“STORY” IS THE NEW “CONTENT.” As buzzwords go, story isn’t entirely bad — for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.
I love this post and its irreverent attitude. It is quite refreshing in this day and age when ‘storytelling’, ‘branding’, and ‘content’ are such pervasive buzzwords and hyped as the cure-all for everything.
There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending. Only sharing your ‘success’ stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.
Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren’t about Hollywood actors, and “companies are not logos. There are human beings behind them all.”
There are more insights here in this quick post — reading it is almost like hitting the ‘reset’ button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.
As you may already know, storytelling can be a powerful tool in any marketer’s repertoire. Crafting and telling engaging stories is an important skill to develop.
“If you know what story your customers live in, you can sell to them with ease.
… there is one thing I know for certain: You want to make your story BETTER.
Stories run deep. If you want to change the story you’ve been in to the story you want to be in, it’s best to just assume it’s going to take everything you’ve got. If there’s a resource that is capable of improving your story, you should avail yourself of it.”
I really like this article because of the solid advice it gives about how to frame and orient your business stories. For example, it’s all about THEM and not you! And work with an org story professional to make sure you’ve got the stories well crafted (even I do this). Plus, if you are not happy with the story that defines you, then change it!
There are the points about Eucatastrophe and and lessons from Captain America. Fun, imagintative, and great points/reminders for us all!
A little video Chip2828 and I made for my World Studies Class….Enjoy Id like to apologize to everyone who watches this video in advance: I’m sorry if you f…
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