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Posts Tagged ‘storytelling’

How to Rewrite Your Story and Make it an Epic

A Million Miles in a Thousand YearsWe all lead storybook lives. It’s just that some of the stories are real page-turning-barn-burners, while others are as ashen as the dust that blankets their covers. In every life there is a great story to be lived and told. We simply need to wipe away the fog of fear that keeps us from experiencing our epic.

I believe my story is somewhere in between: Not a classic yet, but not a snoozer either. This was made even more obvious to me after reading Donald Miller’s book, “A Million Miles in a Thousand Years: What I Learned While Editing My Life.” My friend Margie Albert, knowing my compunction toward telling tales with both my ad agency and my life, thought this would be the perfect read. And she was right.

Miller’s premise is that we all have the capability of changing our life’s story. What role do we want to play, and how will our story be told when we’re dead? He’s living proof.

After becoming a successful writer, Miller found himself an eye-growing couch potato living a fairly ambitionless life in Portland, Oregon, until two screenwriters shook him out of his stupor by teaching him about the real power of “Story.” Miller learned he needed to begin a rewrite on his own life to bring more meaning to his time on Earth. He got his ass off the couch, got in shape, climbed the Inca Trail to Machu Picchu, rode a bike across America to raise money for wells in Africa, and started the The Mentoring Project to help fatherless boys. His story also finds him in Obama’s task force on Fatherhood and Healthy Families.

My favorite passage:

“Once you live a good story, you get a taste for a kind of meaning in life, and you can’t go back to being normal; you can’t go back to meaningless scenes stitched together by the forgettable thread of wasted time.”

I loved this book. It offers hope and inspiration by placing the pen squarely in our hands to rethink and rewrite our role as the protagonist. Epic stories are created from great scenes. Each of us walks onto a stage everyday, and we make the decision whether that scene is going to be compelling or not. The more inventive, adventurous, and brave we can be with our own scenes, the more remarkably our story will unfold.

10 of My Favorite Scenes in My Story (Not including the more private family stuff or the really scary chapters that are the seeds of my epic)

  1. I came into this world a storyteller as the fifth of seven kids
  2. My improbable story of  survival during the 1980 eruption of Mt. St. Helens
  3. Moved to Phoenix after graduating with degrees in music and communications from WAZZU; studies that later got me featured in this business book
  4. Act II, the love story with Michele, my wife of 22 years, and the mother of our three kids
  5. Opened Park&Co in 1995 to focus on sustainable marketing and storytelling
  6. Created the world’s largest water conservation campaign, which lead Michele and I to the island of Cyprus where we taught the Turks about activating conservation outreach through a U.S. AID program
  7. Worked with the Swedes in Skelleftea at BROKK to promote a safer and greener demolition technique
  8. Our idea of sustainable marketing was featured in Stanford University’s “Social Innovation Review” magazine, and in Philip Kotler’s college textbook, “Corporate Social Responsibility, Doing the most Good for Your Company and Your Cause”
  9. The greatest lesson I learned from hiking the Grand Canyon; still the single most spectacular trip our family has ever endeavored
  10. Being recognized as the 2010 “Ad Person of the Year” by my peers, which is really a nod to the brilliant, caring people that I am fortunate to be surrounded by in our pursuit of making the world a little bit better place

I have so many more scenes ahead of me, and now, with Miler’s inspiration, I am living with greater intent to make my life’s story meaningful…warts and all.

What’s your story?

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Seven Design and Strategy Secrets for Creating a Sustainable Annual Report and Organization

The power is in the story: Social Venture Partners Arizona's Annual Report

The power is in the story: Social Venture Partners Arizona's Annual Report

Sustainability is not just about being “Green.” It’s purely about survival.

Survival for a nonprofit in this tumultuous economic environment is directly related to their ability to innovate. Adapt or die.

Here’s a story about one such nonprofit, and one way they are seeking to remain relevant that just might help you and your cause.

Last night we hosted the annual Spring Partner meeting for Social Venture Partners of Arizona. More than 100 people attended to celebrate the impact SVPAZ’s powerful venture capital approach to philanthropy is having on Arizona charities. An example of the terrific work they do is captured in this year’s “Philanthropist of the Year” award. It honored Debbie and Steve Moak, founders of Not My Kid, an organization dedicated to helping young adults overcome addiction and destructive behaviors.

Even with this great success, partner numbers in SVPAZ have taken a hit. As you can imagine, it’s difficult to attract prospects in this market. Therefore, SVPAZ has to do more with less.

