What's Your Story?

Storytelling to Move Markets, Audiences, People,

and Brands
Ryan Mathews and Watts Wacker
FT Press 2007
240 pages
[@] getab.li/9697
Book:

Rating Take-Aways

8
8 Applicability Storytelling is the oldest and one of the most effective forms of communication.
6 Innovation If you master the basic elements of storytelling, you can leverage the power of your
7 Style companys internal and external communications.

Truth stories convey an essential human truth, while true stories simply relate facts.
People tell stories to justify war, inspire passion, ignite romance and, ultimately, to
Focus change the course of history.

To make a story ring true with an audience, anchor it in a relatable context.

Leadership & Management
Strategy Individual and societal change is now so rapid it has led to the Abolition of Context.
Sales & Marketing
Every story you hear today is really just a variation on several archetypal plot lines.
Finance
Human Resources The five universal story themes parallel the five stages of business development.
IT, Production & Logistics
When telling a story to strengthen your brand, keep it simple, engaging and relatable.
Career & Self-Development
Small Business To tell your story, you must first understand your product and your audience.
Economics & Politics
Industries
Global Business
Concepts & Trends

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getabstract

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Relevance
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What You Will Learn
In this summary, you will learn:r1) Why every business must communicate its message via stories; 2) How businesses
use stories to leverage their marketing and strengthen their brands; and 3) How to craft a story to sweep your listeners
off their feet.
getabstract
Review
Its the same old story. Well, perhaps it is, but that doesnt make it any less effective. In fact, explain futurists
and storytellers Ryan Mathews and Watts Wacker, the best way to convey your message is to use archetypical story
themes derived from human experience. After all, who are Harley-Davidsons outlaw riders but modern day Robin
Hoods? And isnt Apple just another warrior-like David attempting to defeat a Goliath-like Microsoft by offering the
world superior graphics? You can tell a powerful story by learning basic storytelling techniques and crafting them
to fit your message. Mathews and Wacker outline these basics, from leveraging themes and shaping your message,
to finding the right context, and making it relatable and believable. Ironically, for a book about storytelling it is, at
times, convoluted and a bit verbose. Even so, getAbstract suggests it to readers who want their business stories to
have happy endings.
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Summary
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A Familiar Story
Think about the companies that produce successful brands, such as Nike and Atlas Missiles.
What do they have in common? Each borrowed a familiar story and named their product
after it. Not everyone who buys a pair of Nike running shoes knows that Nike was the
getabstract
Long before the first mythological Greek goddess of victory, but linking your brand to a well-known myth is a
formal business was strategy that works. Why? Because people love stories, and storytelling is one of the oldest,
established, before the
first deal, the six most most effective modes of communication. Mastering the basics of storytelling is pivotal to
powerful words in any business success.
language were, Let me
tell you a story.
getabstract Its True
A story doesnt necessarily have to be true to contain truth. How is this possible? A
recitation of facts might be true, but it might not be captivating. Truth stories, instead,
are relatable and timeless. They communicate an essential truth.

For example, the facts of the Enron story might unfold like this:

1985: Ken Lay founds Enron.

2001: After initial success, the company struggles and files for Chapter 11 protection.
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The truth is constant,
2002: Criminal investigations of Lay and former Enron CEO Jeffrey Skilling follow; Lay
eternal and immutable, is found guilty of fraud and conspiracy, and dies while awaiting sentencing.
whereas our idea of
what is true is evolving
and fluid. Framed as the story of a fallen hero named Ken Lay, this story contains a more universally
getabstract recognized truth. It tells of a man who rose from humble roots to become a powerful
business mogul. Blinded by ambition and greed, he then lost his moral compass and took a
wrong turn. His inevitable fall teaches a life lesson, a basic truth. Storytelling communicates
the most sacred truths of human experience. The storytellers challenge is to connect with
the audience members and engage them emotionally.

