The Power Of Stories
One of the questions we get frequently is, "How can I communicate the value and potential of my company quickly?" Well, this week's Forbes has an excellent column by Harvard Business School leadership expert, John Kotter describing The Power of Stories, which is one of our favorite techniques. As John notes in his article:
We couldn't agree more. Blackfriars has found stories a hugely successful technique for some of our clients. One had seven different products it wanted to launch all at once. The traditional product launch technique would have been for seven product managers to stand up and do PowerPoint presentations over an hour or two. What we proposed and did instead was to write, cast, and direct a small play that presented the consumer needs, the seven products being launched, and their value to consumers all in about eight minutes. Attendees were entertained, retained the information better, and had more time to ask questions. All of them "got it" in eight minutes.
Despite today's formal and technical business environments, we're all wired to understand stories. The next great marketing story is out there somewhere. The only question is who will pick it up and run with it first: you, or your competitor?
As I look around me today, I see that too few business leaders grasp the idea that stories can have a profound effect on people. The gestures made (or not made) by leaders can turn into the stories that powerfully affect behavior.
Leaders who understand this and use this knowledge to help make their organizations great are the ones we admire and wish others would emulate. Those in leadership positions who fail to grasp or use the power of stories risk failure for their companies and for themselves.
We couldn't agree more. Blackfriars has found stories a hugely successful technique for some of our clients. One had seven different products it wanted to launch all at once. The traditional product launch technique would have been for seven product managers to stand up and do PowerPoint presentations over an hour or two. What we proposed and did instead was to write, cast, and direct a small play that presented the consumer needs, the seven products being launched, and their value to consumers all in about eight minutes. Attendees were entertained, retained the information better, and had more time to ask questions. All of them "got it" in eight minutes.
Despite today's formal and technical business environments, we're all wired to understand stories. The next great marketing story is out there somewhere. The only question is who will pick it up and run with it first: you, or your competitor?
Technorati Tags: Blackfriars, Communication, Marketing, Stories
posted by Carl Howe at
4:09 PM
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