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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Brand Storytelling at Its Finest -- TOMS Shoes

Brand Storytelling at Its Finest -- TOMS Shoes | Just Story It! Biz Storytelling | Scoop.it

What makes a brand stand out? What makes a brand resonate with consumers? What makes a brand evoke an emotional connection that is so powerful, it turns consumers into brand ambassadors? It’s when a brand can tell an incredibly influential yet simple story that touches a consumer on a personal level.


It boils down to this: "Why have I felt so compelled to focus on this one brand? It’s really quite simple. This brand has forged an emotional connection with me. I honestly want to buy as many shoes as I ca,n because I know I am doing something good at the same time."


The author Natalie Drugan does a great job in pulling together how brand storytelling has propelled TOMS Shoes to success.


In the end, she challenges us all to tell our own inspiring business stories. And we all have them. Now go find yours if you need to!

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If you’re in the business of storytelling, you need to adapt to a storytelling way of business

For over one hundred years now, agencies have been organized to create, produce and place either individual messages or groups of messages categorized together as “campaigns.”


Campaigns are going the way of the dinosaurs, it seems.


I'm fascinated by how PR and ad agencies are shifting and changing in response to storytelling as a pull dynamic (we pull you into our business with stories) in the business landscape as opposed to the traditional push dynamic (we push our message out to you).


I like this article because it reminds us that storytelling is an iterative process, not a linear one. And that storytelling is about an ongoing conversations instead of a broadcast.


There are 3 questions at the end to help readers assess where they are with their brand story. This is a good quick read, and a reminder about how our thinking needs to change as we get our heads wrapped around effective business storytelling.

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Zeega Enables Communities to Create Interactive Documentaries, New Forms of Storytelling | PBS

Zeega Enables Communities to Create Interactive Documentaries, New Forms of Storytelling | PBS | Just Story It! Biz Storytelling | Scoop.it

We at Zeega want to enable anyone to create interactive documentaries and invent new forms of storytelling. Today is a moment of dramatic media transformation. We see this as an opportunity for journalists, artists and the public to invent new ways to tell and gather stories.


Zeega looks like an application that bears watching. Read about their collaborative story projects and think about how you might be able to use this documentary story tool to create business stories of your customers or stories about your business.  Think of customers and you creating collaborative stories together.  Think of you and your staff creating collaborative stories together about your business.


Hmmmm -- lots of food for thought here.

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Essential organization stories every nonprofit [& business] tells to be successful

Essential organization stories every nonprofit [& business] tells to be successful | Just Story It! Biz Storytelling | Scoop.it

Organization communication has the power to be effective through the use of seven types of stories, all essential to success.

 

What a great list with good explanations for each type of story. Whether you are a nonprofit or a for profit firm, use this list to develop your repertoire of stories to share with others and grow your business.

 

Thank you fellow curator Wilton Blake for finding and sharing this article!


Via Wilton Blake
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Pinterest is Great for All Types of Professionals - Here's Why

Pinterest is Great for All Types of Professionals - Here's Why | Just Story It! Biz Storytelling | Scoop.it

This piece was written by Carolyn Elefant for Smallfirminnovation and she has some very interesting suggestions for professionals and how they can take advantage of this exciting new site.

 

And review below was written by fellow curator Jan Gordon on her new Scoop.it curated content called Pinterest Watch. I've added this to the collection here because it looks like Pinterest is going to be a great visual storytelling tool.  I've already signed up for an invitation and can't wait to get started. 

 

Pinterest is definitely not going away anytime soon, I've been on here for a week and it's a whole new way connecting with people through points of interest by sharing topics that tell a story about your business. It's a wonderful way of interacting with them without being intrusive while observing who your customers and seeing how  you can might be of service to them.

 

Here are a few great tips that caught my attention:

 

Depending upon your practice focus, Pinterest can provide a similar source of content.

 

**For example, if you represent small business owners, you might create a board for low-cost office products.

 

**If you work with families with children with special needs, you could aggregate educational toys and products that might help overwhelmed parents alleviate stress.

