It is all too easy to start writing, come up with a first sentence… …and then the rest of the sentences. But something doesn’t feel quite right. That is typically because you’re not dead sure about what you’re writing about. For this reason, we greatly encourage our clients to drill down to the One Central … Continue reading Before you start your story…know what your One Central Truth is
Category Archives: punchline
As an individual, we are all many stories. From our sex to upbringing, religious and political affiliations, likes, food preferences…you name it, depending on your start point we can tell different yarns. Our businesses too are many stories. You could focus on many different aspects of what and how you provide a product or service. … Continue reading Why you can only tell one story (initially)
It would be interesting to know how long it took DHL to come up with its slogan/tagline (first, most important story). You can see it on their distinctive yellow courier vans – Excellence. Simply delivered. According to DHL’s website, this its actually its mission; its vision being to be the Logistics Company for the World. … Continue reading Three words – well chosen. Period
There’s many ways to tell a story,share a narrative. But all good stories share characteristics. We identify with human characters Any ‘journey’ isn’t interesting unless there are obstacles If the situation is the same at the end as the beginning, the effort of reading, watching or listening to the story feels futile As Carl Alviani … Continue reading Any story, including digital ones, fail if they don’t follow the rules
Why should we regard our instinct for story as a survival skill? It’s because our information exchange, along with our ability to solve problems as a group is how humans have got to the top of the ‘smarts’ pyramid (as far as we’re aware). Don’t forget, virtually all of human communication through the ages has … Continue reading We’re hardwired for story – here’s why
The great default word for businesses trying to describe their ‘what’ is…solutions. You see it everywhere, far too often. The trouble is, we all provide a solution of some kind. And by using the term, you then immediately have to explain what your particular solution is. So why not use the wonderful extent of english … Continue reading ‘Solutions’, a sign of desperation or lack of imagination
To know what your business really really is, and express it in a form that resonates with all is rightly a holy grail. Understand and use your business essence, expressed as words, and you: Have the basis of your first, most important story…and all other stories Have an internal company rallying call Have soul However … Continue reading Your essence – the gem at the heart of your business
Words have power, and people have “an appetite for well-expressed wisdom, motivational or otherwise,” says Ward Farnsworth. He’s dean of the University of Texas School of Law, and author of Farnsworth’s Classical English Rhetoric. The book shows examples of rhetoric (the art of persuasion) from the famous such as Churchill, Lincoln and Dickens, and lesser … Continue reading The power of language
A good business story allows the viewer or reader to imagine themselves as part of the action. A great business story enables that person to be the hero(ine) in that story. Which means a Wellington bus-shelter billboard for Auckland University elevates itself into the realm of great. Make your future self proud Five simple words … Continue reading Wish I’d thought of it
The backbone of any business, and its story, is its metaphor. It’s the picturable image, the mindful impression of your what and why. Subway espouses fresh when it comes to fast foods. Wellington used to promote positive. Coke’s bought its way to the idea of opening happiness. You ‘see’ something when you hear their (very … Continue reading Why business survival depends on your Gateway Metaphor