The Corporate Storyteller

The Cost of Telling Your Story at Trade Shows

2009-07-08T10:28:00.000-07:00

I just ran across a great tool for calculating the cost of acquiring new clients or customers at trade shows. It was shared in a newsletter from Vicki Sullivan, professional speaker and consultant to other speakers (her website is http://www.sullivanspeaker.com/). In her latest commentary, she pointed out that offering free tools is a great way to establish relationships with prospects and grow your business.

She offered an example of a cost-of-trade-show calculator published in "Meetings & Conventions" magazine. The calculator can easily be adapted as a template for any organization's business development activities, i.e. the cost of getting your story in front of prospective clients and customers. The calculator is at http://tinyurl.com/msbdee

Like Ideo's Process, Storytelling Transformational

2009-03-25T16:29:00.000-07:00

A recent article on Ideo Founder David Kelley summed up the experience of working with him as transformational--in my view, the highest compliment any consultant can hear. After all, we're called in to help organizations work through an issue that needs a fresh perspective and new tools, and the hope is that our work will to some type of significant change, or transformation, at some level. And it doesn't need to be a huge transformation to make a big impact.

Like design, storytelling is a concept that at first may seem to be more about style than substance. But one of the best testimonials my work has earned was from an executive who, after a two-day intensive retreat, said, "Storytelling sounded too simple and basic to spend two full days on, but the further we dug into our stories, the more I realized how profound it is."

To read the entire article on David Kelley and his work at Ideo, go to http://tinyurl.com/9zy9v4

Word-of-Mouth at Its Best: Storytelling

2009-03-19T17:19:00.000-07:00

Everything old is new again, as the saying goes, and it's certainly true about a communication tool that's been around since the beginning of humanity. There's no better way to convey ideas in a memorable way than to tell a story, either as part of your message or, sometimes, as the entire message.

The ancient practice of storytelling, revived in recent years both as popular entertainment and as a powerful tool in business, is sure to play a valuable role in the currently hot practice being touted on the web: word-of-mouth communication. Stories are a natural way to generate "viral" marketing, create "buzz," and bridge cultural divides; they are the glue that help people stick together and maintain lasting connections.

What's the core story of your organization? How often and how effectively are you telling it? And where are you telling it? If you're not already active in the Web 2.0 community, it's time to join up--or risk being left behind.

2009-03-13T16:45:00.001-07:00

Just counseled a colleague on identifying values and qualities that will help her differentiate her services. Fun!

Down with Doublespeak, Part II

2009-03-12T15:58:00.000-07:00

The day following my last post, an article appeared in the Seattle Times about a Seattle DJ who also has had his fill of doublespeak. Columnist Danny Westneat wrote about Chukundi Salisbury, "a 38-year-old DJ, party promoter and street-culture magazine publisher." Salisbury dared to speak bluntly at a community gathering that included a tribute and a posthumous award to a young black man who had been shot to death a few weeks prior.

As Westneat describes the scene at a local library meeting room, "Love had died, it was said. Had passed away. Had been taken from us." As the euphemisms continued, Salisbury couldn't contain himself. He strode to the front of the room and said emphatically, "Let's be clear about this — Tyrone Love was MURDERED. He didn't die. Somebody killed him and that person is a MURDERER."

Later, in response to a question from Westneat, Salisbury explained, "somebody had to call out what happened for what it is." Salisbury is particularly concerned about stopping black-against-black violence, and he believes that speaking clearly about it--and calling it what it is--is the key to turning things around and building a more caring, healthier community.

I couldn't agree more. Euphemisms shield us from the aspects of reality we'd rather not deal with, but softening the impact by calling it something else perpetuates the problem. The first step to fixing what's wrong with our world is recognizing that there's a problem right in front of us--and calling it by name.

If you'd like to read Westneat's entire column and more of Salisbury's no-nonsense approach, go to http://tinyurl.com/afp6rv

Down with the Rise of Doublespeak!

2009-03-10T11:01:00.000-07:00

Is anyone else bothered--or even noticing--the rapid rise of doublespeak, which seems to have gained a dominate position in our daily communications? I can remember when the practice was derided as deceptive and dishonorable. Now it's become not only accepted but often applauded as admirable oratory.

One famous example of doublespeak a decade ago was derided in the media because it was so blatantly preposterous. When President Clinton was challenged about his statement that there was nothing going on between him and Monica Lewinsky, he replied, "It depends on what the meaning of the word 'is' is." And he followed up with a rambling, nonsensical explanation.

