A friend forwarded this presentation from Nick Bilton, delivered as the keynote at the O'Reilly Tools of Change for Publishing Conference. Not surprisingly, the presentation has a publishing focus, but it drives home several foundational ideas which are critically important right now no matter what industry you're in. For me the biggest idea is how much of what we do as marketers is about storytelling. For a huge swath of marketers/communicators/journalists, our ability to craft and deliver a compelling story that can connect and move people is the heart of what we do. I'm not so sure a lot of marketers really think about things this way. Nick does a great job framing this idea and integrating how technology can enable a great story, a preview of how things are evolving.
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March 19, 2009
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Chris you are dead on!
I had a client recently balk at the idea of re-writing a product description to include the story behind the idea. His words: "It seems a little...well...emasculating."
His company's product was nothing special. In fact, he was headed down a well-traveled road full of competition.
So I offered up two drafts - his way (technical writing snooze) and my way (compelling narrative of why this product came to be).
He read them both and conceded that my version was better.
I sent him M&M's in a bottle - newly labeled "Man Pills" with clear instructions to take them and get over his fear of telling stories. He tells me the pills worked.
We (who have to craft this stuff) can only hope...
Posted by: Ashley Doran | March 30, 2009 at 02:42 PM