That became our job when creating this year’s annual report and marketing strategy. We relied on this truism: “Survival of the fittest depends on who tells the best stories and how they tell them.”

Our Seven-Point Strategy for an Effective Annual Report and Sustainable Organization

  1. AdrionFocus on the Organisms, not the Organization: Most annual reports simply glorify the company or cause publishing the report. Instead of self gratification, we focused on the unique stories about the kids and young adults that are benefiting from the nonprofits that SVPAZ supports.
  2. Empower Your Evangelists: Just like telling a great story, interesting and unusual things command attention and get shared. Instead of a typical 16-page annual report, we created a 24″ x 20″ poster that folds down to a 5.5″ x 5.5″ square that just begs to be opened. It brings a smile to the face of the SVPAZ partner, and is every bit a reflection of their personal uniqueness and gifts, as it is a reflection of SVPAZ’s innovative approach to philanthropy.
  3. Left Brain vs Right Brain: We all know that people buy with emotion and justify their purchase with logic. As the reader unfolds the poster/report, the stories literally unfold before them to accentuate the impact SVPAZ is having on these young lives. On the back of the poster is the logical left brain stuff including financials and a partner list.
  4. Be True to the Story: Although short and sweet, our stories for each kid sticks to the time-tested architecture of a great tale: A protagonist who has a dream, and the obstacles they must overcome to achieve success. This is done with four colorful panels on the right brain emotional side of the poster. The reader is then invited into a landing page of stories on the SVPAZ website.
  5. Develop a Web Strategy for Your Annual Report: A PDF of your annual report on your website is NOT a web strategy. Our plan for the SVPAZ annual report was to drive traffic to a new site we launched for them last fall. The short stories on the printed piece intrigue the reader into visiting the “Stories” landing page where they are treated to the entire story. Each of the stories for Kevin, Selena, Adrion and Regina are featured on the site’s blog, which also fertilizes the SEO for the entire site.
  6. Don’t Forget Those Closest to You: Let’s face it, most annual reports are about impressing shareholders and attracting new stakeholders. They often overlook your most important audiences: Your employees and customers, or in SVPAZ’s case, its partnership. The stories featured both in print and online are as much about educating the current partners about the variety of nonprofits (investees) they invest in, as well as kids they actually help. This effort was expanded into a SVPAZ YouTube Film Festival, where each of the investees created a one minute film of their work.Each was celebrated during a fun Academy Award segment at the event that recognized films for “Most Online Visits” – which drives traffic to the overall site – as well as “Best Picture,” “Best Actor,” “Best Use of Music,” etc. Everyone’s a winner!
  7. Concept is King and Saves Money: By reducing the production and printing to a fraction of what the annual report used to be, and wrapping the concept in a powerful web and social media strategy, SVPAZ will experience exponential  benefit by reaching more people and prospects at a dramatically reduced cost.

If you would like to learn more from Shawn Hardy, our art director that designed the report, click here.

What can you add to the list to create an even more powerful strategy for a sustainable annual report and nonprofit organization?

For their whole stories, click on the image.

For their whole stories, click on the image.

You can download a PDF of the Social Venture Partners Arizona annual report here: SVPAZ-09-Annual Rpt

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Your Story, No Matter How Beautiful, Is Lost When Told Out of Context

I was recently asked to undertake a difficult project, which turned out to be a great gift. The CEO of a multi-national, two-billion-dollar-plus corporation requested a speech to open several company conventions around the world. These “Rallies” are often attended by upwards of 20,000 company distributors, and typically hosted in their native language. So not only did his story need to be compelling, but it also had to embrace a common human theme so it would be relevant the world over.

Please slow down, take five minutes, and let me know how this story touches you.

“Art Without a Frame”

I have what I think will be a new word for you today. It’s “Koyaanisqatsi.” (koy – yawn – ee – skot – see) The Hopi Indians of Arizona use this term to describe a “Life out of balance.”

The Hopi’s philosophy of life balance was also the theme for a Francis Ford Coppola film in 1982 about the frenetic speed of modern life. There was no script in this movie. No actors. Just the beautiful music of Philip Glass playing to film clips of modern day life sped up to represent our hurried existence.

And what have we done in the past 28 years since the debut of Koyaanisqatsi? We’ve sped up to a pace that is so great today, that I ask myself how many roses are going un-smelled? How many smiles are going un-given? How many moments are going un-appreciated, un-shared?

