Archive for Green Marketing

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10 screenwriting tips every brand storyteller should know

Learn from legendary screenwriting coach, Robert McKee, how to become a better business communicator on the current episode of Business of Story podcast. Three years ago I spent four days in a dark and freezing Sheraton LAX ballroom with Robert McKee. “If your cell phone goes off during my seminar, you will come up here to my stage and give me $10 in front of all of your screenwriting pals. If it goes off a second time, you’re kicked out. Because…


9 steps to turning a negative behavior into a positive story

I have always been a big fan of The Fun Theory by Volkswagen. It was a brilliant social initiative, created for the German automaker by DDB. It must’ve been difficult (read expensive) to pull off every year, because they are no longer running it. What a shame. Through The Fun Theory, Volkswagen turned mundane, but socially good, experiences – like recycling or taking the stairs instead of the escalator – into positive stories that everyday folks could play a role in.…

Maker's fair

The 15-minute competitive advantage for every marketer

For most chief marketing officers, it’s difficult to see through the day-to-day anguish of this transformational market to truly innovate. In her article, “Find the 15-Minute Competitive Advantage,” Rosabeth Moss Kanter of Harvard Business Publishing recommends that a series of small but fast innovations are more effective than one large leap. “As many technology companies have seen to their peril, you can leap much too far into the future by seeking revolution, not evolution, leaving potential users in the dust.…

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Are you this sanctimonious sustainability jerk?

Modern Family guest star, Jesse Eisenberg, portrayed one of the most hilarious over-the-top environmentalist that I have seen. If you’re a passionate chief sustainability officer, please remember to tell stories about your corporate social responsibility initiatives from the worldview of your audience. Otherwise, your well-intentioned actions might come off as being self-righteous. And there is little sustainability in sanctimony.

FED Ex kid

How UPS’ viral story has our brains hopped-up on oxytocin and why it matters to marketers

I have been studying neuroeconomist Paul Zak’s work on storytelling and how it actually changes the chemistry in our brain. When we’re seduced by a good story, we produce cortisol, dopamine and oxytocin, depending on what’s happening in the story, Introduce us to tension and urgency, and the steroid hormone cortisol floods our system creating within us anxiety and focus. Lead us through trouble and show us success in the story and the neurotransmitter dopamine fires-up our reward system triggering…