So, holding the cigarette pack right in front of my face, I said, “We start by launching a site for fans of—let’s see,” I looked at the pack, “Lucky Strikes. Those of us who adore these cigarettes would like to know that we aren’t alone in the vastness of the internet. So we start by counting like-minded individuals. Let’s show an image of a pack of Lucky Strikes to attract brand Nazis like us and place a button that says ‘I’m feeling Lucky Strike today!’ Visitors click the button and we show the number of times it was clicked. That will help our site to get underway and become at least a little popular.” ...
Gregg Morris's insight:
If you click through to get the PDF file, you'll see that the Dropbox link has been overwhelmed. The Google Docs link works just fine though.
"Every technology has a great story behind it, but not always a great storyteller. English majors, according to Jayaram, can "tell stories," which is increasingly the difference between success and failure in a startup:"
Gregg Morris's insight:
I was an English major and I spent from 1983 until 2009 in the software industry, first in the retail segment then as Director of Marketing and President at two software companies. During my retail days people often told me I had a way of making technology understandable for the average joe, especially for a guy who must've majored in Computer Science. :)
"The question was posted on Quora, inviting a wealth of answers. Here's mine (invited to vote up if you think it's worth being more visible): The simple answer is - it won't, since it has no reason to. The only change required is having more outstanding storytellers than there are right now."
It's National Storytelling Week so a good time for brands to forget the marketing jargon and get back to the roots of how to tell a gripping story that will have your audience rapt. Professional storyteller Fiona Angwin, aka The Yarn Spinner, shares her top 10 tips for winning over any audience - or consumer.
"Maya Angelou said, “There is no greater agony than bearing an untold story inside you.” The one thing greater is clinging to the wrong story—whether in your book or in your life. I’m glad Keats let his art roll to where it emerged instead of forcing it where he thought he wanted to be."
"The human voice can convey much more meaning through tone and inflection than the printed word ever can. It’s why millions of Americans sat, fixated, during the Golden Age of Radio – listening to everything from adventure, comedy and drama to classical music concerts, news and farm reports."
"It’s self-evident that our casual communication languages are going to default to visual relatively soon. There are apps at every turn that are tearing away at the short-form visual problem — but where’s our long-form visual storytelling app built specifically for truly personal devices?
That’s what Storehouse, a new app and service for iPad from ex-Apple, Facebook and The Daily talent is looking to tackle."
"Last August I took the family back to the USA and Canada to see family and friends for the first time since our mom died in 2010. Our first stop was to see our dear friend Nancy Duarte in Silicon Valley. While visiting the cool new offices of Duarte, Inc., Nancy and I put on this little event and also recorded a short conversation. Below is a 12-minute segment from that chat."
"Emerson’s story focuses on reducing complexity for customers… what we call “consider it solved.” Every story we tell and activity we do originates from the “consider-it-solved” ethos. For example, we looked at the innovation process for stage zero of product development and how we migrate forward. Most of our new product development wasn’t actually new; it was focused on product revisions. We wanted our R&D to be truly innovative and push our organization into new places. The only way we could do that was to talk to customers about what’s not being done. Our brand storytelling drives everything within our organization."
By my count, half of the top 10 bestselling science fiction authors on Amazon right now are self-published or published with Amazon.
This means something, I’m just not sure what. I think it means that a sustained and profitable career as a science fiction author is more likely, these days, to have its origin in self-publishing. I don’t think traditional publishers can foster the sort of release schedule an author needs to really break out in a big way in the popular genres. It should be noted that an author can rank on this list with a single bestselling title, as with Rysa Walker, who has a title in the top 25. So a massive new release could crack this list. Right now, we aren’t seeing that from the big houses.
Part of the problem is that the major publishers ignore the genres that sell the best. This is a head-scratcher, and it nearly caused a bald spot when I was working in a bookstore. I knew where the demand was, and I wasn’t seeing it in the catalogs. Readers wanted romance, science fiction, mystery/thrillers, and young adult. We had catalogs full of literary fiction. Just the sort of thing acquiring editors are looking for and hoping people will read more of, but not what customers were asking me for."
"Did you ever stop to think what happens to the billions of words spoken everyday? What happens to the words that don’t get heard? How long will they live for and do they make a noise when they fall... Stories keep the spoken word alive."
"What makes him so fascinating is how he blends comedy, social media, video production and storytelling to humanize brands. He's an all-around great guy and whenever we're together (which isn't often enough!), I always learn a ton about writing and storytelling. I think you will as well. Enjoy the conversation..."
"When Jonah Berger was a graduate student at Stanford, in the early aughts, he would make a habit of reading page A2 of the Wall Street Journal, which included a list of the five most-read and the five most-shared articles of the day. “I’d go down to the library and surreptitiously cut out that page,” he recalls. “I noticed that what was read and what was shared was often different, and I wondered why that would be.” What was it about a piece of content—an article, a picture, a video—that took it from simply interesting to interesting and shareable? What pushes someone not only to read a story but to pass it on?"
Gregg Morris's insight:
I am neither amazed nor infuriated. :) That said, it's still an interesting read.
"Plots are funny things. In the real world, stuff is always happening, but it’s not a plot. People live. People die. People are made glorious or miserable. Things eagerly awaited are realized, or hopes are cruelly dashed. Love is gained; love is lost. But all these things are not a plot – they lack the fundamental tidiness and orderliness that makes a story a story.
In fiction-land, stories have beginnings, middles and ends. They have dramatic tension, which rises to a climax towards the end of the story, and then roll on a while longer, into denouement. A plot is what you get when you draw a line around a set of circumstances and say, ‘‘These things are all part of one story, and they comprise its beginning, middle and end, and its arc from low tension to high. This moment here is the climax of this story.’’
That line is wholly arbitrary, of course – your personal life-story’s climax is merely a passing moment in someone else’s arc – but the really weird thing is that a story that lacks this arbitrariness feels arbitrary. A bunch of things that happen without any curation or pruning away of extraneous moments do not a story make, despite the fact that this is how the world actually works."
"Some time ago I crossed roads with someone in the marketing automation business. “Great!” he exclaimed upon recognizing me, “we’re both storytellers!”. Hell not. But as storytellers know, right now we’re told again and again “everybody is a storyteller”. Can you argue the opposite when huge media forces, journalists, corporate CEOs, data analysts, scientists, business consultants, advertizing agencies, app developers, authors, educators, designers, photographers, Pixar and Coca Cola say so?"