Loneliness and Love Stories:

The Business Case for Telling Personal Stories

Great leaders tell personal stories

Session Deliverables Discover why business leaders are

looking for a new story.

Find out how companies like Pfizer, American Girl Doll, and Tiffany & Co. are using stories to drive revenue.

Learn the three types of stories and how to create a business story using a story format.

“2012 is the year of the story… 3M is one that is using storytelling best…”

Fast Company

Big Ed and the Body Brace

Storytelling comes natural to all of us – we all have our gifts and style.

Stories activate the mind in ways that make listeners fell like they are having a visual, tactile and kinetic experience

What makes one stand on its two feet, sway its hips, and move the conversation forward in the manner that the storyteller desires?

How stories are used in 3M

Strategy:  Stories are used in the annual 3M strategic planning process to simplify complexity.

Branding: Stories engage and attract outsiders by becoming the stories 3M customers tell.

Content: Stories are used in 3M communication vehicles.

Metrics:  Stories increase accountability and are research data to measure 3M values, performance, experiences, and beliefs.

Vision: Stories drive 3M's future.

Leaders: Stories connect and inspire 3M leaders to increase revenue.

“We want to inspire customers by sharing our story of what we’re doing, where we are going, and dreaming with them.”

-- Mauro PorciniFormer 3M CDO

Why business leaders are looking for a new story Moving to a conceptual age.

Creativity increases ROI.

Increase in loneliness.

Desire for stewardship, intimacy, and meaning to make the world a better place.

How Pfizer used stories to increase sales

Pfizer collected stories with 94 sales representatives in 11 cities, across six countries, which resulted in over 200 stories. 

The stories were indexed to create a clear picture of which stories were getting the best sales results. 

Leaders and sales representatives across the organization were then taught strategic storytelling skills and equipped with the best stories to increase revenue.

Two More –Stories Increase ROI

American Girl – personal stories behind the dolls.

Tiffany & Co. – “What makes True Love” organic personal story campaign.

Romeo and Juliet story formula

We all have our own storytelling gifts and style.

Improve your business conversations by:

Thinking in compelling stories. Creating a compelling story. Telling a compelling story.

“What people really want from their business conversations is a juicy love story.”

Peter Drucker

Think in love stories: First find the story truth

Analysis: The heart of every great story is vulnerability. Why Romeo and Juliet resonates as the greatest love story of all time.

Story Truth: What is the meaning or truth of the story? This is what creates the emotional connection and ignites a greater purpose.

Next:Choose story type

Start with a story glimmer

“Jobs and Wozniak toiling in garage”

A snap shot or a glimpse

Incomplete story, just the start of a good story

Most people have and use story glimmer’s everyday

Create your business love story

Tension builds as you climb the story vine. Story Truth: Emotional connection of

the story. Story Vine: Sequence of events

tension builds as you tell the story. Story Setup: Current realities/who,

what, where of the story. Hero/Villain: Hero is you, your services

or products. Villain is the person or thing you fight against.

Struggle: Climax of your story. Story Finale: Ending ignites to action

around a new reality.

Tell your story in three easy love acts

Invite: Propose Story. Think of this act as an offering and a gift to the listener.

Unite: Bond Together. This act is what you say and do so the listener bonds to you and the story truth.

Ignite: Marry in Action. This act is how the listener is compelled by the story to act in a new and different way.

Some words for Inviting, Uniting and Igniting

Invite – Offer “Let me tell you a story.” “Last

week…” “That reminds me…” “Did I ever tell you about…”

Unite – Bond A repeated phrase that unites you

with the Guy. “Romeo! Romeo! Where for art thou?”

Ignite – Act Use words that include what we can

see, taste, touch, hear, and smell. These types of words compel listener to action.

Story checklist for improving conversations Pick the type of

story to tell. Start with a

Story Glimmer. Think in Love

Stories and find the Story Truth.

Create using the Romeo and Juliet Story Vine.

Tell the Love Story in 3 Love Acts.

The heart of everygreat story is vulnerability

Use Romeo and Juliet story formula to: Think in stories to improve your

conversations.

Create your own stories.

Tell your stories to invite, unite, and ignite your clients, customers, coworkers to create a new reality.

Thank you, Michelle