5 LESSONS FOR MARKETERS
Stories clothe facts with meaning.
We are more drawn to stories that leave the meaning to us.
Audiences are drawn to meaning that arouses identification.
Joiners are always better than buyers.
Storytellers don’t manufacture Meaning. It’s authentic.
Research can be used to compare expressions of meaning, not to derive it.
Remain true to your voice, to your big-M meaning.
TYPES OF STORIES
Overcoming the monster.
Journey and Return.
Rags to Riches.
Most prosperous companies have creation myths: Jobs & Wozniak toiling away in a garage.
Stories are no longer generated from on top: they are begun by a storyteller, and then contributed to by those who respond to the story. This provides a senses of ownership over the brand in the consumer.
Great brands have the effect of creating happiness for those who use them.
Even a financial spreadsheet can hold as much adventure as a treasure map.
Intrusive 30 second commercials are going the way of the dinosaurs.
The only way to get (positive) attention is to create great media—desired content that is relevant, informing, entertaining and on-brand.