Jonah Sachs has written a great book on the proper use of story and the five deadly sins of marketing (vanity, authority, insincerity, puffery and gimmickry). Tapping into the power of myth, Sachs speaks to empowerment marketing and what that shift would entail. The most important takeaway for me from this new offering was the importance, again, of the value system that guides individual and corporate behaviour. In short, SHOW DON’T TELL. Any brand who has maintained its value over time has relied on clearly expressed and lived values. Brand communication becomes sharing your values with your customers and can be expressed in the following values “bucket”:
1. Values built into the founding story
2. Values expressed by products and services
3. Values held by leadership
4. Values you believe will most deeply resonate with your audience
To Sachs, these are the building blocks of the stories you tell about yourself and your organization. If possible, the values should align over all the categories. Hard to do, yes! Living by values is never an easy choice. But it is the most sustainable and profitable course. So your intent for your organization? If sustainability and profitability matter, then you might want to add this offering to your reference shelf. The book can be purchased now for pre-release – Winning the Story Wars will be available in July. You can also check out the video.
When you are in need of further inspiration as to how to use and develop your craft as a corporate storyteller, I always return to the world of film and screen/script writing. For whether on film or in corporations, the principles of story remain the same. One of my favourites is Inside Story by Dara Marks. Not because she was a classmate of mine in graduate school, but because she is one of the leading script consultants in Hollywood. I figure that if her approach can fix a bad movie, it might be of use in an organization that is struggling! Enjoy.
The profound influence of Carl Gustav Jung spans literature, psychology, ecology and science in evidenced in the release of Jung’s diary, The Red Book. Finally permitted by the Jung family to be digitized for the public, this amazing work leads us into the world of C.G. Jung.
Asking “What Story are you Living”, Jung brings us the tools of transformation required to re-vision our current path and change the ending of the story in which we current reside. The Red Book is his opus and provides both guidance and inspiration to find our own.