4. National Storytelling
Network
“ Storytelling is the
interactive art of using
words and actions to reveal
the elements and images of
a story while encouraging
the listener’s imagination.
www.storynet.org/resources/whatisstorytelling.html
5. Storytelling is an act of
community, sharing
values and knowledge
http://www.flickr.com/photos/jasonpratt/4807746068/
6. Stories draw strength
from the number of
people
who share them.
http://www.flickr.com/photos/turneround/5398112759/
8. Erin Kissane,
The Elements of
Content Strategy
“ For anyone who
communicates as a
profession, stories
are the ultimate
hack.
9. We see
in stories.
http://www.flickr.com/photos/turneround/5398112759/
10. We see
ourselves
in stories.
http://www.flickr.com/photos/turneround/5398112759/
11.
12. Daniel Pink,
A Whole New Mind
“ [Story] is becoming a
key way for
individuals
and entrepreneurs to
distinguish their
goods
and services in a
crowded
13. “Why We Need
Storytellers at the
Heart of Product
Development”
“ In a world where
consumers are inundated
with choices, products
that want to be noticed
and adopted must be
rooted in the why.
http://uxmag.com/strategy/why-we-need-storytellers-at-the-heart-of-
product-development
14.
15.
16. story arc (n.)
“ A story arc is an extended or
continuing storyline in episodic
storytelling media …
The purpose of a story arc is to
move a character or a situation
from one state to another; in
other words, to effect change.
http://en.wikipedia.org/wiki/Story_arc
want to dispel your ideas about what a story is. this isn’t kid’s stuff. \n
powerful tools - potent content - what do they mean? how does it work? why should we care?\nsome of the characteristics of story. [read some] these are potent. \n
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it’s the fundamental unit of human communication\n
virality - make shareable and shareworthy\na rumor.. a legend.. a compelling or funny news story\n
fables like tale of lot - versions of that story are found in multiple cultures\n
Narrative is a bridge between you and your customers or you and your employees. Your tools and resources will be wasted if not in the service of compelling narrative.\n\n
stories are a prism for understanding the world around us. we process info in story format.\n
stories activate empathic part of brain. people insert themelves into the narrative. stories gain power and value through this relevance.\n
it comes down to emotion - Emotions are powerful because emotions can influence - we approach every situation from an emotional context\n
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Stories tell us *why* - help people make decisions\nThe root cause of these symptoms is the fact that execution focuses on the how and what of a product. But in a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why.A product should provide an experience or service that adds value to someone's life through fulfilling a need or satisfying a desire. The ultimate question then becomes: who identifies that value? - The first goal of a product storyteller is to facilitate collaboration and co-creation- Not only do product storytellers identify the intended product value, they also share and evangelize this story throughout their organizations. - Daniel Pink: "like design, [story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace."\n
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stories are how people discover and navigate a brand. - ultimately, you’re only as good as the stories about you - you have to believe your own story, hold it true, infuse the org\n
the path for doing so is a story arc. - A story arc is an extended or continuing storyline in episodic storytelling media … The purpose of a story arc is to move a character or a situation from one state to another; in other words, to effect change. \n
Ordinary World, Call to Adventure, Refusal, Meeting with the Mentor, Crossing the Threshold, -Tests, Allies, Enemies- Approach to Inmost Cave, Ordeal, Reward, The Road Back, Resurrection, Return with Elixir\n
speaking of a hero’s journey, we have to decide, who’s the hero?\n
user or customer as hero\nhelp them win and complete their journey with remrarkable, compelling content that matters and inspires\ncreate a tale that will be spread\n
user or customer as hero\nhelp them win - help them complete their journey with exceptional, compelling content that matters and inspires\ncreate a tale that will be spread\n