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The Power of Customer Stories & Testimonials to Engage Employees

The Power of Customer Stories & Testimonials to Engage Employees | Mobile Websites vs Mobile Apps | Scoop.it
Elaine Baker looks straight into the video camera and tells her story. Elaine is the owner of Paper Potpourri in Haverhill, Massachusetts. Her stationery boutique specializes in invitations …

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Casey Strachan's curator insight, February 10, 2013 4:33 PM

Tested and true for building engagement, enhancing customer service, and building both brand and corporate culture.

Casey Strachan's curator insight, February 10, 2013 4:33 PM

Tested and true for building engagement, enhancing customer service, and building both brand and corporate culture.

Karen Dietz's comment, February 14, 2013 9:25 PM
Thanks for your insights Margaret and Casey!
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The Last Brochure You’ll Ever Need -- Story Works

The Last Brochure You’ll Ever Need -- Story Works | Mobile Websites vs Mobile Apps | Scoop.it

"Have you ever looked at your marketing materials and thought, “that’s not really me?” Been there. In fact, my (thankfully last) resume comes to mind. And, oddly, my mind wandered a bit, thinking how most marketing materials similarly fail to tell us what’s really unique about a brand."

 

Well, I am embarrassed to admit this, but the author of Story Works, Sharlene Sones, asked me to review her new e-book months ago -- and I am just now getting to it. My apologies Sharlene! But better late than never I guess.

 

I love this book. For several reasons:


Size & readabililty -- this book is constructed so you can easily flip through it. And it is laid out so it is easy to read and digest. Perfect! I can't tell you how many posts and e-books I ignore because the layout makes it too hard to read. And I wouldn't want to subject you to that either. Sharlene's book is a breeze to walk through.

 

Content -- Sharlene does a masterful job at guiding us through the business applications of story. She touches on everything from marketing/branding, unique proposition, sales, to leadership, culture, career development, and back. Whew! That's a lot of territory to cover. But she does it well.

 

Sharlene explains how story will make a difference in these areas -- and WHY it does. And she gives us tips for using story in several applications. As a bonus, there are lots of story quotes to add to your list, along with examples from companies to make her points.

 

What I particularly like is her focus on story as conversation -- and that story sharing is where the real leverage is in org story work.

 

I may quibble a bit on some of Sharlene's points -- are testimonials really stories? Depends on the definition you use. For me, not so much. But the bulk of Sharlene's material is so right on, I am not going to be so picky.

 

Sharlene also tackles 'engagement' as a topic and brings to light the story dynamics involved in that. I think there is still a lot to learn about storytelling and engagement in business, but this gives us a good start.

 

I wish there had been more focus on listening, too. Implied in Sharlene's book is how transformative stories can be in business. A lot of what she talks about is story at the transactional level -- even when story provides inspiration and meaning. For example -- when a business is really in the story groove, stories have the potential to change both the teller and listener. Story as transformation in business is the next frontier I think.

 

I could say more, but I'm running out of space. This book is inspirational and a good kick in the pants for bringing story into your core business activities. If you want a great e-book primer on business storytelling, this is it.

 

If you want to go deeper, dig into the books by Annette Simmons and Steve Denning.

 

You do have to buy this book. But you can also download a chapter for free. I have absolutely no affiliation with Sharlene other than we are colleagues and both went to grad school at the Univ. of Pennsylvania.

 

Happy reading!

 

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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Structure Your Presentation Like a Story

Structure Your Presentation Like a Story | Mobile Websites vs Mobile Apps | Scoop.it
To win people over, create tension between the status quo and a better way.

 

Here is a quick and concise post on the essential elements of creating a presentation as a story from presentation master Nancy Duarte.

 

I love how she chunks the presentation down into manageable chunks and gives examples as we go along so we can really get it.

 

Now you have this template, there's no excuse for creating 'death by PowerPoint'!

 

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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Giselle Hardt's curator insight, March 23, 2013 10:15 AM

Voici les principes que je ne cesse d'inculquer aux participants de mes formations...l'époque des présentations ennuyeuses et révolue, place au storytelling dans les présentations.

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5 Kinds of Stories to Tell During Onboarding

5 Kinds of Stories to Tell During Onboarding | Mobile Websites vs Mobile Apps | Scoop.it

You can be proud to work here.

That is one of THE most important messages your new employee orientation program should communicate.


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Karen Dietz's curator insight, February 8, 2013 1:17 PM

The author David Lee does a great job here explaining not only why stories should be used during employee orientation trainings, but which stories will lead to participants having a successful experience.


And begin to build pride in the company they have just joined, and increase their personal integrity.


Orienting new employees to the company is one of the place where all great corporate storytelling begins -- yet is mostly underutilized or ignored.


So Lee gives us both a reminder to not forget this area for applying business storytelling, and tips for which stories to tell.


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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Strategic Storytelling | Business Truisms

Strategic Storytelling | Business Truisms | Mobile Websites vs Mobile Apps | Scoop.it
Every so often, a traditionally non-business word finds its way into the business world, fueled by an admirable desire to find new ways to think about old challenges. “Storytelling” has become one of those words.

 

What a nicely written article pointing to several truisms in business storytelling. Some you are familiar with (storytelling is a pull, not a push technology). I like the ones that I don't read much about:
1. Storytelling is a selfless, empowering act
2. Storytelling looks to the future

 

As the author Bill Baker (from Marketing Profs) says, "Successful storytelling respects the past and appreciates the present, but it also looks boldly into the future, moving people past “what is” to “what if?” Done well, storytelling helps people collectively imagine a vision of the future that is achievable and worth achieving, helping them to understand not only what they’re working on but also what they’re working toward." Yes!

 

And, "As you consider using storytelling strategically to give meaning to your brand communications or employee-engagement efforts, don’t do so simply because it is “the next big thing.” Do it because, if you truly listen and you are willing to be generous, authentic, emotional, and collectively creative— it works. As one senior client recently said, “This is a bit frightening. I feel vulnerable; but at the same time, because I’m being myself, I feel more confident.” If your organization is ready for that journey, there’s a great story ahead."

 

Love it. This is a quick post that is rich in insights & examples (ignore its clunky layout). Enjoy!

 

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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