The #1 reason why creatives don't get a seat at the table is because they are seen as decorators instead of leaders. I've helped hundreds of creative pros go from finding their feet to becoming a strategic and confident creative force. Join our tribe of curious creatives. Subscribe to get weekly fuel for your own creative engine.
Why Great (Business) Storytelling Is So Effective
Hi Reader Why Great (Business) Storytelling Is So Effective |
The single biggest reason why story-based communication is so effective is because the right type of story shifts the complete conversation away from the storyteller, and focuses it on the audience. In essence, it makes the audience the centre of attention and instantly pulls them in, even if they don't yet understand how or why it happens. Especially when it comes to either business or personal brands, the best stories are never about the brand itself. Instead, it is effectively the collective story of everybody who aspires to be better, more prosperous and more of ‘whatever it is the brand promises to the audience’. For example, Nike’s story is about ordinary people doing extraordinary things through courage and determination. That's why when you wear your Air Force Ones, you feel like you can conquer the world. Apple’s story is about creative mavericks making change in a world that desperately needs it. Owning an iPhone instantly gives you a good helping of inflated creative license, where it feels like the next Oscar or the next Pulitzer prize is well within your reach. Woolworth’s story is about discerning people who don’t want to compromise on either the quality of their products or their concern for the environment. Buying at Woollies makes you feel all warm and fuzzy about your reusable canvas shopping bag while you very conveniently ignore the 20kg of plastic you just loaded it up with. Well, that's all of us really, isn't it? When we find ourselves in a dramatic story where we deeply identify with the main character and their struggles, we become engaged, inspired and ready to do something spectacular, the moment we're given the slightest opportunity. The biggest trap any person or business can fall into is to think they’re telling an engaging story, but in reality, they’re making everything all about them. If you want to tell, or create, the type of narratives that engage your audience and grow your businesses, before you even put pen to paper, learn the art of looking beyond yourself, recognising first and foremost what your audience cares about. The moment you've mastered the art of talking about what you are offering the world in a way that chooses to first focus on what the world actually needs, that's when you're starting to not only tell the stories people care about but also the stories people care to respond to. You’ve got this. P.S. To access a library of learning directly tailored to creative professionals, subscribe to the YouTube channel and get weekly fuel for your own creative engine. |
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Mynhardt van Pletsen
The #1 reason why creatives don't get a seat at the table is because they are seen as decorators instead of leaders. I've helped hundreds of creative pros go from finding their feet to becoming a strategic and confident creative force. Join our tribe of curious creatives. Subscribe to get weekly fuel for your own creative engine.
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