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 Ten Functions
Stories have changed the course of history, inspired passion, explained history, sparked
romance and advocated for social justice. People tell stories for all kinds of reasons. To
become a proficient corporate storyteller, you must master these 10 elements:
getabstract
There are potentially 1. Explain origins Origin myths or stories exist in every culture and answer the
as many ways to tell the
story of a company as question, Where do we come from?
there are companies. 2. Define individual and group identity These stories define how the individual
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relates to others or to society, and are the foundation for traditions and folklore.
3. Communicate tradition and delineate taboos Stories often explain which
behaviors society considers acceptable or unacceptable.
4. Simplify and provide perspective Stories boil complicated dilemmas down to a
list of easy-to-understand precepts. Myths transform complicated themes into simple,
easily understandable stories.
5. Illustrate the natural order of things The gods on Mount Olympus understood
who was in charge. In the corporate world, organizational charts accomplish the
getabstract same task.
In storytelling, 6. Concisely communicate complex history Facts relayed in story form are much
context, and time and
method of delivery easier to understand and assimilate.
can become even more 7. Communicate moral and ethical positions Stories relay values and help them
important than the story
itself. endure. Cultures use stories to reinforce values and ethical behavior.
getabstract 8. Illustrate relationships to and with authority What happens to those who offend
the person in charge? Look to Greek myths to find out what gruesome fate awaits them.
9. Describe appropriate responses to life These stories tell you how to live.
10. Define rewards, and detail the paths to salvation and damnation What happens
when you sell your soul to the devil? Look no further than Lancelots quest for the
Holy Grail or the creation of Frankenstein.
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There isnt a business Out of Context
in the world today
large or small, Stories are vessels for conveying ideas and pictures that either constitute an end in
high- or low-tech, themselves or...communicate a specific point of view [or] moral principle. But no story
public or private
that cannot improve
can be effective without an understandable context. Once a storyteller provides this context,
performance, internally however, he or she is free to spin yards upon yards of tales, knowing that listeners will
and externally, through grasp the message. However, todays accelerated pace of change has led to the abolition
the study and mastery
of the basic element of of context. As individuals and societies change rapidly, fewer common reference points
storytelling.
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exist. This makes it very difficult for corporate storytellers to find a context within which
to tell a convincing story.

Your Story, Your Brand

These days, the audience has become the storyteller. People no longer want a company
to define its brand for them. For numerous reasons, storytelling about branding is not as
effective or credible as it once was. Some blame this on price promotion, the availability
of information on the Internet, stiffer competition and higher consumer expectations.
getabstract Consumers are placing higher demands on brands that want them to remain loyal.
Good stories touch
your imagination. Great
stories steal your soul. The new trend is for buyers to attach their loyalty to a portfolio of brands rather than
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to a single brand. In some cases, the consumer defines the brand. Harley-Davidson, the
motorcycle company, provides an excellent example. Harley customers imaged themselves
as outlaw bikers, so Harley co-opted this image and made the brand so powerful that
H.O.G (Harley Owners Group) members wear its logo as a tattoo.

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 Five Classic Themes
There is no such thing as a new story stories today are all variations of the same few
basic plots. The key to powerful storytelling is to find a common context and add plausible
getabstract details. Story construction is predictable: Set your characters within a relevant context. Add
Throughout human a change or challenge that requires action. Present a crisis that the characters must respond
history, storytelling
has been used to to, revealing their innermost qualities. Divulge the storys message after the characters
communicate the resolve the crisis. The five universal story lines or themes are:
most sacred truths of
the collective human
experience. 1. The heros quest The hero ventures into the world on a mission. He or she
getabstract
encounters obstacles and often has to make pivotal decisions. If successful, the hero
contributes to the greater good of the community, but failure could mean death for the
hero or his or her loved ones. The quest teaches you that lifes lessons arent easy, and
success requires sacrifice and suffering.
2. Creation stories These sagas exist throughout history in all cultures. They explain
where people come from and how they got where they are. Examples include the story
getabstract of Adam and Eve, the Chinese legend of Nu Wa, and Maori tales of Rangi and Papa.
The final 3. Stories of transformation These fantasies abound in mythology, folklore, fairy
interpretation of
whether a life is, or tales and literature. Storytellers use the device of transformation to resolve conflict or
was, good or bad inflict punishment. The werewolf legend is a classic example.
depends not so much
on the facts, but on 4. Fall and redemption This theme permeates Judeo-Christian traditions, with tales
who can tell the most such as the expulsion from the Garden of Eden and the promise of the Messiah.
convincing (and often
the most recent) story.
5. Myth of the crossroads These stories involve choice. At a crossroads, the hero
getabstract meets the unknown, deals with fear and is forced to make a decision.

