Storytelling— why the hell should it matter?
Storytelling is looked at something that belongs exclusively in movies and books. Stories belong on the Hollywood screen, not in the engineering firm or the tech industry. They are the craft of JK Rowling and Steven Spielberg, not Wozniak and Gates. However, it is because Spielberg and Rowling mastered the story, that the Wozniak and Gates need them.
Human beings seek a greater standard of life, but they do not always see how the next processing chip, a better administrative technology, or a revelation in biology, will lead them to that better standard.
That said, human beings are always trying to entertain themselves. Whether it’s the kid doodling during a class he has no interest in being in, or the employee checking facebook at work, humans want to be entertained.
The difficult piece is connecting the entertaining, or the immersive, the gripping, with the product that should be those qualities. Speak of a cure for cancer, and men and women all around the world will listen. Speak of a way to make cell reproduction safer and more resistant to free radicals, and people will shut you out as someone speaking another language.
Stories are what make the great ideas entertaining. Stories animate the value you can bring others.
But what exactly is a story?
A story can be anything you wish, phrased with a beginning, middle, and end. That said a good story, stories need to have a conflict, a solution (ideally the business or the invention) and a resolution, ideally serving as the call to action.
Businesses look to connect with their marketing language. Human beings look and folk tales hear and tell stories. Everywhere that you find humans, you find their myths and legends and histories not far behind. However, businesses don’t have the kind of time to build up the much of a narrative, and they need to declare their purpose, all in the attention span of their user. Thus, businesses have one task when it comes to marketing language: to the best possible story, as fast as possible, as simple as possible.
By doing this, and bringing people into the quickest, smartest, most impactful narratives as efficiently as possible, they can reach, retain and serve more audiences through their marketing languages.
This has been the purpose of much of my work and is something I greatly hope to optimize for businesses today. To help the great ideas tell their best stories, to sell their best effort, and to be the best at helping others, is the way I dream of serving the world.
This has been part two of my series, you can find part one here, or if you want to learn how I am bringing storytelling to businesses, you can find out in part three here!
Until next time,