Check out the third part of our series: Strategic Storytelling, where business and stories meet. The second episode is here .Ben Horowitz is a startup founder and Venture Capital expert. It has invested in the next generation of leading technology companies, including Airbnb, Facebook, Pinterest and Twitter. A few years ago, interviewed about leading startups, he was asked about companies that insist that products are the only thing that matters. “You can have a great product, but it's a compelling story that gets a company moving. If you don't have a great story, it's hard to motivate people to join you, work on the product, and get the public invested in the product. Companies that do not have an articulated history do not have a clear and well thought out strategy. The story we tell is the strategy of the company .” The idea behind a strategic (or business) narrative is very simple: why not apply the principles of storytelling — the same principles that have been used for books, movies, and video games — to business and strategy?Now that we've seen how the classic storytelling model works for movies and literature, let's apply it to business! Three storytelling business models Some authors and storytellers have used personalized approaches. Let's look at three models, respectively, those of Donald Miller, Robert McKee and Andy Raskin .
Donald Miller, building a story Donald Miller, who founded a company called Story Brand, has simplified storytelling in a process called the Story Brand 7-Part Framework (also known as SB7).Using the SB7 framework, companies will be able to create a brand story and then build on their ideas to write copy and content. Here is a brief summary of the seven principles or steps in the Story Brand framework: Miller's Story Brand model Miller Model by Story Brand A character: your client is the hero. You have a problem: As a successful business, you need to deal with your customers' internal problems. And meets a guide (your brand): Customers are looking for a guide to help them with their frustrations. The guide formulates a plan: Clients will trust a guide who has a plan. And it encourages them to have an attitude: customers are faced with the choice to act.
That helps them avoid failure: each party involved tries to avoid a tragic ending as best they can. And it ends in success: your customers understand how the product or service your company offers can be successful in improving their lives. Robert McKee Storynomics The second model analyzed is the one presented in Storynomics, Dominican Republic Phone Numbers List by Robert McKee. McKee, legendary Hollywood screenwriting coach, speaker, and Ph.D. in scriptwriting, has expanded his teaching focus to include content that he and Tom Gerace, CEO of Sky word, have created specifically for marketing, advertising, and sales leaders. He and Gerace teach a seminar and have written a book called Story nomics: Story-Driven Marketing in the Post-Advertising World , which lays out the 8 stages of good story design. McKee and Gerace's Storynomics model The McKee and Gerace Story nomics model The essence of the book is the marketing application of McKee's model of Hollywood film plot development. The model, initially explained in McKee's 1997 book Story and repeated in Storynomics , is that the plot begins when an inciting incident throws the protagonist's life out of balance. In order to restore the balance, the protagonist undertakes the search for an object of desire. The film describes the search, faced with numerous obstacles, generally of increasing difficulty, to reach the object of desire. The plot culminates when the mission succeeds or fails.
Andy Raskin, The Strategic Narrative Model Andy Raskin helps CEOs align their teams around a strategic narrative. His clients include venture capital-backed companies and some large corporations. I first met Andy when he published an article in 2016 titled “ The Greatest Sales Deck I've Ever Seen. It's Zuora's and it's brilliant. Here's why "(The biggest sales platform I've ever seen. It's from Zuora and it's brilliant. This is why)." That post today has several million views. I had the opportunity to personally interview Andy a few months ago, and he was interested enough to share his story and methodology. Andy calls strategic storytelling " the story in the buyers ' heads."His methodology is a simplified version (which is not a negative statement) of McKee's Story model: Andy clearly cites McKee's books as his main inspiration after failing with a venture capital pitch several years ago.