 

**As you take a look around Pinterest, you’re sure to come up with ideas that work for you.

 

Curated by Jan Gordon covering "Pinterest Watch"

 

Read full article here: [http://bit.ly/yze3vV]

 


Via janlgordon
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Rowan Norrie's comment, January 13, 2012 6:45 AM
Looks interesting Karen. Have signed up, so see how it goes.
Karen Dietz's comment, January 13, 2012 11:07 AM
Yeah, can't wait to get started and share what I learn, along with my pinned pages. Stay tuned!
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How to Become Your Company's Storyteller

How to Become Your Company's Storyteller | Just Story It! Biz Storytelling | Scoop.it
Biographies, product histories and compelling anecdotes can lend a personal touch to any brand--and this resonates with consumers.


This post has great examples of companies who are telling their stories effectively -- including local San Diego business Chuao Chocolatier (one of my favorite chocolates).


Other companies discussed here include erincondren.com and Stauer -- small companies who are making a big impact because of their storytelling.


All businesses in this article either told their personal story in their 'About' and other website pages, or shared the 'history' behind each item they sold.


I had to laugh that the consultant interviewed in the article felt she had to ask nosy, rude and irrelevant questions in order to collect the companies stories.  Obviously she does not know tried and true story evoking techniques.  


There are many other great insights in this article to gather: understanding the 'underdog effect,' emotional connection, and figuring out what your goal is -- so go read it!

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Curation As Story – The Importance Of Human Filters

Curation As Story – The Importance Of Human Filters | Just Story It! Biz Storytelling | Scoop.it

This piece was written by Jeff Turner who has curated a great conversation from members of a tweetchat #tschat today.

 

The article and review below if from fellow curator Jan Gordon and her Content-Curation-Social Media Scoop.it. Thanks Jan for the article and great review! I then read that another fellow curator, Beth Kanter (Social Media & Nonprofits Scoop.it) created the graphic that's used here, but for different blog post of hers.  Ahhh, the social nature of the web!


I hope my readers start thinking about any content they are putting together (website, blog posts, curated topics, etc.) as a larger story that should all be hanging together as a coherent piece.

 

Here's Jan's review:

 

There are many forms of curation, I think this is an excellent real life example of the many ways you can use curation to add value for others.

 

I agree with this, no matter what you're curating, it has to have a story that ties it together:

 

"Curation is a form of storytelling. Curation tools need to support this truth."

 

**Collecting content without qualitative human judgement is aggregation, not curation. The best automation tools alone will never replace the ability of a human being to provide meaningful context.

 

****And the best curation, the curation I subscribe to via email, takes context to the next level. It tells a story.

 

**This post is being written, primarily to serve as an example of what I’m calling “social curation.”

 

**The act of curating a conversation, like the one that took place this morning at #tschat, should be a storytelling act.

 

**every act of curation is a storytelling exercise, whether you use a tool hosted on a third-party site, like Pinterest or Storify, or whether you choose to use tools that allow you to self-host your curation.

 

**In the end, the story is what matters. It’s what has always mattered. Have I told a story, or have I simply collected a bunch of links?"

 

Selected by Jan Gordon covering "Content Curation, Social Media and Beyond"

 

Read full post here: [http://bit.ly/uSxFoL]


Via janlgordon
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Beth Kanter's comment, December 27, 2011 11:49 AM
Just noticed that he used a graphic I created! Small world. Good one for my nonprofit curation list.

I really like that last question -- curation is a storytelling act
janlgordon's comment, December 27, 2011 1:06 PM
Beth Kanter -
I love that graphic:-) -

Yes, he makes alot of sense, simple, but to the point
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Case Study: Zappos — How to Create and Tell a Unique Corporate Story

Case Study: Zappos — How to Create and Tell a Unique Corporate Story | Just Story It! Biz Storytelling | Scoop.it

"When you create a strong brand, creating a memorable story is easy. Opportunities to tell your story begin with your employees and radiate outward.  Your story goes viral effortlessly."


So says author Gail Kent and she's right.  Whether you have employees or not, her advice for creating your unique brand story is useable for any size business. It has to do with values, passion, standing out.


Gail uses the company Zappos as an example to illustrate her points.  And there's a great video to watch where Zappos shares its story.


Read the author's tips and start creating your unique story. Enjoy!

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Authenticity Vs. Perfection: How To [Story] Brand Like A Rock Star | Fast Company

Authenticity Vs. Perfection: How To [Story] Brand Like A Rock Star | Fast Company | Just Story It! Biz Storytelling | Scoop.it

Billy Joel’s schmaltzy ballad “Honesty” spoke the truth back in 1979.


