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Rescooped by Hein Holthuizen from Just Story It! Biz Storytelling!

Metaphor Marketing-The Hidden Secret in Stories

Metaphor Marketing-The Hidden Secret in Stories | No(n)sense |
Harvard Business School professor Jerry Zaltman makes pictures that reveal our deepest feelings about your favorite brands. Can he scan your brain and...

Via Karen Dietz
Hein Holthuizen's insight:

less is more

Jacqueline Freeman's comment, September 22, 2013 11:17 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 11:45 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 3:30 AM

beautiful ...

Rescooped by Hein Holthuizen from Customer, Consumer, Client Centricity!

What does your brand stand for? [inforgraphic]

What does your brand stand for? [inforgraphic] | No(n)sense |
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...


Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.


There are 2 ways of finding your persona:

Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.


Thanks Jim for putting together this very helpful infographic.


And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)


This review was written by Karen Dietz for her curated content on business storytelling at ;

Via Karen Dietz, Denyse Drummond-Dunn
Saptarishi Das's curator insight, August 21, 2013 1:13 PM

And the story begins..

Rescooped by Hein Holthuizen from Just Story It! Biz Storytelling!

Beyond Hearing: Importance of Ongoing Dialogue [Storytelling] w/ Customers

Beyond Hearing: Importance of Ongoing Dialogue [Storytelling] w/ Customers | No(n)sense |
I tend not to take business advice from rockers, let alone ones with a past, shall we say, as checkered as Led Zeppelin, but their 1969, B-side hit “Communications Breakdown” has some worthwhile tidbits beyond Robert Plant coping with...

Via Karen Dietz
Karen Dietz's curator insight, August 30, 2013 4:15 PM

What a great article this is that is all about listening, continuous conversation, and storytelling. Written by Vick Vaishnavi, it goes way beyond what other posts on listening cover. Yeah!

I like that the author distinguishes between hearing and listening in customer relationships -- and what listening to customers really looks like as a business activity that moves the organization forward. 

The quality of your listening with customers, the quality of your ongoing dialogue, will determine how fast you will grow, but also your ability to be sustainable. Ultimately what Vaishnavi is talking about is having dialogue and storytelling as a core competence.

Now in fairness, he never mentions storytelling. But it makes total sense that when in dialogue with customers you want to consciously evoke stories so you can understand their authentic experiences.

And as the author points out, dialogue is a two-way street just like storytelling is. That means shifting your interactions with customers from a "I'll listen to you and take your info back to the org" to "I'll listen to your experience and share in return."

The author does not mention exactly what to say in these customer interactions but here we can take some steps from the storytelling playbook:

  1. use a story prompt to actually evoke an experience
  2. listen delightedly/appreciatively
  3. ask reflective questions to get to meaning ("what did you take away from that experience? what did that mean to you? tell me about the impact this had on you..., etc.)
  4. Share all the things you appreciate about what the customer told you
  5. Depending on the context, you might even have an opportunity to share an experience in return

Listening, dialogue, storytelling -- these will all bring great benefits to your business!

This review was written by Karen Dietz for her curated content Just Story It at

Carol Sherriff's comment, September 7, 2013 11:53 AM
Great article and great comments - also demonstrates the power of a story hook to get you to read something. He had me a Led Zeppelin!
Karen Dietz's comment, September 7, 2013 1:04 PM
Yes, Led Zeppelin did the trick for me too, Carol! Many thanks for your comment.