the value of story: using a story's foundation as a foundation for business

The Value of StoryUsing a story’s foundation as a foundation for

business

PRSA

14 October 2003

DATE: Oct-14-03

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PRESENTED TO: PRSA

SUBJECT: The Value of Story

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Overview

• Story (in business) defined• Story. It’s a Pattern, not a

Process.• Experiences Create Story• Using Story as a Business

Strategy• How to Create a Story• Stories in Public Relations

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Story Defined• An account or recital of an event• The plot of a narrative or dramatic work• A news article or broadcast• Background information on something• Romantic legend or tradition

• A PATTERN THAT CONVEYS INFORMATION, IDENTITY, STRUCTURE, AND EMOTION

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Story. It’s a Pattern, not a Process

A good story…• Tells more than the “facts”• Engages, displays, and

makes it “real” in recipient’s mind

• Entertains

When retold, a good Story…

• Maintains its essence• Generates excitement• Breeds naturally

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Examples of Patterns

• Jokes• Travels &

Adventures• College

Escapades• Urban

Legends

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Why Stories Work

• Listener does the creating in their mind. They create an emotional bond.

• Memory points* aid understanding

• Interesting to all the senses

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Overview

• Story. It’s a Pattern, Not a Process.

• Experiences Create Story• Using Story as a Business


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Experiences Create Story• Stories are what people

create and share after having an experience

• The plot, characters, and situation all come from the experience (situation)

• Create the experience by focusing on the alignment of “clues” and you get the foundation of a Story

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Examples

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Why They Work

• The Experience itself is the value proposition

• Focus is on targeted and personalized Emotional Outcomes

• All the senses are engaged (purposefully or casually)

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Overview• Story. It’s a Pattern, Not a

Process.• Experiences Create Story• Using Story as a Business


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Using Story as a Business Strategy• Strategy in agile organizations lives in its

structure. The same structure that supports a Story can support a company.

• Stories can “show the business’ future”, giving employees and customers a tangible, meaningful, and compelling picture of the way things “could be”.

• Stories can give employees and customers reason to adjust their behavior—the case for change.

• Stories can quickly transmit not only the what, but the how and the why

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Examples

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Why Story Works as Strategy

• Stories get the essence across

• Stories convey context• Stories are rich in

detail and nuance• Stories are easy to

pass along—without losing the gist

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Overview




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How to Create a Story

Learn what your audience wants to feel.

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Know what clues to include.

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Get interviewed. Create the context.

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Base it all on the values of the business.

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• Stories create focus– Focus saves communication time

• If you have more time– You can seed more Stories

• If you seed more Stories– You build more awareness (buzz)

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Overview




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Stories in Public Relations

• You play the most important role!• Be the Storyteller in your

organization• Get into the C-Suite• Once Story sets your company’s

foundation, your work (and your life) get easier

Q&AGo ahead.

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Contact

Mike WittensteinChief Experience

Architect

STORYMINERS™

[email protected]

Thom MilkovicChief Creative Guide

STORYMINERS™

[email protected]

www.storyminers.com770.425.9830

DATE: Oct-14-03

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Resources

• www.storyminers.com[Explains the connections between Story and experience. Visit the Feed your Brain section for great articles and suggested readings!]

• www.mckeestory.com[Resources on story development]