I really like this post because it is all about the quality of authenticity -- and not worrying about being perfect!


Authenticity is the heart and soul of business storytelling. This post uses rock bands to talk about this.  As the author says, "There was a point, only a few years ago, where having a solid rock star brand meant covering up every wart and imperfection."


And, "A point to consider about honesty in branding: We human beings are wonderfully imperfect creatures, and we can only relate and bond with other wonderfully imperfect creatures."


Dare to be honest, authentic, and imperfect in your stories and story sharing.  It will make you much more human and relatable :)

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Karen Dietz's comment, January 3, 2012 6:24 PM
Thanks Jan!
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Information Architecture as Storytelling - 2011

Dave Mamet tells us that story is what happens to the protagonist in pursuit of a goal.


Storytelling is all around us and is becoming more and more imbedded in the guts of our technology.  We know storytelling is critical in software User Design (UX) and now we see it popping up in Information Archictecture (IA) -- a vital piece in website design and branding.


You need to know about this in order to have a fully functioning website and an effective brand.


I am not a geek but this Slideshare presentation made totally perfect sense to me! Be willing to continue to expand your horizons for story applications . . .

+ improve your website + your branding.

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Essential Skills for 21st Century Survival: Part 6: Storytelling

Essential Skills for 21st Century Survival: Part 6: Storytelling | Just Story It! Biz Storytelling | Scoop.it

"In today’s polarized and fractured narrative landscape, the winners are those who can get above the noise and weave new mythologies that act as a beacon of light for the path ahead."


THE ORIGINAL LINK IS BROKEN! HERE IS THE NEW ONE: http://emergentbydesign.com/2011/12/10/essential-skills-for-21st-century-survival-part-6-storytelling/

How here's some great food for thought about storytelling, how our cultural landscape is changing, and new stories that are emerging via businesses. The author suggests we've fallen into a myth gap.  As the author says, "People are disillusioned and lacking trust, and a new story infused with simplicity, aesthetics, beauty and grace will go far."


Are your stories big enough? Are they sustainable over time and space? Do your stories touch on the qualities the author lists?


I would love to know what do you think about this article & video and how it might shape your thinking/actions in 2012.....

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Your Visual Brand Begins With You, Not Your Graphic Designer ...

Your Visual Brand Begins With You, Not Your Graphic Designer ... | Just Story It! Biz Storytelling | Scoop.it
But before you can expect a graphic designer to work his magic, you need a script, or brand narrative. If you can't afford to hire professional to help you define and craft a written brand narrative that describes the qualities and ...


Oh, truer words could not be said! Here is another reason why crafting your business stories is so critical to marketing and branding -- they provide all of the key elements a graphic designer needs to craft your branded look.


Your business stories, if crafted well, are chock full of visual imagery. That's food for the graphic design gods! Don't give them an empty plate and expect miracles.


Read this article for more tips and insights.  

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15 copywriting [story] formulas that sell like gangbusters

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

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


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


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

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3 Beautiful Examples of Video Storytelling & How It Boosts Loyalty -- NOT!

3 Beautiful Examples of Video Storytelling & How It Boosts Loyalty -- NOT! | Just Story It! Biz Storytelling | Scoop.it
When you're marketing your small business you often find yourself recalling different situations and moments that best illustrate what you're trying t (I agree.


OK -- after watching these 3 videos I only counted 1 story among all of them -- and it was a story fragment at that. Bummer, because I was really excited to listen to some great storytelling based on the blog author's descriptions.


So what are these videos? Profiles.  Full of concepts and information.  Please don't do what these folks did.  Tell stories!


Each one of these videos could have been dynamite if the owners had shared the defining moment that got them to start their business.  


Each one of these videos could have been awesome if they had shared a customer story.  


Each one of these videos could have been riveting if the owners had shared their vision of the future.


Those are the kinds of stories we want to hear! And that's what builds customer loyalty -- not profiles.

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So That’s What “Build Your Brand Story” Means!

So That’s What “Build Your Brand Story” Means! | Just Story It! Biz Storytelling | Scoop.it

The advertising agency had to reinvent the Volkswagen for the U.S. market, because we still had a lot of hard feelings after the war. And they did. They took a German made car and turned it into a U.S. quality brand. How? With stories. The really fascinating thing about the Volkswagen ads is the stories they create.


