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The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
The Value of Stories for Business
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The Value of Stories for Business

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  • \n
  • want to dispel your ideas about what a story is. this isn’t kid’s stuff. \n
  • powerful tools - potent content - what do they mean? how does it work? why should we care?\nsome of the characteristics of story. [read some] these are potent. \n
  • \n
  • it’s the fundamental unit of human communication\n
  • virality - make shareable and shareworthy\na rumor.. a legend.. a compelling or funny news story\n
  • fables like tale of lot - versions of that story are found in multiple cultures\n
  • 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.\n\n
  • stories are a prism for understanding the world around us. we process info in story format.\n
  • stories activate empathic part of brain. people insert themelves into the narrative. stories gain power and value through this relevance.\n
  • it comes down to emotion - Emotions are powerful because emotions can influence - we approach every situation from an emotional context\n
  • \n
  • Stories tell us *why* - help people make decisions\nThe 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."\n
  • \n
  • 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\n
  • 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. \n
  • 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\n
  • speaking of a hero’s journey, we have to decide, who’s the hero?\n
  • user or customer as hero\nhelp them win and complete their journey with remrarkable, compelling content that matters and inspires\ncreate a tale that will be spread\n
  • user or customer as hero\nhelp them win - help them complete their journey with exceptional, compelling content that matters and inspires\ncreate a tale that will be spread\n
  • Transcript

    1. Georgy Cohen @radiofreegeorgy @crosstowncomm The Value of Stories#gilbanebostonhttp://www.flickr.com/photos/pandora_6666/4927859168/ for Business
    2. 2
    3. National Storytelling Network“ 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
    4. Storytelling is an act of community, sharing values and knowledgehttp://www.flickr.com/photos/jasonpratt/4807746068/
    5. Stories draw strength from the number of people who share them.http://www.flickr.com/photos/turneround/5398112759/
    6. Stories are universal
    7. Erin Kissane,The Elements ofContent Strategy“ For anyone who communicates as a profession, stories are the ultimate hack.
    8. We see in stories.http://www.flickr.com/photos/turneround/5398112759/
    9. We see ourselves in stories.http://www.flickr.com/photos/turneround/5398112759/
    10. Daniel Pink,A Whole New Mind“ [Story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded
    11. “Why We Need Storytellers at the Heart of Product Development”“ 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
    12. story arc (n.)“ 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
    13. One type of story arc:The hero’s journey
    14. “ Is our product King Arthur or Excalibur? - Ron Ploof http://www.mpdailyfix.com/ is-your-product-king-arthur-or-excalibur/
    15. Customer   Us
    16. Thankyou.@radiofreegeorgytakethecrosstown.com

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