Budweiser’s Super Bowl spot wins with simple, proven story structure
Aristotle would laugh at the basic story structure of the new Budweiser Super Bowl spot. It’s a winner because our minds simply can’t resist the Story Cycle. Watch and see if…
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…
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…
How to Excite the Moral Molecule in Your Audience to Make You More Trustworthy
When you tell a good story, you change the chemistry in your audience’s brain. For instance, when you create conflict in your story, the steroid hormone cortisol is released to…
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,…
Did powerpoint bring down two Space Shuttles?
Do you remember where you were on February 1, 2003? Let me remind you. As you were leading your peaceful terrestrial life, the space shuttle Columbia was disintegrating over the…
Infographic: Storytelling vs Corporate Speak
It’s not rocket science. It’s brain science. Storytelling is how we’re hardwired to understand the world. And anyone can tell compelling stories. So turn your jargon into journeys, your info…
Cool new tool for creating a quick video story on your iPad
Pick a template. Upload an image. Record your voice in snippets. Add music. Then post your video. It is that easy with Adobe Voice. Let’s face it, if content is…
Is storytelling our ultimate survival tool?
The more work I do in helping sustainability practitioners communicate, the greater appreciation I have for the power of story to help us save ourselves from ourselves. This was underscored…
How to Tell Compelling Stories to Drive Donations for Your Social Cause
Goodwill of Central Arizona will help more than 23,000 people find employment this year through its workforce development programs. Goodwill relies on your donations for the inventory it sells through…
