Josh James This is a guest post written by Josh James, who founded Omniture (now a part of Adobe). He currently runs Domo, a data startup. Big company CEOs are virtually invisible on social media sites.
"He who receives an idea from me, receives instruction himself without lessening mine; as he who lights his taper at mine, receives light without darkening me. That ideas should freely spread from one to another over the globe, for the moral and mutual instruction of man, and improvement of his condition, seems to have been peculiarly and benevolently designed by nature, when she made them, like fire, expansible over all space, without lessening their density in any point, and like the air in which we breathe, move, and have our physical being, incapable of confinement or exclusive appropriation. Inventions then cannot, in nature, be a subject of property."
"So, how do you tell a story in the digital age that stands out, captures people’s attention and gets them to act, engage with your institution? My favourite story for quite some time now and one I’ve been showing in workshops around the world is the story of the Troy public library."
Ok -- the author here isn't writing anything revolutionary. So you can skim the text. But watch the 2.5 minute video! It's the reason I selected this piece.
The video is brilliant -- and a perfect example of how story triggers can make a difference in social causes and social cause marketing.
The video is about a library. It is controversial. Now I am a big fan of libraries so I was rooting for it (my personal bias). And the video itself is a really good example of a digital story.
I say 'story triggers' because the library used story elements and metaphors that sparked stories within the viewer's/reader's brains. The library did not actually tell a full-blown story yet the public reaction was immediate and powerful.
This blog post is part of the HBR Online Forum The CEO's Role in Fixing the System. The key to reforming capitalism lies in creating shared value by harnessing the power of business to solve social problems.
If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...
This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.
"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.
The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.
From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!
I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.
For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!
Things we once considered opposing forces--doing right by people and delivering results, collaborating and keeping focus, having a social purpose and making money--are really not in opposition. They never have been.