Business Evolution
The five basic themes in storytelling have parallels in business. You can modify each theme
to meet business objectives, such as strengthening brand identity and corporate values. The
five basic story themes match the five main stages of business.

getabstract The story of an entrepreneurial vision or a companys quest for success corresponds to
The Africans are
right: until the lions get the heros quest. Take the Jockey brand story. It began in 1876 when Reverend Samuel T.
a historian, the story Cooper created special hosiery for lumberjacks. In 1909, a designer for the company had
of the hunt will always
revolve around the
an epiphany to create mens underwear with a convenient diagonal opening in the front.
hunters. Success followed and the company continues to flourish.
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The creation story parallels an establishment of enterprise story, such as the origination
of Baileys Irish Cream. The official story is that Baileys was invented to reflect Irelands
unique heritage by blending whiskey and cream. The real story is much less romantic
Grand Metropolitan created Baileys to dispose of a surplus of alcohol and Irish milk.

getabstract The evolution of Nokia, a typical story of transformation, tells of a corporate coming of
Every industry
including such age. Originally, Nokia was a paper manufacturing business. It later merged with two other
late entries to the companies and grew to become todays well-known mobile phone company.
mass-marketing
fray as institutional
financial services Many firms reach a crisis phase when time or technology forces them through change to
and pharmaceuticals survive, and they come back stronger after a fall from grace. Johnson & Johnson exemplifies
has become much
more aggressive in the the theme of fall and redemption.
branding/storytelling
arena.
getabstract After a huge 1982 tampering scare in the U.S. with seven fatalities and 270 additional
incidents, the company rose from the ashes as a prime business school case study in crisis
management. Its Tylenol brand remains strong today.

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 Chrysler, epitomizes the crossroads myth, or the transition phase of a corporate story.
The firm was facing a crisis. Enter the hero, Lee A. Iacocca, who drastically cut costs and
restructured the company. When that failed, he asked the government for help. President
Jimmy Carter intervened with a government loan guarantee. The firms survival relied on
getabstract Iacoccas bold challenge to the American public, If you can find a better car...buy it.
Remember, the
endgame here is
engagement building Whats Your Companys Story?
a meaningful and When you tell your companys story, internally or externally, keep the following in mind:
sustainable relationship
with an audience, one
audience member at a Give your story a human face. People respond to stories about people.
time. Be accurate about your history. Its okay to embellish, but tell the truth.
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Think of yourself as a color commentator rather than a play-by-play announcer.
Dont assume your audience is familiar with your story or even cares to hear it.
Know who your audience members are. They might include employees, customers, the
media, investors, your other stakeholders or your competition.
Your story is about your company, so incorporate your mission and vision statements,
and other relevant corporate materials.
If you dont feel you can do your story justice, hire someone who can.
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Storytelling has the Your Brands Story
power to change the What is branding and how does it differ from a companys story? Branding is the process
destiny of a company,
an industry, a nation, by which an audience attaches an identity to a product. Coca-Cola, Microsoft, IBM, GE,
and ultimately the Intel, Disney and McDonalds, some of the worlds top brands, all have branding stories
world.
getabstract to tell. How can you tell your brands story? First, engage the audience. Use timeless story
themes. Entertain people and let your story reveal to them something about themselves.
Keep your message simple and use strong characters. The Energizer bunny and the Jolly
Green Giant are wonderful examples of well-branded characters. Consider adding a moral
message to your branding story as Starbucks does so well. Lastly, understand your audience
and recognize your storys parameters. The story of a sports car, for example, would not
match the Volvo story, which is all about safety.

An Individuals Story
Several character archetypes show up repeatedly in stories. These include the earth mother/
creator, the general, the statesman, the alchemist/wizard/magician, the explorer/discoverer,
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Great stories can the trickster, the faithful servant, the wise man and the artisan. When you tell a story within
make us laugh or...cry. a corporate framework, remember that you are free to take license with your character.
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You can adapt his or her traits to embody the properties you want people to associate with
your company. Tony the Tiger and Barbie are great examples. Your character either can
have admirable traits at the inception of your tale, or attain them as the story develops. Be
careful that your character doesnt become bigger than the company he or she represents.
For instance, Apples Steve Jobs gained too much leverage when his reputation outpaced
his companys public image. Be consistent, credible and unambiguous. And be willing to
adapt your story to changing times and technology.
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About the Authors
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Ryan Mathews is a futurist and an innovative thinker about corporate culture. The CEO of a consulting company,
he co-authored The Myth of Excellence. Watts Wacker is a futurist, speaker, director of a think tank, and the author
of The 500 Year Delta and The Visionarys Handbook.

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