I learned of Patrick Reinsborough when I learned of his organization smartMeme earlier this year and wrote about it. I’m intrigued by the organization’s work and Patrick’s book co-authored with his partner, Re:Imagining Change — How to Use Story-based Strategy to Win Campaigns, Build Movements, and Change the World. Patrick’s partner, Doyle Canning, also has been invited to participate in a Q&A. This Q&A will run over the next six days.
I know I’m a cynical old goat, but to me much of this story telling stuff stinks to high Heaven of boring old case histories – glammed up with a bit of magic, sprinkled with a little fairy dust, and told to inspire customers, stakeholders and whoever else with what basically amounts to “this is what we achieved way back here for customer X, so we could achieve the same or better for you.”
Don’t get me wrong; I love a good story. And that’s the point. What makes a story “good” from a marketing point of view?
Even though we are exposed to stories every day, learning to tell them isn't easy. While we are comfortable with the role that stories play in television, film and writing, we don't always understand the power of storytelling in business.
If you want to communicate powerful messages in business, there are two things to keep in mind. First, you should use stories to craft engaging and personal experiences that relate to the overall point you are trying to make. Second, don’t rely only on facts. Remember, facts matter most when the audience is rationalizing a decision that has already been made on an emotional level.
With medical breakthroughs happening daily, how do health organizations communicate scientific data and key findings to key stakeholders?
Weber Shandwick Global Director of Scientific Communications, Frank Orrico, PhD., leads a team that specifically works on programs and projects intended for professional and technical audiences, including physicians, scientists and health/science media.
In this edition of our 1st Take series, Frank discusses how the Weber Shandwick network helps guide the intersection of storytelling and science.
We live in a world where the best storytellers get what they want. They understand that the stories we hear and tell daily influence us on a very deep level. They also know that relying solely on organizational, product or technical knowledge isn’t enough in today’s complex business environments.
When faced with an opportunity to persuade, if you can’t make it meaningful for your audience, what you talk about doesn’t make much difference. Stories will work because when compared with other persuasion methods, they allow your audience to come to the desired conclusion on their own.