Mastering the Art of Storytelling in the Corporate World
In the fast-paced corporate world where communication can often become mundane and jargon-filled, storytelling emerges as a bridge to humanise and invigorate everyday interactions and business pitches. It's not just about selling products or services but about creating narratives that resonate at a human level, fostering connections that go beyond the superficial layer of corporate interactions. This article delves into the transformative power of storytelling, illuminated through the lens of expert storyteller Steve Multer, and supported by practical examples from well known companies.
📜 Contents
Why Storytelling Matters in Business
Introducing Steve Multer
The Superpower of Corporate Storytelling
A Historical Perspective: John Deere's Content Marketing
The Hierarchy of Content Flow
Real-Life Examples of Effective Corporate Storytelling
Evolving Storytelling for Today's Audience
Three Strategic Moves for Engaging Today's Audiences
Corporate Speak vs. Human Speak
Utilising Visual Storytelling
FAQs
Why Storytelling Matters in Business
In today’s automated, fast-paced world, the human touch in business interactions is often lost. Storytelling in business isn't a mere luxury; it's a necessity that can foster true connections, engaging customers and employees alike on a deeper emotional level. It's about transforming statistics and corporate speak into narratives that inspire, motivate, and resonate.
Introducing Steve Multer
Steve Multer, a seasoned storyteller, has harnessed the power of narrative to engage over 2.5 million people globally through more than 20,000 keynote presentations. Representing major brands like Cisco and Fujifilm, Steve has refined the craft of converting corporate communications into relatable stories. His expertise is recognized through his membership in the National Speakers Association, and his influential book, “Nothing Gets Sold Until the Story Gets Told”.
The Superpower of Corporate Storytelling
Steve’s approach to storytelling is about unlocking the "Keys to the Corporate Storytelling Kingdom." He emphasizes the significance of human-to-human communication over the typical corporation-to-human pitches. By addressing how technology and products enhance human lives, Steve advocates for narratives that focus on how the products make the customers' lives better, illustrating the potential to inspire and engage.
A Historical Perspective: John Deere's Content Marketing
Dating back to 1895, John Deere’s magazine, "The Furrow," serves as an exemplary early model of content marketing. Instead of merely promoting agricultural products, the magazine discussed the challenges and lifestyles of farmers, establishing a genuine connection with its audience. This shift towards engaging content over direct selling marked a pivotal moment in corporate communication strategies.
The Hierarchy of Content Flow
Effective storytelling in business follows a strategic hierarchy:
Address Humans First: Engage with individuals on a personal level.
Connect with Consumers: Once you have their attention, treat them as potential consumers who might be interested in your service.
Interact as Corporations: Finally, present the corporate side in terms of services and products.
Real-Life Examples of Effective Corporate Storytelling
Companies like Apple have mastered the art of storytelling by creating customer-centric narratives. For instance, their "Shot on iPhone" campaign focuses less on the technical specifications of the cameras and more on the experiences customers capture with their devices. This approach not only demonstrates the product's features but also showcases its impact on customers' lives.
Evolving Storytelling for Today's Audience
Research indicates that the human attention span has significantly decreased, necessitating content that captures and retains attention swiftly. TED Talks, which typically last between 9 and 18 minutes, exploit this understanding effectively by keeping their messages concise and impactful.
Three Strategic Moves for Engaging Today's Audiences
Create Differentiation: Stand out by offering something unique.
Clear Obstacles: Remove barriers that prevent customers from choosing your product.
Motivate Action: Inspire consumers to act, whether it's making a purchase or adopting a new idea.
Corporate Speak vs. Human Speak
In an ideal world, eliminating corporate jargon for even a day could lead to more meaningful and relatable communications. Terms like "uplevel" or "synergy" often alienate rather than engage audiences. Speaking plainly and sincerely can enhance understanding and connection.
Utilising Visual Storytelling
Visual elements can significantly enhance the storytelling process, making messages more memorable and engaging. The success stories from the Visual Jam community, where participants applied visual storytelling techniques to secure jobs, underscore the practical benefits of this approach.
FAQs
Q: How can storytelling benefit my business? A: Storytelling can differentiate your brand, create deeper connections with customers, and ultimately drive engagement and sales.
Q: What are some key elements of effective storytelling? A: A compelling narrative should be relatable, emotive, and clear, with a strong emphasis on how the message relates to the listener's experiences and needs.
Q: How long should a business story be? A: Keep it concise. Aim for a few minutes at most in direct presentations. Longer formats need to be engaging and rich with value to retain attention.
Q: Can storytelling be applied to any business type? A: Absolutely, whether you're selling a product, a service, or an idea, storytelling can be tailored to fit any business model and audience.
Embracing these principles of storytelling in business can lead to more meaningful engagements and transformative results. By speaking to the human experience, companies can foster loyalty, enthusiasm, and a genuine connection with their audience, transcending the traditional bounds of corporate communication.
Download Steve’s free 5 Paths to Passionate Storytelling eGuide and to sign up for Tuesday Tips & Tricks:
https://corporatestorytelling.com/guide code: soldtold23
Disclaimer: This summary was written using AI
Steve Multer (Corporate Storytelling)
Steve Multer has delivered more than 20,000 onstage and on camera presentations to over 2.5 million audience members across the Americas, Europe, and Asia for global brands that include Cisco, Panasonic, Fujifilm, Siemens, AGFA, Volvo, Philips, Xerox, HP, and Bayer. Fortune corporations trust Steve to reveal their core value, passion, and connection to customers, partners, and media analysts.
Steve is also a leader in executive presence and winning communication training and speaker coaching. He partners with multinational organizations including Splunk, Spirent, RingCentral, Florida International University, and Lufthansa to uplevel their brand stories, and is recognized by C-Suites and sales teams for personalized, engaging programs that bring out the very best in each presenter, at any level in their career.
Steve’s new book, Nothing Gets Sold Until the Story Gets Told: Corporate Storytelling for Career Success and Value-Driven Marketing, is available in hardcover, paperback, eBook, and audiobook from Amazon and all retailers. Steve is a Professional member of the National Speakers Association and the Dramatists Guild, an avid foodie, world traveler, travel planning expert, happy husband, lucky dad to two amazing daughters, and proud non-native Chicagoan.
👉 https://corporatestorytelling.com
⚡️ In each episode, Paddy Dhanda deep dives into a new human Superpower to help you thrive in the age of AI.
🎧 Listen now on:
👉 Apple
👉 Spotify
👉 YouTube
★ BUY ME A COFFEE ★
☕️ If you enjoy the podcast, then you can donate a small amount here as a token of your appreciation and BUY PADDY A COFFEE 👉🏽 https://ko-fi.com/paddydhanda
Mastering the Art of Storytelling in the Corporate World - Steve Multer (Corporate Storytelling) - Self-Help E132