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Startup Storytelling:Using Stories to Learn
James WarrenFounder, Share More Stories | Senior Director of Brand Strategy, Johnson Marketing
james@sharemorestories.com | jwarren@johnsonmarketing.com@warrenjwric | @ShaMorStor
About me
There is no greater agony than bearing
an untold story inside of you.
- Maya AngelouPhoto credit: unknown; source: creative commons wikimedia
What’s your favorite story? (read / heard / seen)
Stories are about experiences…
…and transformationCredit: Joseph Campbell’s “Hero’s Journey” Model courtesy of www.applitude.se
We learn and connect through stories.
What we learned from stories
Start with what you know and believe
Expect the unexpected
Keep an eye out for the wizard
Start with what you know and believe
Expect the unexpected
Keep an eye out for the wizard
Test the hypothesis and co-create the concept
Book cover images used for illustrative purposes only and remain the property of their respective owners.
Connecting writers and readers
Learn in public (yikes)
Start with what you know and believe
Expect the unexpected
Keep an eye out for the wizard
Not just about being heard…
I don’t know where to start.
I don’t have the time.
I’m not a great storyteller.
Who’d want to hear my story.
I’m never able to finish.
There are too many options.
I’ll never do it by myself.It’s just too difficult.
We didn’t expect this…
We didn’t expect this, either.
“Hey, can your platform help my company?”
Highly Curated: Jack Daniels
Growth of opportunityBranded Platform: Coca-Cola Journey
Social: Haynes Furniture
American Express: Expert Longform Stories
Nike “Together” Campaign
Apple’s “The Song” Ad BMW sponsors Medium collection
Cross-platform: A Force for Good
Brand website images used for illustrative purposes only and remain the property of their respective owners.
So we tried something different.
Q: Now what?
Photo Credit: “Straight Ahead” by John Georgiou
Start with what you know and believe
Expect the unexpected
Keep an eye out for the wizard
The pivot
Fear.
The pivot
Fear.Edison.
Connect and engage with something bigger
The brand connection opportunity
Growth
Insights
Loyalty
Engagement
The pivot
Fear.Edison.
Really hard.
Obviousness.
More possibilities
Meaningful Interactions
Deeper Relationships
Stronger Brand Equity
Powerful Insights
Credit: Future of StoryTelling 2015 Summit: Site image
“Now you’re disrupting something.”
The more we asked people to tell us their stories, the more we learned.
A lot of stories aren’t scripted. Which means you might learn a few things you didn’t plan to.
Be ready to write a new ending.
A: Keep moving.
Photo Credit: “Straight Ahead” by John Georgiou
Thank You!
James Warren@warrenjwric | @shamorstorjames@sharemorestories.com
jwarren@johnsonmarketing.com
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