The most powerful force in business is not a spreadsheet, CEOs or advertising. According to many, including filmmaker Michael Jorgensen, the most powerful force in business is storytelling. Without stories, spreadsheets are just rows of numbers. Without stories, CEOs are merely disconnected talking heads. Without stories, advertising is just noise. Stories are the most powerful force in business because they are memorable and move people into action.
In this awesome interview, I ask Emmy Award winning filmmaker Michael Jorgensen about his thoughts on Storytelling in Business.
The questions we discuss:
- Why is storytelling so popular in branding?
- How does storytelling differ from advertising?
- How do you view media today?
- Are their examples of companies who use stories well?
- What does a narrative mean to business?
- What does transmedia storytelling mean for business?
- Why is it important for brands to think differently about media?
- What are a few of the insights you’ve learned about storytelling?
- What do marketing departments need to do tomorrow?
Total Running Time: 28 Mins
Or download the Podcast here
Michael Jorgensen is an Emmy winning filmmaker with a passion for storytelling. Over the last 27 years, Michael has been crafting well-told stories and won over 80 awards for his efforts. Among a few of his many accomplishments, Michael created the syllabus and trained CBC’s first group video-journalists and helped launch Discovery Channel’s Daily Planet, the worlds first weekly science program. He is a faculty member of Digital Media at the Northern Alberta Institute of Technology. More recently, Michael directed the full length feature film Unclaimed and the Cenovus video “A Flying Rig” (below). Please take some time to enjoy samples of Michael’s work on his website MythMerchantFilms.com or say hi on Twitter @Story_warrior or via email at michael (at) mythmerchantfilms (dot) com
Build Your Own Narrative
If you want to build your own narrative, copy from the best. A former Pixar employee named Emma Coats has cracked the DNA of storytelling that Pixar uses when developing a structure for their films. Here’s an example:
Once upon a time a dad named Marlin (the hero) watched his wife die and vowed to protect his only son, Nemo, from harm. Every day Marlin keep Nemo close by and warned him of all the dangers in the ocean. One day Nemo chose to ignore his fathers warnings and ventured out on his own. Because of that, Nemo is caught by a diver who collects exotic fish for his fish tank in his office. Because of that, Marlin takes on a long and dangerous journey to find his son and meets Dory (the guardian) who helps our hero complete his journey. Until finally, Marlin and Nemo reunite and learn that trust is a foundation for love, the most powerful force in the world.
Now that you’ve seen an example, use this structure to create a narrative about your business. Be sure to put your customer in the role of the hero (Marlin) and your business in the role of the guardian (Dory).
Once upon a time…
Every day …
Because of that …
Because of that …
Until finally …
How can you tell your story across several different mediums?
Other great links on Storytelling
Decoded – A Transmedia Case Study by Droga 5
The Four Stories You Need to Lead Deep Organizational Change by Stephen Denning
This Will Be The #1 Business Skill in the Next 5 Years by Shane Snow
The Art of Purposeful Storytelling by Harvard Business Review
Winning the Story Wars by Jonah Sachs
Jared: The Power of Story by Dan Heath
The Storytelling Animal by Dan Pink
Pixar’s 22 Rules of Storytelling visualized by Fast Company
Do you think storytelling an important part of business?