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The Value of Stories for Business

by Georgiana Cohen

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Opening keynote for Gilbane Boston, Nov. 30, 2011

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want to dispel your ideas about what a story is. this isn’t kid’s stuff.
powerful tools - potent content - what do they mean? how does it work? why should we care? some of the characteristics of story. [read some] these are potent.
it’s the fundamental unit of human communication
virality - make shareable and shareworthy a rumor.. a legend.. a compelling or funny news story
fables like tale of lot - versions of that story are found in multiple cultures
Narrative is a bridge between you and your customers or you and your employees. Your tools and resources will be wasted if not in the service of compelling narrative.
stories are a prism for understanding the world around us. we process info in story format.
stories activate empathic part of brain. people insert themelves into the narrative. stories gain power and value through this relevance.
it comes down to emotion - Emotions are powerful because emotions can influence - we approach every situation from an emotional context
Stories tell us *why* - help people make decisions The root cause of these symptoms is the fact that execution focuses on the how and what of a product. But in a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why . A product should provide an experience or service that adds value to someone's life through fulfilling a need or satisfying a desire. The ultimate question then becomes: who identifies that value? - The first goal of a product storyteller is to facilitate collaboration and co-creation - Not only do product storytellers identify the intended product value, they also share and evangelize this story throughout their organizations. - Daniel Pink: "like design, [story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace."
stories are how people discover and navigate a brand. - ultimately, you’re only as good as the stories about you - you have to believe your own story, hold it true, infuse the org
the path for doing so is a story arc. - A story arc is an extended or continuing storyline in episodic storytelling media … The purpose of a story arc is to move a character or a situation from one state to another; in other words, to effect change.
Ordinary World, Call to Adventure, Refusal, Meeting with the Mentor, Crossing the Threshold, -Tests, Allies, Enemies- Approach to Inmost Cave, Ordeal, Reward, The Road Back, Resurrection, Return with Elixir
speaking of a hero’s journey, we have to decide, who’s the hero?
user or customer as hero help them win and complete their journey with remrarkable, compelling content that matters and inspires create a tale that will be spread
user or customer as hero help them win - help them complete their journey with exceptional, compelling content that matters and inspires create a tale that will be spread

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Latterellc 1 month ago

The Value of Stories for Business Presentation Transcript

The Value of Stories for Business http://www.flickr.com/photos/pandora_6666/4927859168/ Georgy Cohen @radiofreegeorgy @crosstowncomm #gilbaneboston
Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination. www.storynet.org/resources/whatisstorytelling.html “ National Storytelling Network
http://www.flickr.com/photos/jasonpratt/4807746068/ Storytelling is an act of community, sharing values and knowledge
http://www.flickr.com/photos/turneround/5398112759/ Stories draw strength from the number of people who share them.
Stories are universal
For anyone who communicates as a profession, stories are the ultimate hack. “ Erin Kissane, The Elements of Content Strategy
http://www.flickr.com/photos/turneround/5398112759/ We see in stories.
http://www.flickr.com/photos/turneround/5398112759/ We see ourselves in stories.
[Story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace. “ Daniel Pink, A Whole New Mind
In a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why . http://uxmag.com/strategy/why-we-need-storytellers-at-the-heart-of-product-development “ “ Why We Need Storytellers at the Heart of Product Development”
A story arc is an extended or continuing storyline in episodic storytelling media … The purpose of a story arc is to move a character or a situation from one state to another; in other words, to effect change. http://en.wikipedia.org/wiki/Story_arc story arc (n.) “
One type of story arc: The hero’s journey
- Is our product
- King Arthur
- or Excalibur?
- Ron Ploof
- http://www.mpdailyfix.com/
- is-your-product-king-arthu r-or-excalibur/
“
 Us Customer 
Thank you. @radiofreegeorgy takethecrosstown.com

The Value of Stories for Business

by Georgiana Cohen

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The Value of Stories for Business Presentation Transcript