March 8, 2010 by Dave Lutz
A little over four years ago, I left the C-suite to begin the next chapter in my life. During my first few months, I had the opportunity to do some serious soul searching and self discovery. Like many of you, I have a passion for learning. I initially focused much of my reading around increasing my knowledge of what makes a great vs. mediocre leader. You know, things like humility, drive, vision, character, servant’s heart and excellent communicator.
Not too long into it, I had an ah hah moment. While I thought I had strong communication skills, it occurred to me that if I wanted to take things to another level there was one major area that I needed to improve. I learned about the incredible power of storytelling and how using stories was a part of the secret sauce for the best of the best.
I’m still not great at storytelling, but am getting better. The more I tell my clients how they can incorporate and benefit from it, the more I tend to use it.
Last week, Jeff and I received a copy of a storytelling whitepaper entitled Bold Brands Drive Revenue with Storytelling. It was written by NCM Fathom who helps major brands convey their messages through events at their national network of movie cinemas . The storytelling topic always catches my eye and this is one of the better short reads I’ve come across on the topic.
Here’s an excerpt taken from whitepaper that jumped off the page for me:
Good Stories Compel People to Change
DNA of a Great Story
Things around us are changing at a rapid pace and storytelling is a great tool to help accelerate and enable change.
A great story will include these elements:
Putting the four elements of a great story into practice.
Associations that adopt storytelling will have a process and culture for collecting and sharing the best stories.
Much like target marketing, you want your stories to be as relevant as possible. Segmenting your audience and doing your push distribution to only those that it aligns with is critical. If it’s a great story, those that connect with it most, will spread it for you.
Has storytelling had a positive impact on your organization or your life? When you think about the best leaders and their traits, is storytelling one of the skills that made them special? Got any cool stories or storytelling ideas to share?
Filed Under: Conference Education
Thanks for the reference to Fathom’s storytelling white paper. As you mention in your blog post, mastering the art of storytelling is a challenge and we work with our clients everyday to help them deliver cinema events that leverage the power of storytelling. Not only do you have to tell the right story to the right audience but it has to also be done in the right way and the right context. It really is an art form, but with the right proper elements it can be successful. Your recommendations for putting the four elements of a good story into practice make it easy for anyone to tell the story of their brand, organization, group or association. I am encouraging our clients to comment on your post as well as they can weigh in on their personal experiences with storytelling in the cinema as well as other formats. Thanks!
Laura, thanks for your comments and for spreading the word! Your whitepaper includes several pretty compelling case studies on how major corporations have leveraged storytelling…the Kleenex one definitely brought a tear to my eye. 😉 I also enjoyed your point of view of advantages/disadvantages for various meeting venues and platforms. Good stuff!
[…] Emotional Connection, Brand Loyalty & Cinemas: The Art Of Storytelling – Find out what really makes a good story. An excellent breakdown of the elements of great stories. […]
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