Not tale, no sale. Storytelling Insights
- Our brain is storywired already.
Storytelling transports information into the brain in exactly the manner it is already wired : not in information packages, but in relation to certain contexts. That’s why it is so much easier to reach any audience with stories instead of facts on 10pt. written powerpoint –slides.
- Archetypes achchor. Fast. And with everybody.
Hero’s journey, saviour, love, or betrayal are emotional categories that everybody can connect quickly. Arcehtypes are the base for every good story and are connecting element bewteen naarator and audience. Without archetypes every story remains « l’art pour l’art » only.
- No drama – no story.
Every protagonist of a story is only revealing its true value through the Antagonist. (What would 007 be without the world-destroying villains he has to face ?). Comprehensible turning points, logical aha-moments and a true climax are bringing stories to life. Who doesn’t dare to go for the drama, should spare the audience the story. Who dares to story-tell, should dare to dive into drama.
- Storytelling works across media, across departments, across everything.
This is why Storytelling automatically sets communication in motion internally and externally. Difficult and exciting at the same time. Successful communicatos are turning more and more from communication gatekeepers into CSOs – Chief Storytelling Officers.
- Storytellingworks best inside-out.
The best Coroporate stories are coming from the corporation itsself. More impactful than any top-down marketing message ever can be. The broader the story-base in a company is, the bigger the possibility that they will be retold gain and again enthusiastically and and that they enfold their potential as « sacred bundle », as essence of what the company stands for.
- Storytelling is employee-priority.
Employees are the carrier of the story-gen. As employees communicate anyway – they better are made an active part of the story-process. That anchors the companies stories emotionally with the employees. If the corpoorate stories are not anchored in everyone internally, enthusiasm very quickly turns into a passive sentimental « do you remember »- modus. Apple CEO Tim Cook is experiencing that quite intensely at the moment.
- Who doesn’t have a story, can’t tell one.
To reveal the answer to the question « What’s your –real- story » is one of the most exciting journeys a company can embark on at the moment. Longterm return on investment : emotionally connected clients, loyal employees (remember – you made them part of the story… )
- Who does have a story to tell, should do so impactfully.
As authentic as possible, as much emotion and drama as necessary. To quote StoryTheaters’ Doug Stevenson. Don’t TELl your story. BE your story.