the return of storytelling vs. corporate speak

STORYTELLINGHAS BECOME THE

“NEWBLACK”

Adele LeBron JamesWarren Bu�ett President Obama

Everyone has jumped on the bandwagon

why?

facts, figures and promo copy

ONLYactivate THE PART of the brain

WHERE WE MAKE SENSE OF WORDS

Activated

Bulletpointshave the same effect

Activated

but this is your brainon legit storytelling

seriously, scientificstudies bear this out

BUT THIS ISYOUR BRAIN

ON LEGITSTORYTELLING

Rob Walker & Josh Glen bought tchotchkes likecreated stories around each one and resoldthe tchotchkes on eBay

As do unscientific studies

THE RESULTS

+No story

Story

STORYTELLING

= $1.29“Average Price”

Tchotchkes

Tchotchkes

+STORYT

ELLING

= $36.12“Average Price”

For the math challenged, that’sa 2,706% increase in value

We’re not claiming that

slapping a story on a product

automatically spikes the value.

GOODSTORYGOODSTORYGOODSTORY

just that...

Storytelling = Good Business

just that...

OK, my essay was done andsitting next to my cheeseburgerwhen the phone rang and …

Public Figures, Journalists and kids late with homeworkhave always shaped compelling narratives

just that...Most PR folks have not gotten the memo

1) Pitch reporter.

2) Use storytelling techniques.

3) Eat healthy.

memo

just that...

Which Comes Out in ComparingStorytelling to Corporate Speak

texture

just that...There’s a way to close this story with a

Just say to corporate speak

just that...

Gregg Morris curates the definitivestorytelling resource,

The experiment of crafting a story fortchotchkes is at

Three Terrific Articles on the ScienceBehind Storytelling + More (clickable)

Scientific American:“The Secrets of Storytelling”

The New York Times:“Your Brain on Fiction”

Lifehacker: “The Science of Storytelling”

just that...BTW, We Walk the Talk

Beyond applying storytelling techniques to our client campaigns, we o�er the following services: Storytelling Workshop (3 versions)Executive communications (emphasis on media)Internal communicationsEmployees for general communications Website Audit and RecommendationsAnalysis of storytelling in website content Corporate Blog WorkshopStorytelling + Technical

just that...

We also blog on storytelling through a business prism at www.IshmaelsCorner.com

just that...

Thanks for Taking the TimeASIA PACIFIC

Shingo Nomura +81 3 5159 2145 · snomura@ho�man.com

EUROPELuica Mak +44 20 3137 9480 · lmak@ho�man.com

NORTH AMERICAStephen Burkhart +1 (408) 286 2611 · sburkhart@ho�man.com

GLOBALLou Ho�man +1 (408) 286 2611 · lho�man@ho�man.com

www.ho�man.com