I like this article because it's a story about how a guy finally 'got' that every brand has a story -- and it is done through sharing a story.  So it's double fun.


The author shares his story and experience with Volkswagon. In his story we come to understand more about the critical links between branding and storytelling.


Unfortunately at the end, the author's advice is to NOT tell a unique story -- just a relevant story to your customers/prospects.  LOL -- every business is unique and their stories will be unique.  And there's nothing more unique than Volkswagon! But point taken -- don't get so wild that people can't relate to your stories.


Enjoy this read.

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Rowan Norrie's comment, January 19, 2012 12:19 PM
great example, Karen!
Karen Dietz's comment, January 19, 2012 4:36 PM
Thanks! Glad you like the article and example. Have a great rest of the week!
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5 Strategies for Creating Magnetic Online [Storied] Content

5 Strategies for Creating Magnetic Online [Storied] Content | Just Story It! Biz Storytelling | Scoop.it
Brands are content publishers, and the Holy Grail of brand-produced content is magnetic content.


Read this article for 5 strategies that will help you create magnetic stories to share about your business, products, or services.  


The 5 strategies include:

  1. Make it relevant
  2. Connect across time
  3. Extend across media
  4. Inspire people
  5. Draw from the everyday


Each strategies has a video that illustrates the point the author is making.


I think 'Make it relevant' needs some work though. I get the point the author is making with the video that's included, but more could be said here -- like, "make sure your stories help customers find answers to the problem they are trying to solve." Can't get more relevant than that.  Or "have your stories reflect the values, needs and desires of your customers."  You get the idea.


I bet you'll gain several ideas from this article and videos that you'll be applying to your business storytelling. 

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12 Most Transformational Business Insights From The Last 11 Months -- Lists Storytelling!

12 Most Transformational Business Insights From The Last 11 Months -- Lists Storytelling! | Just Story It! Biz Storytelling | Scoop.it
Don F Perkins captures key business insights from the last 11 months.


So cool -- Storytelling ranks #1 and #12! Truly business storytelling is on the radar screen.  Read the rest of the list to get the whole picture and where this may lead in the future.

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Narrative Transport: Worry less about the shoelaces -- Seven Story Learning

Narrative Transport: Worry less about the shoelaces -- Seven Story Learning | Just Story It! Biz Storytelling | Scoop.it
Wait a second, though – have you developed a compelling new branding story with the customer as the hero? As enthusiastic as you may be about the new product features, it may not mean much to a skeptic.


Love love love this article -- about the research and mechanics of narrative transport and how it actually applies to businesses in their marketing and advertising.


Understanding these principles not only makes us smarter about our work, but we have more control (read more success) when we know about, and can apply, these principles to our business storytelling.


The author cites academic research and links to the research article -- but writes in such an engaging (re: storied) way that we completely understand what narrative transport is and what to do about it by the end of the article.


Yahoo!

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Cause Marketing and Fundamental Human Needs by @brianfmartin | Spin Sucks

Cause Marketing and Fundamental Human Needs by @brianfmartin | Spin Sucks | Just Story It! Biz Storytelling | Scoop.it

Cause marketing is now expected from companies and brands. Instead, I propose marketers trace their efforts back to those basic human needs and start trying to meet them.


There are 2 points this article makes that I like:

  1. Make sure the business stories you are telling connect to fundamental human needs
  2. Make sure your business stories, values, and the values of your customers are aligned.


The author also makes the case for adding cause marketing into your efforts.  Read this article to see how KFC didn't connect these dots and got in trouble, and what happened when Yoplait did and won.

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Stories and Games Part 2: The Emotions of Play

Stories and Games Part 2: The Emotions of Play | Just Story It! Biz Storytelling | Scoop.it

Nonetheless, there is a powerful sense that the fun of a game and the fun of a story are different in some way. What is that distinction?


I love this post because it goes into depth about the nature of play, gaming and story sharing. It's a great romp through the imagination and another facet about why storytelling is so powerful -- whether you are sharing a business story or just sharing a story with friends.


I've long said that storytelling is deep play.  This article explains the how and why of that. The author talks here about the emotions of play he has identified and how that connects to our imagination -- and the imagination of our listeners when we tell a story.


This post is Part 2. Part 1 is about Stories and Games: Art. Can't wait to read that one next!

