Skills AND Your Company’s Resources

7 Ways to Develop Employees into Digital Storytellers to Boost Their Skills AND Your Company’s Resources | Just Story It! Biz Storytelling | Scoop.it
One creative and immediately available way to develop your staff outside the training classroom and “outside the box” is to turn them into what I call...


What a great article that's also a quick read. Here the author gives 6 creative ideas for how employees can capture stories within your organization to keep a constant stream of stories coming in.


This is what I call 'sustainable storytelling.' A ton of focus these days is on crafting and sharing your biz stories for marketing, branding, sales, etc.  Read some articles, take some workshops, and you are all set.


But what is mostly ignored is how to imbed storytelling as a core competence within your business. For storytelling and story sharing to be a core competence, there must be processes and structures in place to bring you a constant stream of stories to listen to, craft, and share.


This article has some great ideas -- and they sound like fun, too. I hope this gets you thinking about different ways to continue to capture stories for your organization!


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

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Karen Dietz's comment, May 20, 2012 4:55 PM
Thanks for re-scooping this article Brian! Have a great day :)
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Storytelling: What Technology Means vs What It Does

Storytelling: What Technology Means vs What It Does | Just Story It! Biz Storytelling | Scoop.it

THIS LINK HAS MOVED: HERE IS THE CORRECT ONE: http://blog.pgi.com/2012/04/storytelling-what-technology-means-versus-what-it-does/ 


This video has been a point of discussion this week among our PGi team...Challenge yourselves to be storytellers, architects and visionaries, not simply marketers or business owners, and tell a story that engages your audience on a deeper level.


Oh how I love this 6min. video and oh how I love the written intro! Both the post and the video are perfect examples of the WHY behind a business or product. 


I curated another article earlier focusing on the WHY in order to create an effective story brand. Here is what that looks and feels like.


And besides -- it's the weekend and we could all use a little inspiration. This video has it in spades. Enjoy!


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

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StoryBranding Part II -- Your 'Why'

StoryBranding Part II-How it works- Learn about how the persuasive powers of story can be applied to your brand.


This is the second video about story branding from Jim Signorelli. It is short, sweet and to the point -- focusing on WHY.


By WHY, Jim means -- what is the 'why' behind your business? What is the cause behind what you do? 


Understanding, articulating, and communicating the WHY of your business is the first critical step in story branding.


Because remember -- people don't buy the 'what', they buy the WHY.


Enjoy this video and if you haven't already, start figuring out your WHY!

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clarice's comment, May 21, 2012 1:18 PM
I really liked this video, Karen, thanks for discovering it. (I've tweeted it forward, too!)
Karen Dietz's comment, May 21, 2012 3:21 PM
Thanks Clarice! Glad you like it so much. Jim Signorelli is terrific. Have an awesome day :)
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Sell Me A Story

Sell Me A Story | Just Story It! Biz Storytelling | Scoop.it

Jim Signorelli outlines the 6 Cs of StoryBranding: a breakthrough approach to identify and develop a compelling brand story.


Once again author Jim Signorelli nails it as he helps us understand how to effectively use stories and story elements in branding.


Here he chats about the 6 C's of story branding and creating a StoryBrief:

  1. Collect (the back story)
  2. Characterize #1 (you)
  3. Characterize #2 (prospect)
  4. Connect
  5. Confront
  6. Complete


What I like about the article is how clearly Jim connects the dots for us all. He brings a template to us for the StoryBranding process that also assists us in our communications planning.


Read the article for the explaination of the steps and then get busy creating your own StoryBrief!

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How to Engage Your Customers and Employees [a road map for stories]

How to Engage Your Customers and Employees [a road map for stories] | Just Story It! Biz Storytelling | Scoop.it

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Instead, potential customers interact with each other, bypassing sanitized corporate messages devoid of meaning or value.


'Engagement' is dominating the business conversation these days because it is where the world is moving to. Everybody wants customer and employee engagement. Nice concept -- but how do you do it???


When I found this article, I said "Finally, here is how to think about this whole 'engagement' thing, and how to craft some next steps!"  The author clearly spells out what is involved in customer engagement.


The author Ray Wang shares 9 key components of successful engagement: 3 are people-centric values (the why & your starting point), 3 are delivery & communication styles (the how), and 3 are the right-time drivers (the when).


This is no easy task, and there's lots for you to figure out here as you grapple with these 9 components. I've already started making lists and jotting down ideas as I think about the culture of my small company, the community I serve and the steps I take to be credible (the 3 parts to the 3 people-centric values components).


Where do STORIES come into play? In how you connect with your communities (which stories to tell), the content you share, they are your catalysts, and your currencies -- which are all part of the 9 key components. Storytelling is woven through them all.


When you combine this article with the video from Amy O'Leary on "Beyond the Like Button: Digitally Addictive Storytelling & the Brain," http://www.youtube.com/watch?v=thVbdqY-cCg&feature=player_embedded you will move light years ahead in engaging customers and employees via stories and story sharing.


These 2 pieces are some of the best material I've curated lately -- and definitely keepers in my book.

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Karen Dietz's comment, May 16, 2012 5:49 PM
Thank you for re-scooping this article Jerry! Have a good week:)
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Storytelling: Why Some Written Communications Succeed and Others Don’t | Story Mentor

Storytelling: Why Some Written Communications Succeed and Others Don’t | Story Mentor | Just Story It! Biz Storytelling | Scoop.it
The moral of this story is that storytelling is powerful. The better we understand its requirements, the more successful our communications will be.


I like this quick read because it contains a section on what unsuccessful communication /biz stories looks like. That is so helpful! Sometimes knowing what to move away from is easier to do than following a list of to-dos.


I hope this makes your biz story crafting a bit less challenging!

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Transactional Storytelling: Telling Stories in the Retail Space

Transactional Storytelling: Telling Stories in the Retail Space | Just Story It! Biz Storytelling | Scoop.it

Transactional Storytelling is the construction of a story through the trade and repurposing of images and image sequences. The intention behind it is using the retail experience to elicit a consumer dialog that boosts empathy and provides meaningful moments.


Now here's a new development for you: environmental storytelling in retail spaces. It's not about Earth Day or messages about the environment. It's about well-crafted storied spaces. Think of stage sets combined with scripts, sounds, and aromas to create an enhanced customer experience. It's wrapping people in a story and delivering a message at the same time.


It's also about using story triggers effectively, although that is not directly talked about in this post.


Of course, this really isn't that new. Walt Disney and his Imagineers have been masters of building stories via physical structures/environments for decades (Disneyland, etc.). And the Vancouver company Envisioning and Storytelling has been creating these storied environments for real estate sales offices for quite a long time now too.  


Now retail is getting into the picture in a bigger way. Not sure how all this is going to work out -- is it really storytelling?? -- but it's interesting to watch. So stay tuned!  

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