More recently, this drama unfolded at a subway station in Washington DC. Have you ever heard of the acclaimed violinist, Joshua Bell? He was a one-time child prodigy, and now, in his early forties, Joshua Bell is filling concert halls with his magnificent violin virtuosity accompanied by his striking good looks.

The Washington Post Magazine decided to do a social experiment. They wanted to see if beauty would transcend a cold setting of a Metro station at an inconvenient time for people on the go.

They asked Mr. Bell if he would pose as a street musician and play his magnificent music. The Post wanted to see what would happen to commuters when they bumped into a virtuoso like Bell during the course of their busy lives. Joshua gladly agreed, dressed down to fit the part of street musician, including a baseball cap that partly shaded his celebrity. Juxtaposing his common man demeanor was his $3.5 million Stradivari. And, for the next 43 minutes, the remarkable pieces by Bach, Schubert, Ponce and Massenet poured from his violin.

The greatest concern of the Post was crowd control. They were certain a “cultured” city like Washington DC would stop to listen to such great music, even as they stumble upon it in a Metro. Yet, few did stop. For 43 awkward minutes, Joshua Bell, one of the finest classical musicians of our time, a man who fills $100-dollar-a-ticket concert halls to capacity, played his heart out to a seemingly uncaring – or perhaps unaware – crowd busily getting on with their lives.

During his “Subway” performance, 1,070 people hurried by. Twenty-seven people gave money ­– most of them on the run – totalling $32 and change. Only seven people stopped to listen. And one of those actually recognized him. She commented later that she was astonished, and “blessed,” to have happened upon Joshua Bell and his brilliance just sawing away in the subway. She had seen him in concert three weeks earlier.

Can you imagine what Joshua Bell felt like performing in that Metro that day? The indifference he experienced toward his God given abilities: Gifts he was freely sharing.

Do you ever feel like Joshua Bell? After all, you ARE a virtuoso in your own right. You bring to this world remarkable talents that are uniquely your own. But do you sometimes feel they go unnoticed?

Now ask yourself what you would have done if you were one of those commuters? Would you have stopped and heard the music? Or would you have just blown on by, like 99 percent of them did?

Every time you turn away from a person, or choose to pass by without a care, you miss a work of art – Art that is literally unframed and out of context to you. You see, the real lesson learned in the Washington Metro is not that these people didn’t necessarily care about Joshua Bell and his performance. Sociologists and art critics that have studied this phenomenon agree that people didn’t engage with Joshua Bell because he was playing out of context. Had those commuters known that they were passing up a free front row seat to one of the world’s premiere classical performers, the crowd would have been decidedly larger, and probably poured out into the streets of DC.

We happen upon Joshua Bells every day in our hectic lives, and we typically don’t slow down long enough to recognize them.

  • They come in the form of strangers who desperately need our products for better health, but just don’t know it.
  • They are the ones too frustrated about un-reconciled dreams, or distracted by mounting debt, and they are blinded to the promise of Forever.
  • They are the potential new Diamond Manager in your group that looks, for now, like the harried housewife.
  • They are the neighbor that lost his job.
  • The janitor that knows there is something more in him and this world.
  • They are the misunderstood. The loud. The shy.
  • They are every new face you happen upon every day.

Say hello. Smile. And share yourself… As you know now, you have many gifts to offer.

With Forever, we often focus on health and wealth. But like a great composition by Bach, these are but our initial themes.

You, as an instrumental part of the Forever family, offer more…

You offer belonging in this unsettling world. You can bring community and caring to those who feel alone.

You offer a sense of personal worth. Most people feel devalued these days: just another number in a tumbling economy. Forever provides a new beginning, a celebration of the individual, and with it, greater self-esteem.

You offer a brighter future through structure, guidance and productivity.

You offer personal growth; the unbinding of the corporate shackles that sets free the inner entrepreneur. And with it comes the gift of discipline.

You offer grand adventure by encouraging your peers to step out of their comfort zones and daring them to lead the lives they dream of.

You offer truth.

Every person, every stranger, every passerby you come across from this moment forward, is an unframed work of art. Take the time to peer into their eyes, and ultimately their souls, and learn how you can bring beautiful music to their lives. Then play like Joshua.

One final thought. Did You know the first piece Joshua Bell played that cold January day in the Washington DC Metro was Bach’s “Chaconne,” Partita No. 2 in D Minor for solo violin?  Bell called it,

“Not just one of the greatest pieces of music ever written, but one of the greatest achievements of any man in history. It’s a spiritually powerful piece, emotionally powerful, structurally perfect.”

