Content is king.

Consumers, employees, and influencers know you, and sometimes they're accurate. Are you strategically telling your story to influence their perceptions?

As never before, we can get our story in front of interested buyers during their contemplation phase.

As never before, we can listen to the conversation about us and discover where perceptions are not what we would like them to be.

What do buyers see when they do an online search? What are employees saying in social media? What are trusted sources advising on blogs, YouTube, Pinterest, and LinkedIn?

There is much to learn in this ever-changing environment. It all starts with strength in the fundamentals of good storytelling. Filmmaker Peter Gruber (Rainman and The Color Purple) has provided a framework for stories we can follow in an organizational setting. More and more, storytelling techniques are blowing the cobwebs out of corporate decision-making systems. And we must expand our expertise in visual communication to keep pace with the audience.

Sometime our opponents teach us a thing or two. After getting bonked on the head by PETA’s relentless use of storytelling, researchers who use animals augmented their fact-based argument with some stories of their own.

Julie Zickefoose never disappoints me when she tells one of her animal stories on NPR. A recent story about her encounter with a 6-foot-long Amazon otter had several notable storytelling elements: § Suspense. You know the adorable otter is going […]

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Denning, S. (2005). The Leader’s Guide to Storytelling. San Francisco: Jossey-Bass. As a knowledge management leader at the World Bank, Denning gained influence by gathering and using the organization’s success stories. He went on to study the historical and anthropological […]

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