Growing up in North Dakota, producer Todd Melby drove through miles of open prairie that went "seemingly forever." But the recent oil boom has transformed that tranquil landscape drastically.
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Bill Palladino - MLUI
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Meet Elle Luna, who believes design plays a role at every stage of the process--even before teams start to think visually.
Dan Pink in his book A Whole New Mind has chapters on storytelling and design as essential 21st Century work skills. Here is a demonstration of how the two are coming to life.
This article is an interview with a former IDEO designer Elle Luna who calls herself a "designer, storyteller, and startup advisor."
She chats about how humanizing brands is essential these days -- they are honest, emotional, and engaging (if done right, I add).
The link to storytelling? You can't understand or design effective customer experiences/products/services without listening to and gathering customer's stories. And you can't engage your customers without sharing your stories in return.
The only danger here? Not enough emphasis in the interview was placed on the ongoing dynamics of story listening and story sharing over time. But I am confident that will come!
Enjoy reading the rest of this article and continuing to understand that storytelling is an essential business core competence. Via Karen Dietz 
Karen Dietz's comment,
March 14, 2012 12:15 PM
Thank you for re-scooping this Bill! Have a great week :)
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Great stuff from my friends at AIR and Todd Melby. If you want to understand what the oil & gas boom is truly doing to this country look no further than North Dakota.