Why do so many videos made by companies fall flat? In many cases, it's because they lack the essential component of storytelling - conflict.
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Communicate...and how!
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Always remember the storytelling elements, no matter who you are working with.
This article made so much sense to me that I had to sit down and listen to the podcast right away. Here's some comments that stood out for me:
Brands are struggling. What's missing is conflict.
Need to inject conflict without damaging the brand.
Too many provide a false picture – everything is wonderful.
Have to (provide and) overcome the conflict or the listener won’t like it.
Conflict – get as close as possible to death.
Conflict – best kind of universal truth.
How to find your org/brands conflict? Need to take a softer look at the notion of conflict (the term conflict brings up certain imagery, feelings). Conflict is simply something to overcome. Ask yourself - do we want to be a company who wants to overcome things?
There's also a great made-up example (Donut Corp) provided of how an organization could find it's conflict.
Brilliant article really nails it!