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THE POWER OF STORY H O W T O L E V E R A G E
| Date post: | 22-Oct-2014 |
| Category: |
Business |
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THE POWER OF STORYH O W T O L E V E R A G E
YOUR STORY COACH
EDDY MORATIN
THE POWER OF STORYH O W T O L E V E R A G E
How To Grow Your Business by Leveraging The Power of Story.
Onsite Define your authentic story in a way your audience can believe, remember and connect with emotionally.
Onstage Own a topic and deliver with confidence, presentations your audience will find meaningful, relevant and sharable.
Online Share your story online in a way that connects and converts customers into advocates.
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Bad News&
Good News
3 PRINCIPLES OF LEGAL MARKETING
REALITYWHAT YOU DO
PERCEPTIONWHAT YOU SAY
REPUTATIONWHAT THEY SHARE
A Unique, Distinctive and Contagious Brand
WHAT IF?
WHY STORY?
Act 1: Act 3:
Act 2:
Call to Adventure
Refusal of the Call
Meeting the Mentor
Crossing the Threshold
Test, Allies and Enemies
Approach the Inmost Cave Ordeal
Reward
Road Back
Resurrection
Return with the ElixirOrdinary World
Joseph Campbell’s Hero’s Journey YOUR STORY
THEIR STORYBRAND STO
RY
Circle of Information Word of Mouth Print
EVERY MINUTE
48 hoursVIDEO UPLOADS
2 . 1 B I L L I O N
i n t e r n e t u s e r s
GENERATE
571 websites
28,125 blog posts
47,000 appDOWNLOADS FROM APPLE
34,722 likes
175,000 tweets
700, 000 messages
2,000,000 queries
174,000,000 emails
INFORMATION OVERLOAD
SOAPBOXING CIRCA 1902
2. Own a Topic1. Tell the Story 3. Master the Journey
Most companies can tell you...
they do.
WHAT
Fewcompanies
can tell you...
they do WHAT they do, differently.
HOW
Great companies
tell you...
they do
what they do
the way they do it.
WHY
this is the realm of...
Tom Page
20X > FactsStory
Act 1: Their Story
Core Story
Act 3: Brand Story
Call to Adventure
Refusal of the Call
Meeting the Mentor
Crossing the Threshold
Test, Allies and Enemies
Approach the Inmost Cave Ordeal
Reward
Road Back
Resurrection
Return with the ElixirOrdinary World
CLASSIC STORY STRUCTURE
Great stories communicate values in a way we can
understand and engage with our emotions.
Great brands are built on clear values and an emotional connection with the customer.
Classic Story Structure in Film
The
Ten Commandments
Their Story • Your Story • Brand StoryTHE CORE STORY
Core Story
Part 1: Their Story
1. CUSTOMER
2. CONTEXT
3. CRISIS
4. CHOICES
5. COMMON THEIR STORY
Establish affinity with your customers by communicating their reality more clearly than they can.
Meaning is in Demand
SIGNIFICANCE
SUCCESS
SURVIVAL
“For the People”
What does your firm stand for?
Onsite
Define your authentic story in a way your audience can believe, remember and connect with emotionally.
Inspire your team to perform at a level that fulfills the brand promise.
Most Important Job Title: Chief Storyteller
THE POWER OF STORYH O W T O L E V E R A G E
How To Grow Your Business by Leveraging The Power of Story.
Onsite Define your authentic story in a way your audience can believe, remember and connect with emotionally.
\
Onstage Own a topic and deliver with confidence, presentations your audience will find meaningful, relevant and sharable.
THE POWER OF STORYH O W T O L E V E R A G E
Analytical LinearLogicalNumerical Linguistic
ScienceProgrammingMedicalLegalEngineeringAdministration
EmotionalAbstractCreative
Spacial Intuitive
A WHOLE NEW MIND by Daniel Pink
VALUE CREATIONDesign
Story Play
Empathy Symphony
HAVE SOMETHING GOOD TO SAY,
SAY IT WELL AND SAY IT OFTEN.
- JIM ROHN
Facts don’t sell.
They don’t believe you.
StoryTHE FACT IS...
I CAN ARGUE WITH YOUR FACTS
BUT NO ONE CAN ARGUE WITH YOUR
Holistic • Emotional • Values • Meaning • Integrated
Charlie Gray
Act 1: Ordinary World Act 3:
Act 2:
Call to Adventure
Refusal of the Call
Meeting the Mentor
Crossing the Threshold
Test, Allies and Enemies
Approach the Inmost Cave Ordeal
Reward
Road Back
Resurrection
Return with the Elixir
THEIR STORY 4. MESSAGE
YOUR STORY
BRAND STORY
Core Story
THEIR STORY
What Does Your Brand Stand For?
