It is safe to say that we as human beings are creatures of stories. From cavemen painting stories on cave walls to the 140 character tweet, there is an intoxicating element to a story told well. Telling a compelling story has a powerful way of breaking down the barrier of logic to impress and embed messages into the human psyche.
In the Fast Company article, Why Storytelling Is The Ultimate Weapon the author challenges brands to spend more time creating content that just does not tell the features and benefits of a product or service, but craft a story around the product or service that compels consumers to lose themselves in the story.
He also points out fictional stories are more effective than writing stories that are based on evidence and argument. Claiming that studies have show that, "...our attitudes, fears, hopes and values are strongly influence by stories.
When I was looking to do a documentary film on a competitive eater it was very important for me to make sure that we were able to develop a story that transcended the "sport". Even if a person did not understand or did not agree with the gluttony fest the story of the subject of the film would be told in a way that would resonate with the audience.
What I have found that there is more in common with humans than differences and its the story that connects us. The foundational message of the film was to persuade people through an unconventional and in some cases unwarranted means that we are all the same.
We all have the same fears, hopes, joys, concerns, etc. and companies for a long time have failed to show the human side of their businesses. However, they are learning due to the more competitive landscape in the marketplace that they need to look make sure that their company story is embedded into the overarching communication strategy.
What Are Your Thoughts On Your Companies Communication Strategy?
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