From storytelling to story-doing.

over 2 years ago (Edited)

Dear Hivers

Storytelling is all the rage in marketing circles. However, are all stories equal? As an extension of my post on Starbucks Reverse Storytelling , here is a reflection on the genesis of successful storytelling.

Masuline have the ability to solve and organise chaos.

The strength of the stories lies in the power of emotion, against which reason can do nothing

It's the difference between giving an example (or showing an image) and telling a story. The strength of the narrative lies in the addition of emotional content and in the addition of personal details.

The story has elements and events that form a whole and this whole is infinitely more important and powerful than the sum of its parts.

In addition, the emotion contained in a story increases perception tenfold, operates like a magnifying glass and inscribes the events durably in our memory. (Excerpt from the book Storytelling in Action )

From narration to action or vice versa?

A story is created when it is heated.It's the experiences brands create for and with their customers that drive the best stories. Because the story only has meaning and value if it is lived first, if it translates an emotion, an exchange between the brand and its customer. Without this unique inspiration, history, however pretty it may be, remains an empty shell.

"tell" stories (without any real foundation) and those that "make" their history, that create experiences so rich that everyone wants to share them, to extend them.

Companies that live their stories create emotion, a desire to belong and share. They inspire and nourish.

Do not try to invent a story that does not belong to you. Look within yourself, in your business. Each company has its own story. It is she whom you must cultivate and nurture. And companies that have mastered this art are wildly successful. Consider Apple, Michelin, Evian, Moleskine, Innocent and so many others.

Mechanics of a success story.

They have a history of which they are proud, which brings them to life and which they share.

This story goes beyond the framework of marketing or sales, it is inscribed in the heart of the company, it carries its values, it becomes its DNA.
It guides the company's actions: R&D, HR, after-sales service, … everything converges to feed the original story and make it grow.
These actions form a coherent whole.
The founding story (and all its offshoots) inspires clients and partners and helps them advance their own story.

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