This remarkably difficult, 14-minute piece was written in 1720, on the eve of the European Enlightenment. Music scholars agree that it is a celebration of the breadth of human possibility.

So take a moment, close your eyes, and listen to a portion of this marvelous work, while picturing your “Life in balance.”

“Koyaanisqatsi.” (koy – yawn – ee – skot – see)

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The Best Social Media Strategy for Green Marketers is to Tell Better Stories First

…And now, the rest of the story.

Yesterday, I wrote about my adventure last year trekking through social media. What I’ve arrived at today is that sustainability officers and green marketers need to concentrate on telling compelling and authentic stories first, then create a social media strategy to share their sustainable stories with the world.

Case in point:  Scott Harrison of Charity Water.

He not only works the camera well, Scott’s entire organization and on-line presence is all about helping you share their story and getting involved. I can’t think of another socially charged organization that does a better job of giving their ideas handles. And it all begins with telling a great story first.

The  2009 results are nothing short of a storybook ending.

  • 40% company growth
  • 8.5 million dollars raised
  • New projects in Cambodia and Sierra Leone
  • 1,145 new freshwater projects added including 200 schools and 26 health clinics

I’ll leave you with a Charity Water PSA staring Jennifer Connelly.

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“Once Upon a Time…” The Four Most Formidable Words in Sustainable Marketing

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"I'll be back!"

If you have two hours to kill, would you choose to sit through a powerpoint presentation on the benefits of using all natural products to clean your office, or watch the film, “Terminator?”

Even if you’re not a big Arnold fan, don’t appreciate science fiction, and hate violence in movies, I still bet you’d be drawn to high definition entertainment over low resolution powerpoint.

This was the question I posed to a gentlemen yesterday. He showed me his ads and marketing materials laden with facts. No emotional triggers. No differentiators. No reasons why his company will help me sleep better at night. It was all about how “green” his cleaning service is.

Being “green” these days is no longer a chief brand differentiator in many industries, especially in commercial cleaning. It’s a commodity. It’s a little bit like having a neurological hospital trumpet that they have the smartest brain surgeons in town. I’m afraid in their business that having bright cranial docs is the cost of entry. They’re a commodity. And we all know what happens to commodities in our customers’ minds. Our services are devalued, get subjected to bidding wars, and our prices resemble the aftermath of a cyborg encounter.

Since people buy with emotion, then rationalize their purchase with facts, why do so many green marketers holster their most formidable weapon: Telling great stories?

Earlier this week I introduced you to Dr. Sam Ham, and his thesis of “Thematic Communication” to coax behavior change. In this second in a series of articles on his work in environmental communications, I asked Dr. Ham for his description of thematic communication.

“It’s simply a way of thinking about communication that is based on the idea that persuasion is about making people think their own thoughts.  We must provoke people to think and make their own meanings with respect to the message if we want to increase our likelihood of success over the long term.

“A ‘theme’ is simply the message.  It’s like the moral of a story, or the main conclusion a communicator would like her/his audience to draw from the message.  These morals and conclusions are meanings made between the ears of the individual.  The more strongly relevant the message is (the more it connects to what the audience — not just the communicator — already cares about, things that matter to them), the greater the likelihood they will attend to and process it.  The more they think, the more persuasive the message can be.  And if the thoughts they think are consistent with or supportive of the kind of behavior being advocated, that behavior stands a greater chance of ensuing.

“We must not try to intuit what this moral might or should be.  To enjoy our greatest chances of success, we must derive it from our ‘homework,’ which allows us to isolate the truly important beliefs our audience has about the behavior, and specifically, which of those beliefs is different between compliers and non-compliers.  Our theme needs to target those beliefs and we need to craft it, package it, and deliver it to our audiences in a compelling way, connecting it to what matters to them.

Dr. Ham included this 70-page guide, “Promoting Persuasion in Protected Areas,” that takes you through creating thematic communication in your campaign.

So if you’re selling anything from green commercial cleaning services, to top-notch brain surgeons, to a behavior change that asks visitors, “Don’t feed the animals,” start by getting your story straight. Understand what motivates your customer emotionally. Then tell a tale that makes them think and compels them to action.

I will be telling my tale about “The Cold Shoulder of Social Media” and the tendency for its contributors to write as poweproint engineers as opposed to Spielbergian storytellers as a presenter at Social Media Arizona. If you’re in Tempe, AZ, stop by the MadCap theater. I’m at noon.

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