This Week: The Power of “Storydoing”

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“Researcher Adam Grant found that when teams were given stories about customers that related to the company mission and how it is fulfilling that mission by helping customers, those teams were 300% more productive over the same time period than counterparts who didn’t hear customer stories. Jennifer Aaker at Stanford Graduate School of Business, found that stories are also remembered up to 22X more than facts alone.” —Nimble

The strategy of storytelling to sell and market a product, brand or service has been in use for thousands of years, and smart companies are using technology to great effect to share those stories. But while leveraging our human love of storytelling has proven very effective, tearing through the clutter not just with stories that matter, but actions that do too, is equally important; Storytelling is often used externally as a marketing tool; ‘Storydoing’ uses a brand’s own unique story to internally align focus, drive performance, and catalyze brand evangelists within organizations, often (as can be seen above), to powerful end results.

The same could be said of customers, says Ty Montague, ex ad man and author of True Story: ‘How to Combine Story and Action to Transform Your Business’. His advice to brands: “People don’t buy products; they take actions that help advance their own personal metastory, and sometimes buying and using your product is one of those actions.”

 

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