storytelling
TRANSCRIPT
IT WAS A DARK AND STORMY NIGHT…What B2B stories are and how to bring them to life
www.b2bmarketing.net
“THE US WILL LAND A MAN ON THE MOON AND RETURN HIM SAFELY TO THE EARTH BY THE END OF THE DECADE.”
“ We set sail on this new sea because there is new knowledge to be gained, and new rights to be won, and they must be won and used for the progress of all people. For space science has no conscience of its own. Whether it will become a force for good or ill depends on man, and only if the United States occupies a position of pre-eminence can we help decide whether this new ocean will be a sea of peace or a new, terrifying theater of war.
We choose to go to the Moon. We choose to go to the Moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are unwilling to postpone, and one which we intend to win…”
JFK
IF JFK HAD BEEN A B2B MARKETER “Our mission is to be a world leader in unique, innovative lunar-oriented exploration solutions that result in end-to-end, two-way success initiatives within a ten-year time frame.”
A COMPANY CAN’T ‘OWN’ ITS FACTS.If the company’s facts (speed, price, quality) are superior to the competition, any good competitor will duplicate them, or worse, improve upon them, as soon as possible.
What a company can own, however, is a personality.”
Mark Benioff, CEO, Salesforce.com
“ ESSENTIALLY, A STORY EXPRESSES HOW AND WHY LIFE CHANGES.”
Robert McKee
“ ESSENTIALLY, A STORY EXPRESSES HOW AND WHY LIFE CHANGES.”
Robert McKee
BE HUMAN
PROGRESSION: THE HISTORY/ MYTH APPROACH
WWW-03.IBM.COM/IBM/HISTORY/IBM100
PROGRESSION: THE B2B WORLDVIEW TRYPTYCH• Get your protagonist up a tree• Throw rocks at him• Get your protagonist down
from the tree
PROTAGONIST /ANTAGONIST
PASSION:
“ PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT.”
Simon Sinek
STORIES ARE AS CLOSE AS WE GET TO HOW THE HUMAN BRAIN MAKES SENSE OF THE WORLD
WHY
HOW
WHAT
STORYTELLING BEGINS WITH WHY (NOT WHAT?)
CONFLICT
RESOLUTION / TRANSFORMATION
SALESFORCE’S FUTURE STORY
YOUR SOCIAL ENTERPRISE STARTS HERE.
An Introduction for sceptical strategists
SOCIAL SUCCESS
“ PEOPLE DON’T WANT MORE INFORMATION. They are up to their eyeballs in information. They want faith. Faith in you, your goals, your success, the story you tell.
Once people make your story their story, you have tapped into the powerful force of faith”
Annette Simmons, The Story Factor
MARTIN LUTHER KING “GAVE THE I HAVE A DREAM SPEECH, NOT THE I HAVE A PLAN SPEECH.”
Simon Sinek
