Video Transcript

What is strategic storytelling? I cover this on page three of the workbook, but the highlights are that it's:

• with a vision-based objective - so it's always in line with a vision or goal state for the business;
• based in qualitative data - so, word-based data more than numbers; and
• the stories are told with intention, in a way that's consistent with the business's brand, and they're authentic to the business.

This isn't about click bait or smoke and mirrors or gaming an algorithm, and it's not a quantity game or a story template exercise. What we're really trying to do here is connect with people. They're out there living their lives, whether you're B2B or B2C, and your goals and hopes and dreams don't really matter to them. But you can use some standard tools like a business brand persona to approach people not in a salesy way, but in a way that acknowledges their personhood and connects with them on that level. And then helps them to see a sort of "culture fit" with your business's brand. And also helps to incite their imaginations towards the opportunities and possibilities of what can be achieved through working with or buying from your business.

There are a ton of ways to approach this. Whatever your approach, you need to know who your business is so that you can craft stories about your business and that involve your business.