Dream Bank 9/30/14 Presentation

1. Be Human & Tell Great Stories
Laura
Gallagher
The
Crea-ve
Company

2. We
live
in
a
world
where
bad
stories
are
told.
Stories
that
teach
us
life
doesn’t
mean
anything,
that
humanity
has
no
great
purpose.
It’s
a
good
calling,
then,
to
speak
a
beCer
story.
How
brightly
a
beCer
story
shines.
How
easily
the
world
looks
to
it
in
wonder.”
–
Author
Donald
Miller

3. “Take Aways” For
Today
You
will
know:
• The
elements
of
a
great
story
• The
channels
you
can
use
to
share
your
story.
• The
economic
ra-onale
for
telling
a
great
story.
• Why
you
should
show
–
not
tell
–
the
story.

4. The Year -
1989

5. Push vs.
Pull

6. The Creative Company
System

7. Why the story
you’re
telling matters in
the Marketplace

8. How we told it
then…

9. How we tell it now…

10. Why stories matter for
brands
"A
company
without
a
story
is
usually
a
company
without
a
strategy."
-­‐
Ben
Horowitz
Facts
and
figures
don’t
s-ck.
If
you
want
a
s-cky
brand,
you
must
tell
a
story.
Storytelling
is
22
-mes
more
memorable
than
facts
alone.

11. Storytelling’s Impact
on Net Worth

12. The Stories We
Tell
Robert
Shapiro:
“If
I
wanted
to
predict
behavior,
I
could
s-ll
predict
it
beCer
with
the
stories
told
around
the
company
than
I
could
with
any
mission
statement
or
five-­‐year
plan.”

13. What do you
think?
Who
is
telling
a
great
story?
A
person
–
OR
-­‐
A
brand
WHY?
What
do
you
like
about
their
story?

14. Elements of the
Story
•
Strong
theme
•
A
fascina-ng
plot
•
UnforgeCable
characters
•
A
well-­‐chosen
seVng
•
An
appealing
style

15. Toms Shoes
Business
Community
Jus-ce

16. Moosejaw
Mountaineering

17. Moosejaw
Mountaineering

18. Moosejaw
Mountaineering

19. Elements of the Story
•
Strong
theme
•
A
fascina-ng
plot
•
UnforgeCable
characters
•
A
well-­‐chosen
seVng
•
An
appealing
style

20. Your Brand or
You?
1)
What
theme
runs
through
your
individual
brand
or
company
brand?
(Example:
Leadership/Social
Causes/Art
and
Music)
2)
What
are
your
current
plot
lines?
What
are
you
working
towards/trying
to
overcome/achieving?
3)
UnforgeCable
Characters?
The
people
who
work
with
you
or
the
friends
you
have
in
your
life
–
the
cast
of
characters,
if
you
will.
Think
of
Snow
White
and
the
Seven
Dwarves.
4)
A
well-­‐chosen
seVng?
Where
are
you
doing
business
or
life?
Is
it
somewhere
where
others
would
like
to
look
inside?
5)
An
appealing
style?
Is
there
something
unique
about
your
brand
or
yourself
that
you’re
leVng
shine
through?
Ex:
Pantagonia,
Half
Price
Books,
Moosejaw
Mountaineering.

21. One Life

22. Connect with Us!
Facebook
www.facebook.com/thecrea-vecompany
Twitter
www.twiCer.com/crea-vecompany
LinkedIn
www.linkedin.com/in/gallagherlaura
Email
Laura@thecrea-vecompany.com