Every so often, a traditionally non-business word finds its way into the business world, fueled by an admirable desire to find new ways to think about old challenges. “Storytelling” has become one of those words.
What a nicely written article pointing to several truisms in business storytelling. Some you are familiar with (storytelling is a pull, not a push technology). I like the ones that I don't read much about:
1. Storytelling is a selfless, empowering act
2. Storytelling looks to the future
As the author Bill Baker (from Marketing Profs) says, "Successful storytelling respects the past and appreciates the present, but it also looks boldly into the future, moving people past “what is” to “what if?” Done well, storytelling helps people collectively imagine a vision of the future that is achievable and worth achieving, helping them to understand not only what they’re working on but also what they’re working toward." Yes!
And, "As you consider using storytelling strategically to give meaning to your brand communications or employee-engagement efforts, don’t do so simply because it is “the next big thing.” Do it because, if you truly listen and you are willing to be generous, authentic, emotional, and collectively creative— it works. As one senior client recently said, “This is a bit frightening. I feel vulnerable; but at the same time, because I’m being myself, I feel more confident.” If your organization is ready for that journey, there’s a great story ahead."
Love it. This is a quick post that is rich in insights & examples (ignore its clunky layout). Enjoy!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
This is a great article on the power of word-of-mouth storytelling.
It features insights into how Domino's Pizza owned up to - and then completely owned - their negative customer feedback.
Everyone loves honesty - even from people who admit to selling millions of substandard pizzas - as seen by Domino's subsequent huge upturn in fortunes.
All hail the power of a good story!
I'm a huge believer in storytelling in marketing, but also in sales. It is our natural form of communication in life - so why would we abandon this format when talking business?
Storytelling