Tips for Uncommon Storytelling

“Either write something worth reading or do something worth writing.” –Ben Franklin

People are heavily driven by a deep connection to stories. Storytelling provides more opportunities for companies and brands than ever before in history—from physical to digital experiences, product and retail innovations spanning media platforms and AI and VR technologies, the possibilities are infinite. Many brands have already discovered the power of storytelling and how compelling a well-constructed narrative can be.

Recent scientific work is putting a much finer point on just how stories change our attitudes, beliefs and behaviors. Paul Zak, author of The Moral Molecule: How Trust Works and Director of the Center for Neuroeconomics Studies at Claremont Graduate University has researched how stories shape our brains. Research shows that stories release oxytocin and “can help shape our brains, tie strangers together, and move us to be more empathic and generous.” –University of California, Berkley Greater Good.

For brands and companies, this means that storytelling expands into a conversation to build on, an avenue to connect people to a product or experience to connect and engage people in deep and meaningful ways. Nike is a great example. For decades they’ve created countless events and designed seamless experiences that connect people to their purpose in meaningful ways. Consider a few of their retail experiences—New York’s service-focused SoHo location and Miami’s design-focused location have been intentionally designed to create a seamless connection between the brand’s physical and digital platforms. And their newest Beijing location is an ode to the brand’s commitment to the sport and culture of basketball. The 6,550 square foot basketball-focused space is an immersive experience featuring a Nike+ Basketball Trial Zone where visitors are invited to enjoy a half court set and an instant personalization studio with NIKEiD to create on-demand apparel.

When a brand’s story connects with every aspect of their business and is communicated in all touchpoints of the organization, both employees and consumers alike will connect on a deeper level. Check out our product innovation work with Nike here.

By charting change you can begin to think about, and develop, stories that really matter and guide people through your product or service story.

“Creative language and narrative should be threaded throughout the product and the engagement space linking intelligently and appropriately to commerce space and social engagement.” –Jody Turner, Trend Forecaster

Narration is an effective way to connect people with change, influential data, new technologies, products and services. This conversation helps people learn and engage and will become increasingly important for product narration and the diminishment of screen interaction (or a move toward Zero UI or Zero UX). The rise of products like Alexa and Echo make narration literal—a voice that touches us in new ways. The ability to speak to the end-user in ways that address their world and their context is becoming more important.

Matt McCue, Editor-in-Chief of 99U shares his love for stories and has created a simple five-step guide for how to tell your story by building and developing a compelling and adaptable narrative. The blueprint includes present, relevant examples to learn from—like Bob Mankoff, former cartoonist for the New Yorker who believes every story should have a moral and a dose of uncommon sense.

“Every story should have a moral, but what’s more, it should also have what we in media call ‘service tips.’ These are pearls of wisdom that you’ve shared throughout your tale that your readers can apply to their own crafts and careers. As the storyteller, this is your chance to show your value: You’re mining your own experience for insights others don’t have, and trading that information for the attention of an audience who could benefit from it. In other words, what do you know that the rest of us don’t?”

As McCue points out, “there is no one-size-fits-all way to tell your story” but there are five uncommon principles that make it be compelling and resonant.

Step 1: Find your story by identifying your unique spin on a universal theme

Step 2: Take us on an adventure

Step 3: Reveal your struggles

Step 4: Add literary spice to jazz it up

Step 5: Teach us something we can benefit from

Providing value to your audience, something at the heart of any good story, will always make what you say worth listening to.