Author: Nailia Tasseel

Graham Bowley writes today on the challenges the EU faces in getting its message across regarding the role it can play in creating jobs, saving the environment, reducing world poverty and disrupting terrorism in the 21st century. This is a story line which needs a human face at the centre to make it more compelling….

Leading research and information portal Melcrum features an article about our engagement programme for EDS.

I hear the BBC is bringing Jackanory back to our screens. When you consider how sophisticated childrens’ TV has become, the simplicity of a presenter reading direct to camera might seem at odds. Just shows how the charms of old-fashioned storytelling never go away….

In an excerpt to Seth Godin’s new book ‘All Marketers Are Liars’, we read that the key to profitable growth is from giving consumers what they want, not what they need. People tell themselves compelling stories about what they want, and in turn believe that this is indeed what they need. Read on….!

We were highly inspired by this commencement address by Steve Jobs, CEO of Apple Computer and Pixar Animation Studios, at Stanford University. It has nothing to do with being Apple aficionados (which we are)….his advice and experiences are truly insightful and often humbling. A word of advice: Pass this on to younger members of your family. They will learn from it too.

The Xerox Chairman and CEO, Anne M Mulcahy, was interviewed in the March issue of Fast Company magazine under the heading What I Know Now. Among other things she talks about the importance of storytelling:

Storytelling is hugely important. At our town meetings, the most frequently asked question wasn’t whether we’d survive, but what we would look like when we did. I got great advice: Write a story. We wrote a Wall Street Journal article, because they had been particularly nasty about us, dated five years out…

… It was about where we could be if we really stood up to the plate. And people loved it. No matter where I go, people pull that article out. They personalized it.

Stories exist at all levels of the corporation. You talk to tech reps, and they’ll tell you what they did to help turn this company around. Whether it was saving a buck here, or doing something different for customers, everyone has a story. That creates powerful momentum–people’s sense that they’re able to do good things. It’s much more powerful than the precision or elegance of the strategy.

You can read the rest of her thoughts, including the importance of engaging everyone in a change process, at the Fast Company website.

I saw this on the back of The Week magazine… how clever to use a story as advertising this way:-

The Peculiar Incident of the Fishmonger Performing on Hilary’s Kitchen Table

When Hilary Stuart decided to invite some close friends round for supper, she wanted to cook them something special. A few days later she saw just the thing in a magazine — Gratin of Plaice Fillets.

Although the recipe seemed straightforward, it stressed that the plaice fillets must have their skins removed. Thinking this might be rather tricky, she called the supermarket where she always bought her fish. No problem, they said. They’d be happy to skin them — all she had to do was pick them up.

In the afternoon before the supper, Hilary’s husband — who will now be known as ‘The Stupid Fool’ — was dispatched to the supermarket to pick up a few last-minute items and, of course, the eight skinned plaice fillets.

The ‘Stupid Fool’ returned with — you’ve guessed it — eight plaice fillets that hadn’t been skinned. While he burbled excuses, Hilary took decisive action and rang the supermarket.

Rather than you come to us again, they said, we’ll come to you. And they did. 30 minutes later their fishmonger arrived.

Opening his set of knives, he proceeded to expertly skin the fillets there and then on Hilary’s kitchen table.

So Hilary was able to cook the supper she’d intended and her friends were very complimentary.

Even ‘The Stupid Fool’ had an enjoyable evening, despite receiving the occasional withering look from Hilary.

(The above incident was recounted by a customer of our Wallingford branch.)

While we eagerly anticipate the launch of the next Harry Potter book, John Simmons for The Observer looks at how businesses and brands have been ‘crying out for clarity and emotional engagement’. What better way to build a brand – as J K Rowling has done so innocently and successfully – than through the telling of stories? This is a great article which supports our own belief in the power of storytelling in business…