The Value of Stories for Business http://www.flickr.com/photos/pandora_6666/4927859168/ Georgy Cohen @radiofreegeorgy @cro...
 
 
Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encourag...
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 Stra...
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 mark...
In a world where consumers are inundated with choices,  products that want to be noticed and adopted must be rooted in the...
 
 
A story arc is an extended or continuing storyline in episodic storytelling media …  The purpose of a story arc is to  mov...
One type of story arc: The hero’s journey
<ul><li>Is our product  </li></ul><ul><li>King Arthur </li></ul><ul><li>or Excalibur? </li></ul><ul><li>Ron Ploof </li></u...
   Us Customer  
Thank you. @radiofreegeorgy takethecrosstown.com
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The Value of Stories for Business

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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&apos;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: &amp;quot;like design, [story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace.&amp;quot;
  • 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
  • The Value of Stories for Business

    1. 1. The Value of Stories for Business http://www.flickr.com/photos/pandora_6666/4927859168/ Georgy Cohen @radiofreegeorgy @crosstowncomm #gilbaneboston
    2. 4. 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
    3. 5. http://www.flickr.com/photos/jasonpratt/4807746068/ Storytelling is an act of community, sharing values and knowledge
    4. 6. http://www.flickr.com/photos/turneround/5398112759/ Stories draw strength from the number of people who share them.
    5. 7. Stories are universal
    6. 8. For anyone who communicates as a profession, stories are the ultimate hack. “ Erin Kissane, The Elements of Content Strategy
    7. 9. http://www.flickr.com/photos/turneround/5398112759/ We see in stories.
    8. 10. http://www.flickr.com/photos/turneround/5398112759/ We see ourselves in stories.
    9. 12. [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
    10. 13. 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”
    11. 16. 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.) “
    12. 17. One type of story arc: The hero’s journey
    13. 18. <ul><li>Is our product </li></ul><ul><li>King Arthur </li></ul><ul><li>or Excalibur? </li></ul><ul><li>Ron Ploof </li></ul><ul><li>http://www.mpdailyfix.com/ </li></ul><ul><li>is-your-product-king-arthu r-or-excalibur/ </li></ul>“
    14. 19.  Us Customer 
    15. 20. Thank you. @radiofreegeorgy takethecrosstown.com

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