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Storytelling to Accelerate Innovation.
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Welcome to F-Stop*

Faulkner Strategic Consulting's monthly eNewsletter

I attended the annual Future of StoryTelling (FoST) event in New York City last month and experienced a cornucopia of performances, roundtables, workshops, speakers, and interactive experiences all centered around “reinventing the way stories are told”. 
 
There were three sessions in particular that gave me great inspiration for storytelling for brands and companies and I wanted to share a few key nuggets from each.

Clicking on any of the read more links below will take you to the full article on my blog.
Dave Nadelberg, founder of Mortified, taught a “story extractor” method for turning anecdotes into stories. He recommended starting with one aspect of the event and then filling in the rest of the framework. Mortified focuses on adults telling stories from their childhood, so the framework looks like this:
  • “As a kid, I wanted nothing more than…” [THE GOAL]
  • “Which mattered because…” [THE MOTIVATION]
  • “Unfortunately…” [THE PROBLEM]
  • “So I tried to overcome that by…” [THE FIX]
  • “Which lead to…” [THE OUTCOME] 
Read more... 
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Beth Comstock, Vice Chair of GE, talked about growing a corporate brand and I took away three big lessons from her roundtable discussion.
  1. Every story should have multiple audiences and multiple objectives. 
  2. There are three “tiers” of brand/corporate storytelling. 
  3. A holistic brand story has three critical elements: Attention, Relevance, and Call to Action. 
 Read more...
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Frank Rose and Paul Woolmington, senior fellows at Columbia University, talked about “The Story World” that the most engaging brands and media properties build around their entire proposition. This Story World offers four levels of engagement to participants/audiences/customers:
  1. One-way
  2. Two-way/interactive
  3. Participatory
  4. Experiential
 Read more...
 
I hope you’ve enjoy this little glimpse into the Future of StoryTelling and just maybe, find something that inspires you too. 
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Thanks for reading this month's issue of F-Stop. Previous issues of F-Stop are available for download here. Feedback is always welcome and please feel free to share via social media buttons above or forward to friends and colleagues! 

Sarah Faulkner
Principal, Faulkner Strategic Consulting

 

Faulkner Strategic Consulting is dedicated to innovation that grows brands, driven by deep consumer and market insights.  

*Why F-Stop? In photography, F-Stop is a measure of lens speed which controls the brightness, or illuminance, of the scene. These concepts are central to innovation as well. The goal of F-Stop is to provide resources, information, and inspiration to illuminate and accelerate innovation.
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