Recent news contains similar explanations in abundance. Sports stars aren't taking steroids--until they say they are/were. Business leaders say their companies are doing well--until the collapse a few days, weeks or months later. Financial institutions are solid--until they all of a sudden need a bailout to remain in operation. The current stimulus package in Congress has no earmarks--until it's revealed to have more than 9,000. It depends on what the meanings of the words "taking", "well", "solid" and "no" are, right?

How about this: let's all be mindful of the need for clarity of thought and action--among our leaders as well as ourselves in every aspect of our lives. And let's call people on their doublespeak. Don't you think we'd all get along much better if we started with a clear understanding of who we are, what we're doing and how we're doing?

A CEO's Job: Being There

2009-03-03T10:47:00.001-08:00

Gerry Grinstein, whose amazing, wide-ranging career includes stints as CEO of Delta Airlines and Burlington Northern Santa Fe Railway, recently shared his views on great leadership with a downtown Seattle business audience. He listed the following as key traits of a CEO:

insightful
demonstrates integrity
intelligent
possesses good people skills
engenders among others a desire to follow to him/her

Responding to a question regarding a CEO's role in a crisis, such as the recent landing of the U.S. Airways plane in the Hudson River, Grinstein said simply, "A CEO's job is to be there." His point: an effective leader must remember that everyone else is always watching his/her actions, which communicate more powerfully than words, and learning through the CEO's actions what s/he really wants and means.

Your thoughts?

Tip for Leaders in Tough Times: Remember Tribal Knowledge

2009-02-05T15:46:00.000-08:00

In a presentation to their peers at the American Institute of Certified Public Accountants, a group of CPAs offered some thoughts on how CFOs can demonstrate leadership in tough economic times (anyone relate to that?). Citing a number of opportunities for helping your organization's workforce survive the budget challenges ahead, of the CPAs emphasized flexibility in all areas of operation.

Among their recommendations to keep the workforce itself flexible, they advised remembering tribal knowledge--what I refer to as an organization's story collection. It struck me as unusual--and gratifying--that a group of "numbers people" not only recognize the value of a company's stories and managing the knowledge contained in them, but also list tribal knowledge as a key factor in successful financial leadership. High fives to Rebecca Irish, Cynthia Jamison, Francis X. Ryan and John F. Hudson for recognizing a key factor in an organization's success that often is overlooked when discussing the "bottom line." And a high five to my colleague Linda Keith, CPA, who alerted me to their presentation.

Storytelling Article in Reader's Digest

2007-12-31T13:00:00.000-08:00

It was a thrill when the editor of Reader's Digest-Asia asked me to write an article on Corporate Storytelling in conjunction with my presentations at the Singapore Storytelling Festival and Asian Congress of Storytellers last fall. It was even more thrilling to see the published article in the September issue.

I hope you agree that the graphics are terrific! The content is based on my book, Around the Corporate Campfire, and includes new material, such as an interview with a sales and marketing executive at Microsoft, where a major storytelling initiative was launched in FY2007. The article is at http://www.corpstory.com/Storytelling.pdf

Storytelling in Singapore

2007-12-26T14:23:00.000-08:00

Appearances at the Singapore Storytelling Festival and Asian Storytellers Congress kicked off a particulary busy fall season in the world of Corporate Storytelling. I had a crowded schedule for my first trip to Singapore, presenting three full-day workshops and delivering a keynote address between August 28th and September 6. During that time our client and host, the National Book Development Council, not only treated all the presenters to a number of lunches and dinners featuring favorite specialties of Asian cuisine, but also took us on a city tour.

Interest in organizational storytelling is exploding worldwide, and even though most people in Singapore work for the government, they're eager to learn how U.S.-based companies are using stories as a management tool--and how they can, too. All three of the Corporate Storytelling workshops packed the room to nearly overflow crowds, and the participants were fully engaged and totally delightful.

Media coverage of the events included broadcast and print interviews, including an article I authored for a local newspaper. One interview is poste online at: http://www.howtotellagreatstory.com/byot/byot74.html

If you'd like to attend next year's storytelling events in Singapore, the dates are set for August 22 - September 7. Information on this year's festival will be supplemented with the new brochure as soon as next year's offerings are booked. To learn more, go to: www.bookcouncil.sg/sisf

Death by PowerPoint

2007-08-03T16:38:00.000-07:00

A helpful tool when used properly, Micrcosoft PowerPoint has been abused so much that the mere mention of the program causes eyes to roll. Who hasn't sat through countless presentations in which the speaker relied on PowerPoint to prompt every word? It can make your eyes glaze over just thinking about how utterly boring that is!

