Human-Centric Storytelling in

BusinessMatti Lintulahti, partner & co-founder, Kubo Oy

how to put your excellent content strategy into action

by creating great stories

9 tips:

They want to tell Brands

Brand storiesAnd it’s okay if you are...

…Steve Jobs

…or Apple.

Probably you are neither.

People are not interested in your company, your product,

your this & that. Forget it! Start thinking about your customers, your buyers

personas and the human beings behind the terms.

The most valued and shared stories reveal unfulfilled needs and

desires

Tip 1

Understand the science of

storytelling

1

Joseph Campbell: The Hero with a Thousand Faces

1Read one book!

Case story Red Wing Shoe: Working shoes as a hero.

Shoes journey to unknown and back from the death.

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1

Get inside the human brain, feel the human heart

Tip 2

Ask questions:What are they passionate about, and why?

What are they interested in, and why?What are they concerned about, and why?

What do they love, and why?What are they afraid of, and why?

What makes them angry, and why?What do they dream of, and why?

2

Go anthropologist,Go and see how humans behave

Tip 3

3Go and observe how your customers really use your

product or service

Go to lunch with your client and ask a lot of why questions;

why did they choose you?

Start your story by creating emotions,hook your readers

Tip 4

The first paragraphThe first 10 seconds

Short time to hookyour readersto read more!

4

kuva

From: Clay Sharky: Here Comes Everybody 4

Design emotions.Photos, animations, videos, infographs.Visual storytelling

is mandatory

4

4

Create dramaTake risks

Create contradictionsReact fast

Tip 5

Go to customers’ nightmares!

What keeps your customers

up at night?

5

5Take risks!

5React fast!

Hire talented storytellers,

screenwriters,visualists

Tip 6

You are lucky! Because of the media meltdown there are talented people available.

But beware, your competitors are looking for them...

6

Great content without a content mission and

business goals is meaningless

Tip 7

Good content mission creates content culture

and helps content creators

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7

What is your company’s story?

Why does your company exist?

Tip 8

If you are not able to answer with

emotion, you are always many steps

behind

8

Because:People don’t buy

what you do!People buy

why you do it!

8

8

And don’t forget:Be curious. Ask why.Don’t underestimate the power of dreams!

Tip 9

Don’t just tell stories.

Making storiesto happen is even better!

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9

True and engaging storieswww.kubo.fi

Photo by Scoopshot / Roberto