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Why Storytelling Is The Ultimate Weapon

Why Storytelling Is The Ultimate Weapon
In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival. In his book, Tell to Win, Peter Guber joins writers like Annette Simmons and Stephen Denning in evangelizing for the power of story in human affairs generally, and business in particular. Guber argues that humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion. The best way to emotionally connect other people to our agenda begins with “Once upon a time…” Plausible enough. I think it’s a real insight. Until recently we’ve only been able to speculate about story’s persuasive effects. What is going on here? And, in this, there is an important lesson about the molding power of story. This is exactly Guber’s point. Guber tells us that stories can also function as Trojan Horses. Guber’s book is relentlessly optimistic about the power of story to persuade.

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Infographic: Storytelling Vs. Corporate Speak Visual storytelling demands a place in any organization’s business communications. Photos, graphics, charticles – apparently, when it comes to fish, what happens in Vegas does not stay in Vegas – etc. all provide storytelling fodder. Which brings me to the infographic. You could make an argument that the infographic is the new black. Beyond the visual appeal, infographics push companies to communicate at the industry level. After assisting clients in creating infographics, we’ve created our own on storytelling.

Reframing well-being by The Futures Company During the middle of the last century, there was a fundamental shift in the way we think about total health. It moved from eradicating disease to achieving multi-dimensional well-being. Yet healthcare systems still focused more on sickness. The result, ever since the World Health Organization's (WHO) radical redefinition of health in 1948 as ‘complete physical, mental and social well-being', has been a tension between intent and delivery. The WHO's ambition has become an orthodoxy, but its 1948 vision means the majority of us would be classified as unhealthy most of the time.

Competitive Advantage Marketing Inc Should Social Media Replace Surveys? Recently, there has been much discussion that social media may drive down the use of surveys and focus groups. Some have claimed that surveys could become obsolete in the next 20 years. That’s an interesting concept, but some of the talk may be hyperbole designed to attract an audience. One thing is certain, though: Social Media cannot be ignored. Platforms like FaceBook, Twitter, Company Websites, Blogs and Forums all provide a rich, valuable source of customer feedback.

Giving Your Brand Primal Power Through Storytelling “Once upon a time…” Those four little words, when combined, have an amazing allure, simply because we know that they signify that something special is about to happen…a story. Humanity has used stories from the beginning to bind communities, create movements, inspire religions, and promote patriotism. From cave drawings to campfire tales, from papyrus writings to the Gutenberg Bible, our species has always rallied around stories--narratives that had the ability to hit us where we live and take us to someplace new. At our agency, we make what we call “story-selling” an essential component of our branding efforts with our clients.

Taking Healthcare Market Research into the New Normal < Points Of View < Knowledge & Ideas Home / Knowledge & Ideas / Marketing / Points Of View / Points-Of-View / Marketing The how and why of an online community are important to discuss and understand - because of the investment involved, there must be a return for the effort.

Discussion: Storytelling and success stories I’ve not been able to keep up with all threads but it seems there have been a number of interesting discussions over the past few days covering various aspects of the role of data visualisation and what we should expect from it. Thought I’d join the party late and throw in a few thoughts of my own as I was planning on writing something about these subjects anyway. Firstly, I would recommend you take a look at Moritz Stefaner’s post about the different functions of visualisations – those that tell (or more specifically show) stories and those that don’t. I particularly suggest you read the comment responses at the bottom of the post, I haven’t read them word-for-word but skimming through reveals some good discussions in there. Interestingly, you can see how often the nuances and semantics of the written word are at the root of many disagreements about perspectives when they are actually the same views just articulated differently. The main issue is what does success look like?

The Accountability Gap If there’s one thing us ad hacks hate it’s accountability. We are forever trying to find ways to inoculate ourselves from the nasty business of actually selling our clients products We go through amazing contortions to move our clients away from hard, behavioral measures like sales, transactions, and customer counts to soft measures like awareness and attitude. We are always on the lookout for new justifications that separate advertising from the mundane, tiresome chore of peddling things. That's why "branding" has been such a godsend.

8 Hot Media Trends You Need to Know The Modern Media Agency Series is presented by IDG. CDW added humor to its video marketing campaign and it led to one million video views. In an interview last month, Neal Campbell, CDW's Chief Marketing Officer, explained the program and how it led to the Charles Barkley integrated marketing campaign. When a week's vacation can leave us behind on social media trends, early adoption becomes more about pattern recognition than bandwagon jumping. Mediaphiles dismissed Foursquare as a toy, until it suddenly owned the geo layer. Internet junkies took afternoon naps and missed Pinterest's leap to #3 in social networking. Patrizia Soffiati - Google+ - Cos'è una storia? +You Search Images Maps Play

marketing analytics: some more thoughts it has almost been a year since I wrote about marketing analytics and my attempt at capturing the "principles" that could drive at making marketing decision-making far more evidence- and fact-based. i am republishing these thoughts again, but with a stronger emphasis on what's really marketing analytics is all about: interpretation and transformative insights. marketing analytics is far more than equations and cross-tabulations and significance-testing - although these techniques form part of that. it is the interpretation that really matters - the "so-what?" and "what-now?" i realized this after almost a year of not dealing with equations and wonderful world of econometrics, matrices, error-testing, and all that. [well, *almost* not dealing with equations - i still had to fit curves against numbers and trends and all that beyond OLS and all that...)

Voleur de secrets Okay, this rat is leaving the ship. I’m not going to delete it, but I’m not going to use this blog anymore for a while. Maybe later. But after I made that post considering leaving it another 10 people started following, and I am too anxious as a person to feel comfortable with having a personal blog/scrapbook followed by this large a crowd. I’ll probably follow a bunch of people I follow here now and should be easy enough to recognise (I think) but I might just message you a hello from my new tumblr if I remember to! Hmm.

TNS studies car buying in China CHINA— TNS has completed a major multi-client study of car buying in China, which tracked 1,200 people over four months. The Automotive Path to Purchase Study (Tapps) was backed by a Chinese car maker and two European manufacturers. TNS recruited people who said they intended to buy a car in the next six months, and asked them to keep an online diary of their activities. Participants also agreed to have their web usage tracked using a plugin installed on their computers and took part in ad hoc online discussion groups. The agency claims Tapps is the first study to track behaviour during the car-buying process on this scale. TNS’s global development director Andy Turton (pictured) said the online methodology “works just fine” in China for new car buyers and gets around some of the limitations of how research into car buying has been done in the past.