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Metaphor Marketing-The Hidden Secret in Stories

Metaphor Marketing-The Hidden Secret in Stories | Just Story It Biz Storytelling | Scoop.it
Harvard Business School professor Jerry Zaltman makes pictures that reveal our deepest feelings about your favorite brands. Can he scan your brain and...
Karen Dietz's insight:

Here is a wonderful article that is evergreen -- that means its insights won't fade with the passage of time.


It's all about digging into stories to understand the metaphors being used. This is exceedingly useful when working with customer stories, as this article by Dan Pink points out.


Pink talks a lot about Jerry Saltman who's work with metaphors and stories has caused a bit of a shift in focus group research. Forget about conducting focus groups with lots of people. Work with a much smaller number but pay attention to collecting stories and metaphors. You'll get better results and a deeper understanding about your customers.


There is a complete discussion here about this topic and good examples shared. I hope it inspires you to think about conversations with your customers 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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Jacqueline Freeman's comment, September 22, 2013 8:17 AM
Absolutely. We are often frustrated when we're doing everything we know to do but still find ourselves mired in the same unproductive patterns. Most are unaware that its not our conscious mind, but what's behind the curtain that's actually driving our life. The more self-aware we are, the more firmly we move into the driver's seat of our life.
Karen Dietz's comment, September 22, 2013 8:45 AM
Excellent points and I agree whole-heartedly. I so appreciate you adding your insights to the conversation.
Alessio Carciofi's curator insight, September 23, 2013 12:30 AM

beautiful ...

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The Ripening of the Olive: A New Metaphor/Story for Responsible Capitalism

The Ripening of the Olive: A New Metaphor/Story for Responsible Capitalism | Just Story It Biz Storytelling | Scoop.it

Metaphors, or vivid mind-pictures, carry meaning effortlessly and powerfully. As Johnson points out, a metaphor is embodied cognition. They are deeply imbedded in our thinking. They help us to make sense of, get closer to what may not be immediately understandable. A metaphor is no mere ornament of language. We live by metaphors.


Here's what I really like about this guest post by Graham Williams of Halo and Noose on the Just Story It blog: it's all about the power of metaphor to shape our world.


By writing this article Graham is doing a few things for us:

  1. He's suggesting a new metaphor to use in business that creates triple wins for the organization;
  2. He's showing us how shifting our business metaphors can directly benefit the bottom line.


There are a number of insights here and I hope it gets you thinking about using diffent kinds of metaphors more directly in your business!


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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Science & Stories: what every biz storyteller needs to know

Science & Stories: what every biz storyteller needs to know | Just Story It Biz Storytelling | Scoop.it
The thesis of this study – that storytelling skills gave an evolutionary advantage to our early ancestors – is an original perspective on human development, and in probing how this inheritance affects our modern lives, I draw on ...
Karen Dietz's insight:

In this latest research -- available as a downloadable e-book from the BiteSize science series -- we learn how stories were essential to our evolution. And still are.


And that science, scientists, and storytelling are intimately linked. Love that. And who knew there is a new discipline -- the psychology of narrative -- that's investigating all of that?


Read this article and e-book through the lense of business. Businesses evolve. Learning more about how stories support evolution -- or not -- would be wise to know about. Turns out metaphor is key.


The e-book is $2.99 on Amazon and I am adding it to my library (I have no affiliation with the author or publisher). And then make sure I use this material when working with physicians, engineers, and other science types.


I hope you enjoy this latest research. It sounds like it is written in plain language.


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 Improve Your Stories & Communicate More Effectively With Your Customers (or Anyone) by Using Metaphors

How to Improve Your Stories & Communicate More Effectively With Your Customers (or Anyone) by Using Metaphors | Just Story It Biz Storytelling | Scoop.it
We’re all specialists today. That’s great for developing the next new thing, but terrible for the art of communication.


Hey -- what's the secret to effective storytelling?  Well, there are several and one big one is the ability to use metaphors in  your business stories.


This is a great article on the how & why of metaphors, and contains a link to another article on how to create a few to describe your product, service or company.


I find it is easiest for me to find metaphors to use by paying attention to my environment (for ideas) and listening for the metaphors other people are using in their daily conversations (for examples).  There's a treasure trove out there!


Happy metaphor hunting and creating :)

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