Ali Anani

Chemical Reactions

Story Telling

How are they related?

Understanding this

relationship improves the efficiency of

your business

Act 1 Act 2 Act 3

Orientation Confrontation Resolution

1st turning point 2nd turning point

The three act of story telling

The timeline trajectory of story telling looks like

Act 1 Act 2 Act 3

Orientation Confrontation Resolution

Escalating

tension

Crisis Falling tension

The timeline trajectory of chemical reactions

Act 1 Act 2 Act 3

Orientation of reactants

Collision of reactants End product(s)

Escalating

tension

Transition state Product

So, chemical reactions may serve as metaphors for story

telling

If you want to tell the story of your brand, for example, what can you learn from

chemical reactions?

Lesson 1

If the molecules are not oriented they shall not

react

If your brand message is

not oriented to the

customers’ needs,

customers shall not

react

Lesson 2

If impure reactants are used, impure products shall be obtained

Lack of transparency of your brand

messages shall not yield

the right reactions from your customers

Lesson 3

Chemical reactants

need different type of vessels

to accommodate

reaction conditions

Your target group

determines the packaging of your brand

messages

Lesson 3

Differences among

reactants define to a

great degree the type and

mechanism of reaction (ionic,

covalent,…)

The differences between

clients and your brands may need different

mechanism to react

Lesson 4

The rate of reaction is

determined by the

transition state; the

higher it is, the longer time the

reaction takes

The crisis peak

determines the rate at which you wish your

customer to react

What to do then?

Lesson 4

Chemists use catalyst to

speed up the reaction

What catalyst a story teller

may use?

Lesson 4

Finding the right catalyst

is crucial

Finding the right

influencer is essential

Lesson 4

The catalyst could be a chemical

Find the influencers

through social

network analysis

Lesson 4

The catalyst could be a chemical

Find the influencers

through social

network

Lesson 4

The influencer could be

intangible

Starbucks doesn’t want to just sell us a cup of coffee; they want customers to become invested in their story, the ambiance, the community. The goal is

to become the “third place” for people (work, home and Starbucks). They say, for them, “It’s really about human connection.”

www.smashingmagazine.com/2010/01/29/better-user-experience-using-storytelling-part-one/

Lesson 4

The influencer could be

intangible

Find emotional bridges to connect to your customers. The stronger a bridge is, the stronger the bonding is

Lesson 5

Avoid byproducts in

chemical reactions

Avoid side reactions of your brand story. Focus

your messages

Lesson 5

Like you manage

human waste

You manage branding wasted

efforts. Best is to

eliminate or reduce them

The story of your brand is similar to chemical reactions. These reactions may

or may not produce the desired effect

Emulate the successful chemical reactions to strategize branding successfully