How do brands keep us interested and engaged? They tell us their stories.
All brands have stories. The brands that tell the most interesting story wins our attention.
The reason story works so well is because humans are wired for story. Neuroscientists have proven that stories change our biology. When we hear stories of distress our bodies release the hormone cortisol. When we hear a story that elicits empathy in us our bodies emit the hormone oxytocin. Yes story has the power to change our biology.
Watch this video produced by Mont Blanc and watch closely how the brand storyteller takes you on a journey through time, a journey that shows you how they have served people just like you, or the person you aspire to be like.
Then watch another video produced Burberry a 150 year old brand based in the UK. Burberry hired Angela Ahrendts as the new CEO and one of the first things she did was hire a cultural anthropologist to tell the story of the historical Burberry brand. Once the story was catalogued Ms. Ahrendts published it as a book and provided a copy to each employee. The intention in sharing the book with employees was to inspire them to ignite a passion for the brand and fuel a connection to the mission to revive the aging English business icon. The book became a source of pride. The brand was new and exciting again.
Before Angela Ahrendts arrival Burberry had forgotten their brand story. The employees and the customers had forgotten why Burberry existed, they had forgotten who they served and how they were purpose built to serve a specific audience that had a very specific sense of value and style.
These two youtube videos show us visual storytelling at it’s best. Mont Blanc’s story is exactly 2 minutes and 20 seconds and the Burberry story is 5 minutes and 27 seconds. I submit that when you watch these videos in total you too will begin sharing the compelling stories that your brand has to tell.
That is the power of .
Uber is the start-up that can be accused of recommending a million dollar smear campaign against a female journalist one week, and seal a billion dollar funding round the next. The company bears all the hallmarks of a disruptive start-up, using technology to exploit a gap in the market and […]
Uber continues to fight every legal challenge and the battles are many. Could it be that the mounting legal challenges are the marketplace trying to tell Uber something? Or does all the legal wrangling mean that Uber is operating in a new domain without laws and as the disruptor, it is Uber’s responsibility to write laws to accommodate the new business model borne out of their success and the marketplaces acceptance of the sharing economy?
“There is no national or model response to this emerging market, and a ‘Wild West’ environment is the current state of play,” commented Matthew Daus, former commissioner of the New York City Taxi and Limousine Commission. Kalanick’s reply must have felt something like a declaration of war: “Was Yahoo upset when Google came out? Of course. In that industry, people compete. In the cab industry, they try to curtail competition.”
Product development doesn’t start with the story of your factory, the technology or even the number of those features and these benefits.
Excerpt:4 QUESTIONS TO ASK BEFORE DEVELOPING YOUR PRODUCT
1. What’s the change that will happen in your customer because your product exists?
2. How will he look, feel, think and act?
3. What will he say, believe and do once he is using it?
4. How exactly will he be a better version of himself in the presence of this product?
A lot of medical professionals are worrying about their jobs whether they lose it in the near future due to the coming waves of new technologies. Many of them think they will get replaced by robots…
“One of the major obstacles is physicians being resistant to the adoption of new technologies because they are afraid.”
The title of my talk was “Giving Up Control: Leading in the Digital Era”. One key data point from Gallup that continues to astound me is that worldwide only 13% of people are engaged in their work. It’s higher in the US, standing at 30% but that’s still terrible!
I believe that a big reason for this is that we don’t give enough autonomy to, and respect the growing agency of our employees, especially for the Millennials who crave purpose and meaning in their work. The hierarchies that exist in our organizations were designed for a bygone era where efficiency and scale were paramount. But today, speed, innovation, and creativity are the sources of competitive advantage.
Companies have been responding, deploying collaboration platforms and enterprise social networks to connect people throughout the organization. Shrinking the distance between previously siloed departments, or between executives and the front lines sounds great — unless you’re a middle manager.
The biggest problem leaders face in the digital era is that power and influence are being decoupled from titles and organizational structure. So how can you be an effective leader? Here are the three things that organizations can do:
- Create a Culture of Sharing. Instead of hoarding information to be powerful, leaders have to become facilitators who accelerate the sharing of information across a networked organization.
- Encourage the Practice of “Followership”. The size and quality of your network, not your title, determines how much power and influence you have, and thus, how much you can get done. If employees could build their “followership” across the organization and even outside the organization, then even if their titles or jobs changed, they could still be highly effective. This creates tremendous security that allows these managers to make tough decisions that might otherwise jeopardize their livelihood.
- Ensure Networks are being used to Make Meaningful Decisions. People are smart — they won’t devote time to engaging unless they know it’s going to make a difference. The biggest mistake I’ve seen organizations do when trying to transition into the digital era is to use these new tools to create the equivalent of a digital water cooler — talking rather than getting work done. No wonder they don’t last! Get leaders to pay attention, make key decisions on these networks and people will come.
What each of these has in common is the need to give up control. In the talk, I shared the journey I’m going through as the parent of teenagers, as they push for greater autonomy and trust to make their own decisions. In our work, if we truly want to have an engaged workforce, then we’re going to have to lead differently, and establish a new kind of relationship and trust that’s created and deepened with these digital tools.
We are no strangers to the benefits of storytelling in content marketing. Knowing that audiences are more likely to remember (and share) stories that connect in an emotional way has allowed marketers to develop truly unique content. But storytelling is an art that requires finesse, integrity and a touch of humility, and there is possibly no greater storyteller than filmmaker Steven Spielberg.
With more than 30 films, seven Academy Award nominations and three wins, Spielberg has the…
Guidance from a Master Storyteller
58 slides created by AleLearn how to align SEO criteria and principles to content development to achieve better organic search results.
This presentation has a total of 58 slides packed with solid information how to maximize getting found online via SEO strategies.
She’s made the slides fun and entertaining too, who says SEO must be boring?
Revising the lesson from a classic book on selling.
Successful business all know what the meaning of TEAM is (Together We Achieve More). When a business encourages all lines of business to have a voice at the table those business achieve more.
Excerpt: Without credible sales input, any strategy runs the risk of dealing with yesterday’s market realities, not today’s.
If Facebook is the personal social network then LinkedIn is the world’s professional social network. This site boasts 259 million members worldwide and nearly half of those, 110 million are in the US. With one-third of the entire US population on the service it would seem like a great place for getting access to healthcare professionals outside of normal channels.
The Klick Health survey of Linkedin usage by healthcare specialty says certain specialties are more active on LinkedIn than others, with Psychiatrist & Anesthesiologist being the top two specialties represented.
Humility is as important a trait in speakers as it is in leaders.
Seek to be the Mentor & not the Hero of the story you present!