“The brand is a lagging indicator of the company’s culture.”
- Tony Hsieh, CEO of Zappos from his book “Delivery Happines”.
AUTHENTIC RAW MATERIAL
The Founder’s Journey
Chief Executive Officer
Great Employee Profiles
Awards and Reviews
Strategic partners
Customer Success Stories
The Product
Milestones
Part 2: Your Story
Core Story
YOUR STORY
THEIR STORY
1. SETTING
2. STRUGGLE
3. SECRETS
4. SUCCESS
5. SOLUTION
Create alignment between the brand promise and employee performance with a unifying corporate storyline.
Keynote Shortcuts1. Introducing 2. Relating 3. Unveiling4. Explaining 5. Preparing 6. Unleashing
Elevator Pitch
Your CategoryTheir ProblemYour SolutionTheir Benefit
Time • Place • Action
THE POWER OF STORYH O W T O L E V E R A G E
Break
THE POWER OF STORYH O W T O L E V E R A G E
How To Grow Your Business by Leveraging The Power of Story.
Onsite Define your authentic story in a way your audience can believe, remember and connect with emotionally.
Onstage Own a topic and deliver with confidence, presentations your audience will find meaningful, relevant and sharable.
Online Share your story online in a way that connects and converts customers into advocates.
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- Norm Rubenstein, former National President of the Legal Marketing Association.
Imagine that you have arrived at a theater where the stage is set but the actors have not yet made their appearance. You can anticipate a lot about the play just by looking at the set. It is bright and cheerful? Dark and gloomy? Modern, traditional or old-fashioned? Before the actors have even opened their mouths, you have formed a pretty strong impression of what’s to come.
“I like to use this metaphor to explain the role of institutional marketing at a law firm,” said Norm Rubenstein. “The lawyers are the actors – the individuals who ‘make the sale’ of legal services. The marketers are the set designers and directors – the individuals who set the stage and orchestrate the process in order to facilitate the ‘sale’ of legal services.
“If a law firm’s marketers are doing their jobs right,” said Rubenstein, “potential clients have formed a pretty strong positive impression of a firm, practice group or lawyer before they even start to ‘talk business.’ If they are not doing their jobs, potential clients will have no impression at all – or will be swayed by the impressions of others.”
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CUSTOMER BUYING JOURNEY
So Lo Mo Vi
Social
Local
Mobile
Video
THE GAP
81% 8%
CEO’s CustomersIdentityImageOutside
PerceptionInside Reality
A3
THE MISSING LINK
Photograph by Phillip Toledano for Fast Company article: Invincible Apple 10 Lessons from the Coolest Company Anywhere by Farhad Manjoo, July 1, 2010http://www.fastcompany.com/magazine/147/apple-nation.html
Authenticity
ExperienceLeadership Promise
Alignment
Affinity
AAuthenticity
Alignment
Affinity
3
THE MISSING LINK
Bridge the GapYour Story Their Story
Brand Story
Their Story • Your Story • Brand StoryTHE CORE STORY
Core Story
Part 1: Their Story
1. CUSTOMER
2. CONTEXT
3. CRISIS
4. CHOICES
5. COMMON THEIR STORY
Establish affinity with your customers by communicating their reality more clearly than they can.
Part 2: Your Story
Core Story
YOUR STORY
THEIR STORY
1. SETTING
2. STRUGGLE
3. SECRETS
4. SUCCESS
5. SOLUTION
Create alignment between the brand promise and employee performance with a unifying corporate storyline.
Part 3: Brand Story
Core Story
BRAND STORY
1. PROMISE
2. PERSONALITY
3. POINT OF VIEW
YOUR STORY
THEIR STORY
Communicate authentically by adhering to a story archetype.
The destiny of the world is determined less by the battles that are lost and won than by the stories it loves and
believes in.
—Harold Goddard
Recommended Reading
“Storytelling: Branding in Practice” by Fog,
Budtz and Yakaboylu
“The Hero and the Outlaw” by Mark and
Pearson
“The Leaders Guide to Storytelling” by
Stephen Denning
“The Secret Language of Leadership” by
Stephen Denning
“The Power of Story” by Jim Loehr
THE POWER OF STORYH O W T O L E V E R A G E
