In last week's post, I discussed the thesis of a philosophy book that strongly resonates with my approach on storytelling. Basically, it said that people behave accordingly to the group they belong to. They affect each other.
Today I'd like to take the example of the organic food retail business.
I just finished a book called "La société des affects. Pour un structuralisme des passions", by French philosopher Frédéric Lordon.
The content is focused on Spinoza's philosophy. I was struck by his assertion on free-will: "People think they are free because they are conscious of their own actions, and ignorant of the causes by which those actions are determined.”
Game-changing innovations are the sign that a consumer trend has emerged. They're all the more important to identify that they set new expectations from consumers in all industries. Think of the "one-touch-of-a-button instant service" à la Uber, for instance, that has spread in the coaching industry, the food industry or the repairing industry.
Since April 19, Mailchimp has been experimenting another original tool to create a bond with their users.
They've decided to create an online store to sell their merchandising products and use the revenue to support charities they care for. To make it even more compelling for their users, they've started telling the story of what it's like to build a new company.
When we begin, we are not a company, we are people willing to do good to other people.
But therein lies the rub: to a certain extent, communicating our vision means to expose ourselves, truthfully. And this can be scary because it could mean showing your true self: what if they didn't like what they see?
Storytelling is sometimes misconceived as an inventive way to trick people. "I’m going to tell a good story" can turn into "I’m going to make up a good story".
My core belief is that the truer the story, the more powerful. Storytelling is not fake content, it's a compelling form.
As such, storytelling is both an iceberg and a north star.
I understand it can be hard to imagine a Finance or an IT manager be convinced by a funny video or a colorful website layout.
Your first objective is to build trust.
A friend recently sent me a clever launching campaign and I thought it was a perfect example of true storytelling.
In theory, Marketing + VDay = Opportunity. But because the recipe is so obvious, the cake is usually tasteless.
"Sell a good story" is the main peace of advice you’ll hear from all Anglophone PR websites or journalists. But what does it mean? Does story equal news? I’ve banged my head against this question for a long time before I began to figure it out.
Everybody wants to be loved. But rarely do we ask ourselves why people should love us.
The upside of extreme users - i.e. people who would never use your product or who would be power-users - is that their own feelings about your product will be extreme.
As a business owner, your instinct tells you to be nice to your customers. If you want to embrace the power of storytelling, you should go one step further and show empathy.
How a brand behaves, looks and feels is as important as what it says. The best way to sell a product is NOT to tell your customers what they should think about it.
The frightening and most difficult thing about being what somebody calls a "creative person", is that you have absolutely no idea where any of your thought comes from, really.
It was a hot afternoon in Paris and Garance and I were wrapping up a long conversation on the sidewalk, catching up on family news, when she blurted out: “Airbnb is the coolest thing ever.”
To the ones who have good taste but (or "because of that") are constantly disappointed by what they write or create, here is Ira Glass' advice in 3 words: don't give up.
Sometimes, people need to hear the cold hard truth. But it also means that you have to listen first.
Good stories surprise us. They have compelling characters. They make us think, make us feel. They stick in our minds and help us remember ideas and concepts in a way that numbers and text on a slide with a bar graph don’t.
The problem with personas is they make you think of your users as failures, i.e. as people who can't solve their own problems and need you to rescue them.