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CORPORATE STORYTELLING:
Discovering Fire for the Second Time
Vol. 6 Number 1 2006
Publisher: Evelyn Clark
evelyn@corpstory.com http://www.corpstory.com
(c) Clark & Company 2006
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"Why was Solomon recognized as the wisest
man in the world? Because he knew more stories (proverbs) than
anyone else. Scratch
the surface in a typical boardroom and we're all just cavemen
with briefcases, hungry for a wise person to tell us stories."
--Alan
Kay, Walt Disney Vice President
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IN THIS ISSUE
1. Storytelling: Not Just Our Buzzword Anymore
2. The Best Story Wins
3. Spreading the Word
4. Corporate Storytelling Live
1. Storytelling: Not Just Our Buzzword Anymore
We all want to be up on the latest buzzwords, especially when they're
flying around the office. A nice little guide to keep up with what
your clients and co-workers may be tossing about this year is in
BusinessWeek Online. Go to http://www.businessweek.com/magazine/content/05_51/b3964407.htm for the complete list. Our favorite term on the list is, of course, "storytelling:
The art of creating a compelling narrrative for your product and
brand that connects emotionally with your customers. Think Pixar." The
Corporate Storyteller can tell you about many other companies that
are also excelling in their use of storytelling. To those of you
who dare to try, we give kudos for the ability to brandish "heuritics" around
successfully.
2. The Best Story Wins
Are leaders chosen by telling the best stories? Robin C. Trehan,
a real estate and development consultant, believes they are. According
to Trehan, we determine if a candidate is a "highly charismatic
leader with attributes like taking initiative, bearing responsibility,
persuasiveness, and drive to excel" by the story he tells.
We think of many leaders as egocentric, but to be a great speaker,
a leader must also be an excellent listener. "A storyteller
must take the time to understand the pulse of the audience then infuse
the story with values and future challenges," Trehan says. Once
you know your audience, "tell stories that engage followers
emotionally and rationally as well as combine ideals, values and
models of behavior." Paint a picture of a challenging and rewarding
future while showing yourself to have the personal strength to make
it happen, and your audience will find you irresistible.
To read the entire article, go to: http://www.travelindustrywire.com/article19722.html
3. Spreading the Word
The word is spreading that storytelling is a valuable business tool,
as well as the stories in Around the Corporate Campfire, which relates
how much more productive and successful organizations when they tell
the right stories. In December Evelyn was featured in Ben Miller’s
Small Business column for the Puget Sound Business Journal. He heard
about her speech to the Washington Society of Certified Public Accountants
and called to schedule an interview.
To read the interview in its entirety, go to: http://www.bizjournals.com/seattle/stories/2005/12/12/smallb2.html
4. Corporate Storytelling Live
NASA’s Jet Propulsion Laboratory generates a nearly unlimited
number of awe-inspiring stories, as we’re all aware, and Evelyn
was privileged to start 2006 as part of a team who facilitated a
two-day workshop for the lab. It was a blast (pardon the pun)! Led
by coach, storyteller and author Doug Lipman, who’s been working
with the lab under a contract with the International Storytelling
Center, the team included performer Beth Horner and organization
development Lisa Hirsh. They worked with engineers, scientists and
communication professionals on the Mars Rover team, a dedicated,
enthusiastic and talented group who are eager to share their excitement
about the benefits of space exploration for our planet.
Evelyn’s currently helping to plan a special event for Microsoft
business partners, a four-day gathering at which she will facilitate
a series of meetings.
Best wishes for a New Year that brings you equally rewarding work
and great success!
To subscribe to this e-zine, either complete the short form on any
page of the website - http://www.corpstory.com
Need help with your brand messaging? Bring the power of story to
your company, or to your organization's next conference or retreat.
Book The Corporate Storyteller now. Call 1-866-818-8079.
Evelyn Clark, The Corporate Storyteller
Author, Around the Corporate Campfire
t. 425-827-3998 (Seattle area)
e. evelyn@corpstory.com
w. www.corpstory.com
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