StoryTag Archives:

#4 disruption

What B2B marketers can learn from the Doritos “Ultrasound” Super Bowl TV Spot

As all of you students in my Executive Master of Sustainability Leadership communications course know, a universal structure to storytelling pervades our lives. We see it in the movies we watch, the music we listen to, the plays we attend and the Super Bowl TV spots we laugh at. My hands down favorite from Sunday’s big game was Dorito’s “Ultrasound” spot. Let’s put it to the Story Cycle test For those of you new to the Story Cycle, it is a 10-step process, inspired…

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Why you should think like a screenwriter to humanize your B2B content marketing

I love this poster for Justin Trevor Winters’ new movie. It depicts Richard Dreyfuss’ character as a retired high school gym teacher willing to do whatever it takes to leave a legacy. Oh, the indignant desperation. This could also be a movie poster of a brand manager or content marketer ready to end it all. Do you know that feeling? You dutifully write content, publish blogs and produce videos for the B2B marketing of your professional services firm, but no…

REI is Closing

The 10 brand story elements of REI’s disruptive #OptOutside Black Friday campaign

When I was a kid growing up on near Seattle, my dad would take us downtown to Recreational Equipment, Inc. (REI). This was in the 1970’s, and REI was nothing more than a store in a dank basement with outdoor wear stacked in piles on what seemed like folding tables. I remember an overhead water pipe leaking on a down jacket in the middle of the table, and nobody much cared. The character of the place was simply a reflection…

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The 1 rule you must obey when crafting brand stories

Life is really simple, but we insist on making it complicated. Confucius told us that centuries ago. I learned this lesson, AGAIN, yesterday. I was teaching storytelling to 7th and 8th graders in a South Phoenix school. Talking about a tough room. My audience was 15 kids from a rough neighborhood. My pal, Marilyn Seymann, works with them after school three days a week, and asked if I would teach them something about story. The plan was to underscore the…

Business Of Story Podcast with Margot Leitman

A simple 3-step strategy that will inspire your business storytelling

Plus 6 great story insights and one terrific quote Some of my clients and students tell me that they don’t lead interesting enough lives to have great stories. Nothing ever happens to them. Do you feel like that? My guest on this episode of the Business of Story podcast, Margot Leitman, author, teacher, professional storyteller and Moth GrandSLAM champ., provides a three-step process to pull your story together. You just fill in the blanks: I am ____________. I was ____________.…