Every business, brand, project or team is full of stories that can inspire those around them. Here's a few tips on how to bring those stories to life.

1. Great insights (the human or statistical
insights that underpin your story) lead to...
Great stories (insights moulded into a form
that will resonate) lead to...
Great Content (the story’s physical form –
words, pictures and channels).
Understand and advocate for your identity. It
will guide and anchor your storytelling.
Five tell-tale signs to a strong identity...
• Aligned: Everything hangs together.
• Stakeholder-centric: About us, not me.
• Simple: But supported by deep detail.
• Respected: Drives all decisions.
• Achievable: Epic vision = epic fail.
Successful storytelling requires careful, long-
range planning...
• What business needs am I capable of
meeting and how will I measure success?
• What stakeholder needs can I meet and
how do I measure success?
• What stories can I produce to address the
needs I’ve identified?
• Where can I find these stories?
Become an explorer by cultivating, creating
and curating a regular flow of insights. This
will feed your storytelling.
To do this, build a network of subject matter
experts, analysts, thought leaders, internal
and external researchers, front-liners and
business leaders.... and talk regularly.
Your stories need to be shared – and used –
everywhere. So work cross-business and...
Knock down the silos: Centralise content
creation – structurally or collaboratively.
Maintain a calendar of stories: So others
can contribute, align and plan their activities.
Develop your skills: To produce all forms of
content, not just digital.
You’ll engage no-one by telling them how
good you are. Step into their shoes,
understand what they want and deliver it.
Think BEN: Benefits, Education, Natural
language
Personalise: The message and the media
Don’t write... feel: Don’t be afraid to be
human. That’s what people want.
Content isn’t king. Value is king. It’s easy to
create content. It’s much harder to create
value for your stakeholders and business.
Good storytellers don’t tell stories. They tell
one story in many different chapters. That
story is the evolution of your business,
brand, project or team and its relationship
with those around it.
Every business, brand, project or team is
loaded with stories that could help and
inspire others. You just need to find your...
• Case studies, knowledge and experience.
• Data and research.
• Product and service advice.
• Reflections on today and tomorrow.
• Heritage, priorities and progress.
• Passions of your leaders.
NoStory...NoContent
“A special effect without a story is a
pretty boring thing.”
George Lucas
© Wayne Aspland, The Content Factory, June 2013. www.thecontentfactory.com.au
StoriesAreEverywhere
“Behind every small business, there's a
story worth knowing.”
Paul Ryan
KnowWhy
“We often get blinded by the forms in
which content is produced, rather
than the job that the content does.”
Tim O'Reilly
KnowWhere
“A point of view can be a dangerous
luxury when substituted for insight
and understanding.”
Marshall McLuhan
BeSharing
“The unread story is not a story; it is
little black marks on wood pulp. The
reader, reading it, makes it live: a live
thing, a story.”
Ursula K. Le Guin
TwoClosingTips
“In all my research, the greatest
leaders looked inward and were able
to tell a good story with authenticity
and passion.”
Deepak Chopra
BeCaring
“When I see a story, I ask: is this
something I'd like to be in? Is this
something I'd like to see? And if I'd like
to see it, would I like to tell it?”
Clint Eastwood
KnowWho
“Good business leaders create a
vision, articulate the vision,
passionately own the vision, and
relentlessly drive it to completion.”
Jack Welch
Storytelling Over CoffeeUsingStoriesToBringYourBusiness,Brand,ProjectOrTeamToLife.`