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Just Story It! Biz Storytelling
Growing executive's impact, influence and income through the power of business storytelling                  www.juststoryit.com  619-235-0052
Curated by Karen Dietz
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Storytelling vs Storydoing - the stupidest hype ever.

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

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

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


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


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


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


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

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

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

Karen Dietz's comment, July 30, 2013 10:10 PM
Glad it struck a chord Hans! Yes, it's not storytelling but advertising.
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The results are in! Good Co's Are Storytellers. Great Co's Are Storydoers.

The results are in! Good Co's Are Storytellers. Great Co's Are Storydoers. | Just Story It! Biz Storytelling | Scoop.it
Story-driven companies -- Target, Walt Disney, Starbucks, American Express, IBM -- are achieving better financial success than their competitors.
Karen Dietz's insight:

I'm amending my review here based on new information that the author of this article, Ty Montague, has been sharing in the many comments he is receiving to his blog post. My edits are in italics and bold.


Well, here is an interesting article that is focused on several issues:

  1. Are companies using storytelling as a mere tool to gain market share or as a core competence imbedded in their DNA?
  2. Can storytelling results be measured?
  3. What difference does storytelling make in business?


I applaud all three! It means we are maturing as a field.


Regarding #1, the author (Ty Montague) narrowly distinguishes between storytellers and storydoers, defining storydoers as those companies that "emphasize the creation of compelling and useful experiences — new products, new services, and new tools that advance their narrative..."


Hmmm -- that still frames storytelling as market output and leaves out leadership, culture, customer and staff engagement, knowledge transfer, etc. So in the end, he is still talking about different kinds of marketing: story that is messaging (telling) and story that is tied to both marketing and product development (doing). 

Actually, Ty and his co-horts do name corporate integration of storytelling into other areas of business activity as one of their criteria. They struggled with how to find out of a company was actually walking their talk, or just using stories in their marketing. If you read the comments below the blog post you will gain additional insights into this issue and what they tried to do.


But it's a start and a valuable distinction! But we need to go further in the 'walk your talk' kind of authentic storytelling we are looking for to include the pieces he left out.


And I'll be picky again -- no company has one story as is mentioned here. It's a network of stories instead, which creates a story field that staff and customers interact with. How you think about story will frame the results you get.


The stats are pretty interesting. The author used social media shares, business growth rate, and financial share price to see if storydoing companies fared better than storytelling companies. I'll let you see the results for yourself!


The only other sentence that gave me pause in the article were the several references to "lighting up the medium of people." Are people a medium now? I thought we were just people. Set me straight if I read this wrong and don't understand!


Despite my nit-picks, this is a really great article because of the author's attempts to make distinctions, measure, and evaluate. And the results are exciting. We need more like it!


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

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Dawn Mullen's curator insight, July 19, 2013 9:52 AM

Did you ever ask yourself why the best Priests or Ministers are the best?  In my opinion it is because they use the art of the story to reach people.  To make them remember.  I also think we all have the heart of a child and we learn best using as many of our senses as we can. This storyteller storydoer technique is powerful and very useful in marketing. I especially like the TARGET commercials.  What are your favorites and examples of the story?

Karen Dietz's comment, July 19, 2013 11:56 AM
Good points Dawn! And we always have to remember that companies need to walk the talk. It is still unclear the degree to which these companies actually embodies storytelling in its culture, instead of using stories just in their marketing and ads.