Stories are Inspiring.
Stories have Power.
Jennifer Aaker and Andy Smith in their book: “The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media To Drive Social Change” talk about 5 things that the story teller has to keep in mind
- Chronology – Stories should not begin at the beginning, but follow an interesting arc where events build on ideas, feelings and passion and should not feel disjointed and disparate.
- Telling – Stories are not a series of facts; the audience should “see a picture, feel the conflict, and become more involved with the story”.
- Jargon – Stories should not be filled with technical terms or acronyms but should be filled with clarity.
- Connections – People connect with other people, hence, a focus on real-life characters is important. The protagonist should be personalised and should seem real enough.
- Authentic – Stories should be authentic and be part of the organizational culture.
Stories told by employees or customers are significant assests for the Company. We have to find ways to allow all our stakeholders to be ‘story-tellers’ and design means to collect the stories and create an internal story bank/database. These would then form the corporate story.
“Companies like Nike, Apple, and eBay harness stories as tools to crowdsource ideas, such as what consumers are really passionate about. They do this as a way to give employees language and initiative to tell personal stories of meaning, and to amplify and distribute brand initiatives in story form.”