On the contrary, an especially effective presentation is one that engages all three learning styles: auditory, visual, and kinesthetic. That's what stories do--and that's one of the key reaosns they're powerful. Stories also help the speaker get away from a nervous dependence notes. Once a person begins telling a familiar story, he/she begins talking in a natural manner--and that facilitates personal connections with individuals in the audience.

If you're among those who dread slide presentations, or if you simply want to have a good laugh, take a look at comedian Don McMillan's entertaining parody of the most common abuses of PowerPoint, "Life After Death by PowerPoint". Go to http://www.youtube.com/watch?v=HLpjrHzgSRM

Tips on Assessing Corporate Culture

2007-08-01T09:50:00.000-07:00

UK-based Melcrum Communications regularly produces reports that help organizations power up their communications, and a recent publication should be especially useful for those who are unsure about the most effective ways to power up performance. Entitled "Driving a High-Performance Corporate Culture", the report features case studies from companies such as IBM, Dell, Ford Motor Credit Company, Gap and Pitney Bowes.

The full report is currently being offered at a reduced rate of $660 (normally a report like this would be $775). An Executive Summary can be downloaded free at http://www.melcrum.com/offer/culture/07d/

Interest in Personal Storybooks Exploding

2007-05-29T09:14:00.000-07:00

Publication of personal memoir books is exploding, according to an article in the Ontario Business Edge. The article features two Canadian women whose businesses specialize in personal memoirs, both of whom entered the business after losing loved ones whose life stories they never knew in depth. Now they both help others capture the stories of loved ones--or themselves--before it's too late.

According to the Association of Personal Historians, thera re 79 million people in the U.S. appraoching retirement, and 37 million are at least 67 years old. "Many feel compelled to capture the stories of their aging parents before it is too late," says Jeanne Arthur, president of APH. Those who have already lost parents regret they didn't capture their stories and are motivated to record their own.

How about you? Have you thought about interviewing your loved ones so you have a better understanding of their life experiences and can create a family legacy? You may want to check out the services of APH members near you. Or like me, you may choose to record your own interviews with one or both parents or other loved ones.

To read the entire Business Edge article, go to http://http://www.businessedge.ca/article.cfm/
newsID/15418.cfm

Storytelling for Stress Relief

2007-05-16T16:28:00.000-07:00

If, like me, you've never thought of storytelling as a therapeutic practice, you also may find a press release from a media company in Toronto to be of interest. CNW Group issued a release last week about the increasing stress levels among the population of the B.C. interior region as flood warnings continue to be issued.

The threats of flooding "put many people under high levels of duress and anxiety at the prospect of displacement, evacuation and damage to personal property", the release says. One official recommends talking with outers as an effective stress reliever. "Storytelling is the natural human way of processing stress andprocessing an event", says Gerry Smith,Vice President of Organizational Health at Shepell-fgi. "It may seem simple, but communicating what we're feeling, what we're going through is our automatic coping mechanism and helps us a great deal."

To read the entire release, go to http://www.newswire.ca/en/releases/archive/
May2007/10/c7125.html

The Halo Effect

2007-04-27T11:16:00.000-07:00

An interesting new business book, The Halo Effect by Phil Rosenzweig, advises readers to take most business books (other than his, I assume!) with a grain of salt. His assertion: Information offered in most books of business advice claim to be insights on the findings of scientific research, but instead, he says, the information is little more than good storytelling. The authors relate what happened and make specious connections between supposed causes and the results.

Rosenzweig says that good companies run by effective leaders do many things right, so everything they do benefits from the halo effect of the whole. As a result, it's difficult, without appropriately scientific study, to point to any one practice as the reason for their successes. I agree. In my book, Around the Corporate Campfire: How Great Leaders Use Stories to Inspire Success, http://www.aroundthecorporatecampfire.com celebrates the successful practices of widely admired companies, many of which deliberately use stories to convey their values.

Stories help leaders paint a clear picture of thier vision and how individual employees can succeed in their organizations. The stories make it easy for employees to understand how they can enact the values and support the vision in their own particular jobs. But storytelling is just one leadership tool from an array of practices that collectively produce the desired results. What's exciting to me is that many of the most admired business leaders point to storytelling as one of the keys to their success.

