the startup storyteller: using stories to learn
TRANSCRIPT
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Startup Storytelling:Using Stories to Learn
James WarrenFounder, Share More Stories | Senior Director of Brand Strategy, Johnson Marketing
[email protected] | [email protected]@warrenjwric | @ShaMorStor
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About me
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There is no greater agony than bearing
an untold story inside of you.
- Maya AngelouPhoto credit: unknown; source: creative commons wikimedia
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What’s your favorite story? (read / heard / seen)
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Stories are about experiences…
…and transformationCredit: Joseph Campbell’s “Hero’s Journey” Model courtesy of www.applitude.se
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We learn and connect through stories.
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What we learned from stories
Start with what you know and believe
Expect the unexpected
Keep an eye out for the wizard
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Start with what you know and believe
Expect the unexpected
Keep an eye out for the wizard
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Test the hypothesis and co-create the concept
Book cover images used for illustrative purposes only and remain the property of their respective owners.
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Connecting writers and readers
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Learn in public (yikes)
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Start with what you know and believe
Expect the unexpected
Keep an eye out for the wizard
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Not just about being heard…
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I don’t know where to start.
I don’t have the time.
I’m not a great storyteller.
Who’d want to hear my story.
I’m never able to finish.
There are too many options.
I’ll never do it by myself.It’s just too difficult.
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We didn’t expect this…
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We didn’t expect this, either.
“Hey, can your platform help my company?”
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Highly Curated: Jack Daniels
Growth of opportunityBranded Platform: Coca-Cola Journey
Social: Haynes Furniture
American Express: Expert Longform Stories
Nike “Together” Campaign
Apple’s “The Song” Ad BMW sponsors Medium collection
Cross-platform: A Force for Good
Brand website images used for illustrative purposes only and remain the property of their respective owners.
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So we tried something different.
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Q: Now what?
Photo Credit: “Straight Ahead” by John Georgiou
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Start with what you know and believe
Expect the unexpected
Keep an eye out for the wizard
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The pivot
Fear.
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The pivot
Fear.Edison.
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Connect and engage with something bigger
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The brand connection opportunity
Growth
Insights
Loyalty
Engagement
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The pivot
Fear.Edison.
Really hard.
Obviousness.
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More possibilities
Meaningful Interactions
Deeper Relationships
Stronger Brand Equity
Powerful Insights
Credit: Future of StoryTelling 2015 Summit: Site image
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“Now you’re disrupting something.”
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The more we asked people to tell us their stories, the more we learned.
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A lot of stories aren’t scripted. Which means you might learn a few things you didn’t plan to.
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Be ready to write a new ending.
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A: Keep moving.
Photo Credit: “Straight Ahead” by John Georgiou