Human-Centric Storytelling in Business
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Human-Centric Storytelling in Business Matti Lintulahti, partner & co-founder, Kubo Oy
description
9 tips: how to put your excellent content strategy into action by creating great stories. Presentation at Content Strategy Forum 2013 http://csforum2013.com/
Transcript of Human-Centric Storytelling in Business
Human-Centric Storytelling in
BusinessMatti Lintulahti, partner & co-founder, Kubo Oy
how to put your excellent content strategy into action
by creating great stories
9 tips:
They want to tell Brands
Brand storiesAnd it’s okay if you are...
…Steve Jobs
…or Apple.
Probably you are neither.
People are not interested in your company, your product,
your this & that. Forget it! Start thinking about your customers, your buyers
personas and the human beings behind the terms.
The most valued and shared stories reveal unfulfilled needs and
desires
Tip 1
Understand the science of
storytelling
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Joseph Campbell: The Hero with a Thousand Faces
1Read one book!
Case story Red Wing Shoe: Working shoes as a hero.
Shoes journey to unknown and back from the death.
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Get inside the human brain, feel the human heart
Tip 2
Ask questions:What are they passionate about, and why?
What are they interested in, and why?What are they concerned about, and why?
What do they love, and why?What are they afraid of, and why?
What makes them angry, and why?What do they dream of, and why?
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Go anthropologist,Go and see how humans behave
Tip 3
3Go and observe how your customers really use your
product or service
Go to lunch with your client and ask a lot of why questions;
why did they choose you?
Start your story by creating emotions,hook your readers
Tip 4
The first paragraphThe first 10 seconds
Short time to hookyour readersto read more!
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kuva
From: Clay Sharky: Here Comes Everybody 4
Design emotions.Photos, animations, videos, infographs.Visual storytelling
is mandatory
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Create dramaTake risks
Create contradictionsReact fast
Tip 5
Go to customers’ nightmares!
What keeps your customers
up at night?
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5Take risks!
5React fast!
Hire talented storytellers,
screenwriters,visualists
Tip 6
You are lucky! Because of the media meltdown there are talented people available.
But beware, your competitors are looking for them...
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Great content without a content mission and
business goals is meaningless
Tip 7
Good content mission creates content culture
and helps content creators
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What is your company’s story?
Why does your company exist?
Tip 8
If you are not able to answer with
emotion, you are always many steps
behind
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Because:People don’t buy
what you do!People buy
why you do it!
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And don’t forget:Be curious. Ask why.Don’t underestimate the power of dreams!
Tip 9
Don’t just tell stories.
Making storiesto happen is even better!
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True and engaging storieswww.kubo.fi
Photo by Scoopshot / Roberto