Ad Dollars: Print vs. Online

2007-04-19T15:08:00.000-07:00

I just ran across an interesting report about the shifting allocation of advertising expenditures, particulary in weighting print vs. online advertising placements. In an online article on B to B entitled "The Great Migration", Matthew Schwartz reports major shifts by companies such as Sun Microsystems, which has rebalanced its advertising budget from 70% print/30% online to just 10% print and a whopping 90% online.

Corporate executives quoted in the article are quick to point out that print isn't exactly decreasing in importance; rather, the media mix is being given more strategic thought, with print still considered a key part of the allocation. As newspapers continue to lose readers and ponder their own mix of online publishing vs. print in the circulation mix, it will be fascinating to watch what happens.

For B to B's full article, go to http://www.btobonline.com/apps/pbcs.dll/article?AID=/20070402/FREE/70330006&SearchID=73281271897867

Top 30 CEOs

2007-04-18T11:33:00.000-07:00

Among the Top 30 CEOs in America named today by Barron's are the leaders of two companies featured in http://www.aroundthecorporatecampfire.com: Costco Wholesale's Jim Sinegal and FedEx's Fred Smith. It's really no surprise that these two are singled out, given their consistently extraordinary performance. What's particularly remarkable is their adherence to their founding values despite the changing conditions in the marketplace--and their determination to stick to their own sense of what makes a good business model.

Smith developed his business plan while a student at Harvard. His professor told him his ideas would never fly (pun intended)! Sinegal has been taken to task for being too good to employees, paying higher wages for comparable jobs elsewhere and providing generous benefits.

To read the complete article posted today on msn.com, go to
http://articles.moneycentral.msn.com/Investing/Extra/
TheWorldsBestCEOs.aspx

Insights on That Ovewhelmed Feeling

2007-02-21T11:47:00.000-08:00

Is it just me--or do a lot of you, too, feel overwhelmed with all the demands on your time? Why does it seem that life only gets more pressured rather than less so as time goes on--and we get wiser, as I have always expected!

An insight from today's news made me feel better instantly. Christina Wall, a grad student Eastern Michigan University, decided to do her master's thesis on what life was like before it was infused with everything high tech. She's living with devices that were in existence prior to 1950. That means no TV (yes, it existed but wasn't a common home device), no computers, no e-mail, no cell phones, etc.

What she's found is that each day seems to have 40 hours! Wall is amazed to discover that she has much more time to read, play the piano, and connect with friends both in person and on the phone (a rotary dial, naturally). She also says she's spending less; without a debit card to mindlessly slide through the checkout, she thinks more about what she buys.

What a relief to know it isn't my imagination! (Of course, I knew I wasn't imagining it, but it's always great to get confirmation.)

Ritz-Carlton Creates Committed Customers with Stories

2007-02-13T15:34:00.000-08:00

It's always gratifying to learn of another company whose leaders appreciate--and effectively use--the power of storytelling. And it's particularly exciting to learn that an organization respected as a leader in a luxury market is dedicated to the practice I've been "preaching" for nearly 14 years.

So imagine how delighted I was to see an article today in BusinessWeek.com about Ritz-Carlton's use of stories. The highlight of the article relates how daily employee meetings at every hotel around the world features the sharing of a "wow" story--the same story at every hotel--that exemplifies the extraordinary level of service the hotel strives for.

New Powerhouse Branding Company

2007-02-01T16:34:00.001-08:00

One of best things about being a consultant is the opportunity to work with people I enjoy and admire who are bright, successful and creative. Among the most innovative of all the people I've ever worked with are two entrepreneurs named Kevin Young and Bill Span, who are based in a popular, sophisticated, hip, beautiful--and just plain fun--suburb of Seattle called Kirkland, my former home for 16 years.

I've had the pleasure of working with Kevin and Bill as they've launched several companies, contributing my skills in helping them tell their corporate story to prospective investors and customers. The latest is perhaps the most exciting venture. It's called The Branding Foundry, and it's got a powerhouse executive team. Chief among them is Rowland Hanson, the marketing genius behind Microsoft's Windows brand. Rowland was written up in a blog by the Seattle P-I's venture capital reporter today, which you can read by going to the February 1, 2007 posting at http://blog.seattlepi.nwsource.com/venture/

The new company brings together a team of experts in consumer product branding and direct TV marketing (based on infomercial creation and placement) with major retail partners ready to sell the selected products and services after customer demand has reached prime levels. It's an inventor's dream! To read more about The Branding Foundry, go to http://www.thebrandingfoundry.com

Key Messages Especially Crucial when Lobbying

2007-01-30T12:42:00.000-08:00

My first experience with lobbying last week confirmed my expectation that meeting with legislators isn't so different from any other type of business communication. In fact, it can be fun, especially when you're part of a contingent swooping into the state capital on behalf of an organization you care deeply about. The only difference from other business meetings is that it's especially crucial to be clear about your (no more than) three key messages because your time with each legislator is very limited.