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Telling Stories. | Clarity and Perspective about Online Marketing

Telling Stories. | Clarity and Perspective about Online Marketing | Just Story It! Biz Storytelling | Scoop.it

"It’s probably too early to select the “catchphrase of 2012,” but as an early front-runner you’d have to go with Storytelling."


I love this article because it's straight talk about biz storytelling. My favorite quote from this article is: "In the world of sales, the idea of Storytelling is often little more than a sophisticated way to say 'pitching.' We go to great lengths improve the way we tell our story." Ugghhh.


But then the author says, " Truth is, the only story customers want to hear is their own."


He then explains more about how businesses need to tell their customers stories and avoid telling the wrong story. It's a great quick read! Enjoy the insights.


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Content Marketing Storytelling: Secrets from the Big Screen | Content Marketing Institute

Content Marketing Storytelling: Secrets from the Big Screen | Content Marketing Institute | Just Story It! Biz Storytelling | Scoop.it

In this video post, Robert Rose, co-author with Joe Pulizzi of 'Managing Content Marketing,' discusses what brands can learn from big-screen storytelling, as well as from Joseph Campbell: creating 'heroic' content that speaks to your audience such...


OK -- I like this article and video, and I don't like this article and video.  


Here's what I like:

  1. The video contains a very thorough description, with great examples, of the hero's journey and how that can be applied to creating your company's brand story.
  2. The advice on the video is to not slavishly follow the hero's journey script, but to understand the map and then apply the elements you need to improve your storytelling.
  3. If you watch the video, you will get ideas for how to tell your brand story better.


Here's what I don't like:

  1. The fact no one tells you: Joseph Campbell and Chris Vogler's works (talked about in the video) are based on the work of Vladimir Propp of the Russian School of Folklore in the 1920s who diagramed the pattern of elements continually present only in the folktale (The Morphology of the Folktale, 1928).
  2. Propp only dealt with the folktale, and there are many other different genres of storytelling and storytellings structures that make up our world. 
  3. So there is much more to storytelling than the folktale and the hero's journey. It's great to know this information, just realize it is not the whole enchilada.
  4. The Hollywood model of storytelling will only take you so far.  Hollywood stories are great entertainment, but in business we need to move people to action. Business stories are structured slightly differently at the end -- we add an interpretation, suggestion, call to action to help our audiences take the next steps.
  5. I am bothered by the tone of the entire post and video -- their advice feels contrived and the resulting storytelling feels like it will be fake.


You can take this material and tell wonderful stories.  But here are the kicker questions for 2012:

  1. Are your stories creating connection and conversation with your customers or are they only broadcasts?
  2. Do your customers play a major role in your story or is it all about you?
  3. Do your stories show your products/services helping others?
  4. Is there anything moral going on in your stories?


I ask the last question because are you simply telling stories to sell an image, or are your stories uplifting, enobeling, helping others, and creating win-win-win experiences (win for you, win for your customer, win for the world)?


Let's make 2012 the year where the sharing of our stories does more than sell an image. Let's be think, dream, and do bigger.


Thank you to fellow curator Guiseppe Mauriello for sending me this article.

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Creating a brand identity, story branding | Storyati Blog

Creating a brand identity, story branding | Storyati Blog | Just Story It! Biz Storytelling | Scoop.it

"Story logic provides an important remedy for advertising at a time when consumer skepticism and distrust are mounting. We were humans before we became consumers. As humans, we naturally gravitate to stories and the ideas,experiences and lessons with which they invite us to participate."


There are some very good insights here and a good example of what not to do when creating your brand stories!

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10 Business Storytelling Tips that Work

10 Business Storytelling Tips that Work | Just Story It! Biz Storytelling | Scoop.it

"When you hear, "tell me a story," does your mind suddenly go blank? Don't panic. Do you know that the best corporate leaders liven a business presentation with a story, but you don't know how? Don't worry."


Here's quite a nice list of 10 tips to follow to get you started sharing your biz stories, and to move you from being a good storyteller to a great one.


The only tip I would add to make #11:  build your listening skills.


Without decent listening skills, business storytelling is a disaster.  There are several great articles on listening in this collection so just search under the tags to get started.


May 2012 be the year of fabulous business story sharing!

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Five tips for creating a killer corporate narrative

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


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

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

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

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