[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article]

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.

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article] Mary Alice is a Story Activist, specialising in using story in service of positive systemic shift and to access and create collective intelligence on critical issues. Her art is creating and hosting spaces for wise action, and narrative practice forms a key part of her work, focusing both on Storytelling and StoryWork and the emergent space in-between.  

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article] Recently I had the opportunity to sit down to discuss this topic with Susan Fisher, a strategic communication expert and principal at First Class. “People are always telling stories; why don’t they do it at work?" asks Fisher. “It’s because they have been taught that at work you use logic and slides and statistics; this seems more professional. Telling stories seems too emotional and possibly manipulative. So people stick to facts and numbers. But the truth is that real emotions always work better, because that is the way to reach hearts and minds, and also people get to see the real you. It’s authentic.”

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article]: Storytelling is rightly the buzzword of the moment for Corporate Communicators: Ok, so it’s not exactly a revolutionary term, but it is becoming more and more important. The relationship between companies and customers is changing. Through the advent of social media, the customer has more power, and the company has less. Companies can’t afford to simply distribute messages. They’ve got to engage a customer more deeply. And the best way to engage someone? Tell them a story. - See more at: http://incitemc.com/storytelling-the-biggest-issue-for-483-corporate-communications-executives/#sthash.jTXxxNGw.dpuf

... how to tell a better story about your organization.

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article] "In the economy, narrative holds the power to create wealth, create jobs, create a tax base and to support non-wealth-producing activities," he said.

Enter the humanities PhD, ready to research, write, synthesize and analyze, all skills that are essential to masterful storytelling.

These skills, Moore asserted, are "ordinary in the academy, but amazing in the economy."

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article] Storytelling empowers companies by putting them in the drivers seat. This selfless marketing tactic builds equity in your brand’s image.

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article] Stories have been used since the beginning of time to share knowledge, history, and ideas. Sure they contain facts, but often emotion is what makes them work. How often do you get beyond the facts in your pitch to customers and investors? If you want to kick your business up a level, maybe it’s time to add some stories to your message.

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article]: "I began my career in storybanking at Families USA, a pioneer of the technique. When I got there, the stories were housed in a database that I could only access from the computer in my office, which seemed fine at the time because the story bank was essentially a team of one, and I went in there every day!"

And the article even begins with a story!

"This 3-minute ad from Thailand packs a powerful wallop in a very short space.  And it suggests several lessons for good storytelling."

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The key focus is on choice points: moments in our lives when values are formed because of a need to choose in the face of great uncertainty. When did you first care about being heard, or learn that you were concerned about the issue on which you want to take action? Why? When did you feel you had to do something about it? Why did you feel you could? What were the circumstances? What specific choice did you make?

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article] ..."brand marketers are ... moving away from top-down campaign thinking in favor of an integrated corporate storytelling approach that iterates constantly, leverages technology effectively, operates at scale, and tells such a great story it competes effectively against all the other choices your audience has before it."

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As a content marketer, you have probably heard the call for us all to become brand storytellers. While this sounds great in theory, the tricky part for many companies is determininghow to develop these stories in the first place.

 For example, the classic “hero’s journey” from Joseph Campbell’s, The Hero with a Thousand Faces, outlines what he calls the “monomyth” — which is a pattern that many believe can be found in almost every narrative around the world. 

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article]: You can add your own story. You can answer questions we ask. Or eventually you can see dozens of stories, of people, places and events in our city.

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article] In many of these campaigns the story is told not from the perspective of Ford, but from that of the consumer.  Below you’ll find more about the stories of these campaigns, the people who told them, and the lessons learned.

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article] Marcel Proust observed “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” No matter the genre, the medium or the product being pitched, every “fresh” spin in storytelling is actually just the placement of a recognizable element into an alternative framework. Shakespeare, mythology, scripture and even fairy tales are popular fodder for hawking modern products; i.e., AT&T’s Hansel and Gretel using their mobile phone’s GPS to get home.