Corporate Storytelling Drives Decisions
Corporate Storytelling
Corporate Storytelling is communication using the elements of persuasion to change the perspective of the audience in order to drive a specific decision.
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Those elements of persuasion include:
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Micro stories to create perspective, maintain interest, and improve understanding
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Emotion through audience-focused benefits
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Logic through a mix of relevant evidence
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Strategic selection of topics and content
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When a communicator does that every time they engage their audience they can:
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Increase sales
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Increase adoption
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Earn commitment
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Create advocates
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Shorten the decision cycle
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Deliberate helps you communicate persuasively through:
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Training to develop Corporate Storytellers on your team.
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Consulting events to work with your team to develop and deliver a specific, critical message.
Not Corporate Storytelling
Corporate Storytelling is NOT:
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Campfire stories (AKA long narratives that eventually link to your business or idea)
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Fairytales (AKA entertainment)
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War stories (AKA personal stories that don't help the listener make decisions on the current topic)
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THE Story (AKA a single story to use in any/every communication - but fitting few specific situations well)
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User Stories (AKA agile development stories used to define customer requirements)
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A visual theme for a slide deck
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These other types of stories have their appropriate time and place. But it's not when you're in front of a room trying to drive decisions and action.
Interview with David Wilson from the 'On Another Track' podcast