Storytelling vs. Storydoing™
Taking storytelling to the next level
Rosemarie Ryan, Co-Founder & Co-CEO, co:
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CONSUMERS – EXPERIENCING MASSIVE AND PERVASIVE COMMODITIZATION. CEO’S -- TRYING TO PRETEND ITS NOT HAPPENING.IFA CEO OR ASPIRING CEO, DEPRESSING? MASSIVE OPPORTUNITY! BECOMING A STUDENT OF STORY/CONVEY STORY THROUGH EVERY ACTION YOU TAKE = POWERFUL (UNFAIR) COMPETITIVE ADVANTAGEDON’T THINK OF LEARNING ABOUT STORY AS A CHORE – THINK OF IT AS A PROMOTION…
YOU HAVE TO BEGIN TO ADDRESS INTERNAL PROCESS. MOST CEOS TODAY RUN COMPANIES STRUCTURED AND PROCESSED AROUND THE MEDIUM OF TVA TYPICAL INNOVATION PROCESS LOOKS LIKE THISSTORY NOT EVEN CONSIDERED UNTIL AFTER MOST OF THE CRUCIAL PRODUCT DECISIONS HAVE BEEN MADE… CLICKSTORYDOING COMPANIES PLACE MUCH DIFFERENT EMPHASIS ON STORY – AT THE CENTER
STORY BECOMES DRIVER OF -- PRODUCTS, SERVICES, EXPERIENCES, TO DO THIS YOU HAVE TO WORK DIFFERENTLY
UNDERSTAND WHY -- SIDE TRIPLOADED WORD, PARTICULARLY IN BIZ…
ENACT THEIR STORY:PRODUCTS, CUTOMER SERVICE, REWARD AND INCENTIVIZE EMPLOYEESNIMBLER, MORE EFFICIENT AND TOUGHER COMPETITORS
ANALYSIS: 42 CO’S, 7 COMMERCIAL CATEGORIES, 5 YEARS. 5 TELLERS and 1 DOER PER CAT.
STORYTELLING COMPANIES SPEND 3X TIMES MORE ON PAID MEDIA THAN STORYDOING COMPANIES
STORYDOING COMPANIES GET MUCH MORE ATTENTION IN SOCIAL MEDIAAND MENTIONS ARE CONSISTENTLY MORE POSITIVE
PRE-TAX INCOME STRONGLY FAVORS STORYDOING…And OPERATING INCOME FOLLOWS SUIT
NOT SURPRISINGLY, STOCK PRICE GROWTH IS STRONG ALSO OVER PAST 5 YEARS.SO WHAT CAN WE LEARN FROM THESE NEW COMPANIES…LETS SAY YOU WANTED TO BEGIN TO ADDRESS THIS AND CHANGE YOUR STORYDOING COMPANY INTO ONE THAT IS A BETTER STORYDOER.NO BANDAIDS