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Stories live in the hearts of humans and should be at the core of every business. Here's how to take a page out of Toms founder Blake Mycoskie's...
Fits jeans and short pants
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"Storydoing" is the latest buzz word in business storytelling and this article by Ty Montague talks about TOMS shoes as a great example of a "storydoing" company.
"Storydoing" is embodying your business stories, where your business stories are part of the DNA of your company. In other words, storytelling is a core competence, and experienced as 'walking your talk'.
Montague is a veteran of the marketing and advertising worlds. And truly, storytelling has been turning that profession on its head. Organizational development folks have for years been working in the trenches bringing storytelling and business actions -- including those of marketing and advertising -- together so people inside and outside the company experience an integrated whole. But it is hard hard hard and the number of companies who have done this are still few and far between. But progress is being made, slow but sure.
The take aways from this article?
Montague's recent study about "storydoing" companies includes companies that are still paying lip service to embedding storytelling as a core competence into their culture as a strategic imperative. So there's a ton of work to do.
That's the good news, too! I see plenty of work to keep us story professionals busy :)
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Karen Dietz' insight on the article and the new "storydoing" buzzword: If you're building a new company, you have the chance to integrate "storydoing" from the very beginning -- (likely this will evolve and morph as the company matures). With an established company, match the corporate culture with the marketing/branding and make a stand.