Check out part three of our series: Strategic Storytelling, where business and stories meet.
Giuseppe Caltabiano
Apr 30, 21 | 5 min read
strategic storytelling part 3
Reading time: 5 minutes
The first episode is here .
The second episode is here .
Ben Horowitz is a startup founder and venture capital expert. He has invested in the next generation of leading technology companies, including Airbnb, Facebook, Pinterest and Twitter.
A few years ago, while interviewing leading startups, he was asked about companies that insist that products are the only thing that matters.
“You can have a great product, but it’s a compelling
story that gets a company moving. If you don’t have a great story, it’s hard to motivate people to join you, work on the product, and get the public to invest in the product. Companies that don’t have an articulated story don’t have a clear, well-thought-out strategy. The story we tell is the strategy of the company .”
The idea behind a strategic (or business) narrative list of montenegro consumer email is very simple: why not apply the principles of storytelling — the same principles that have been used for books, movies, and video games — to business and strategy?
Now that we’ve seen how the classic storytelling model works for movies and literature, let’s apply it to business!
Three storytelling business models
Some authors and storytellers have used personalized approaches. Let’s look at three models, respectively, those of Donald Miller, Robert McKee, and Andy Raskin.
Donald Miller, building a story
Donald Miller, who founded a company called StoryBrand, has simplified storytelling into a process called the StoryBrand 7-Part Framework (also known as SB7).
Using the SB7 framework, businesses can create a brand story and then draw on their ideas to write copy and content.
Here is a brief summary of the seven principles or steps in the StoryBrand framework:
Miller’s StoryBrand model
StoryBrand Miller Model
A character: your client is the hero.
You have a problem: as a successful company, you have to deal with your customers’ internal problems.
And they find a guide (your brand): Customers are looking for a guide to help them with their frustrations.
The guide formulates a plan: Clients will trust a guide who has a plan.
And it encourages them to take action: customers
are faced with the choice to act.
This helps them avoid failure: each wordpress advertising adsense wpquads party involved tries to avoid a tragic ending as best they can.
And it ends in success: your customers understand how the product or service your company offers can successfully improve their lives.
Robert McKee, Storynomics
The second model analyzed is the one presented in Storynomics, by Robert McKee.
A legendary Hollywood screenwriting coach, speaker and screenwriting doctor, McKee has expanded his teaching approach to include content that he and Skyword CEO Tom Gerace have created specifically for marketing, advertising and sales leaders.
He and Gerace teach a seminar and have agent email list written a book called Storynomics: Story-Driven Marketing in the Post-Advertising World , which lays out the 8 stages of designing a good story.