For our group the meetings with representatives and senators was especially gratifying because we there on behalf of the Northwest Kidney Centers (NKC), the world pioneer in home dialysis. My current connection to NKC is that I'm a member of the Board of Trustees. The reason I care about the organization is that first husband was a beneficiary of the then-new dialysis treatment in the late 60s and early 70s, and it extended his life seven years. We were newlyweds when he began treatment, and he eventually succumbed to septicemia, a major threat in those days. But I will forever be grateful for the extra years we had together, and I'm honored to have the opportunity to give back to an organization that gave us that time.

The facts of kidney disease are sobering: 1 in 9 people in this country have chronic kidney disease (CKD)--and most don't know it. It's a simple matter to have kidney function added to the screening criteria when you get a blood test as part of your annual exam. Ask your doctor to include it! For more information on CKD, go to www.nwkidney.org. And don't forget to fill out an organ donor card--or have the donor tag added on your driver's license. You could literally be a lifesaver even after your own comes to an end. To register as a donor go to www.livinglegacyregistry.org.

Hotel Resource Newsletter Article

2007-01-30T12:38:00.000-08:00

Hotel Resource's online newsletter has just published my article, "It's Time for Storytelling: A Proven Management Communication Tool. To read it, go to http://www.hotelresource.com/archive/issue2007-01-31.htm

Brain Branding

2006-12-06T11:21:00.000-08:00

What do Blink by Malcolm Gladwell, The World is Flat by Thomas Friedman, and Freakonomics by Steven D. Levitt and Stephen J. Dubner have in common? In a recent newsletter from professional speaker and consulant Vickie Sullivan, the common traits in all three books are that the authors put forth unique points of view--and validated their points through stories about representative companies and situations. As a result of their fresh thinking and their clear communications styles, Sullivan says, people can't wait to hear what they have to say next.

She calls this ability to distinguish one's ideas "brain branding." Apparently this is the next step beyond personal branding, a concept put forth by Tom Peters in The Brand You 50. What brand would you be comfortable with for your brain?

Workplace Jargon

2006-11-30T11:17:00.000-08:00

Workplace jargon--and the degree to which employees dislike it--was the topic of a recent article on BBC News' Web site. According to the article, one-third of the 3,000 people surveyed by a company called Investors in People feel inadequate when their managers use trendy, wordy terms, such "blue-sky thinking", "out of the box", and "pushing the envelope". (One of my personal favorites is "drill down".) The corporate employees in the survey would prefer that their managers stick with basic language and forget the over-used jargon.

"Bosses need to lead by example, ditch needless jargon, and concentrate on communicating clearly with their employees," says Nicola Clark, a director of Investors in People. Amen!

To read the entire article, go to BBC News. I learned about the BBC report from Melcrum Communications, a UK-based publishing company that regularly conducts research and sponsors conferences on corporate communications. Their specialized publications are valuable resources for anyone whose main responsibility is communications--or who recognizes that all the people in any organization can benefit from their sharpening skills. Check out Melcrum's publications, research reports and services at Melcrum's Web site. A fun article on workplace jargon is in the Source for Communicators online newsletter.

Stories in Advertising

2006-11-16T09:32:00.000-08:00

I love Google's new employee recruitment advertising campaign. Aimed at finding exceptionally bright, "hip" engineers, the ads showcase employees who typify success in the Google culture.

Each full-page display ad (appearing in the news section, not the classifieds) briefly tells the personal story of an extraordinary individual. Today's ad in the Seattle Times features the story of Steve Yegge, who graduated from high school at age 14, then pursued his musical talents for several years before serving in the U.S. Navy and earning a college degree.

Each ad features a small photo of the employee as a child. In the call to action, Google invites people to check job listings on their Web site and submit a resume for any that seem a good fit. The ads end with a note that childhood pictures are optional. It's a perfect line for concluding an engaging ad that brings warmth and personality to the usually faceless aspect of large companies.

Connecting people on a personal level is one of the primary benefits of using stories in organizations. These ads are exceptionally fine examples of how to execute the concept.