Why does innovation fail?

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Storytelling Mojo: How to Translate New Ideas
Into Cultural Acceptance

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“Those who tell the
stories rule the world.”
- Hopi Proverb

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People don’t buy the
product, object, or brand.
They buy the story that’s
attached to it.
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‣ Humanization of business
‣ Every product needs a back story
‣ Democratization of storytelling
‣ Tribal and social identity
‣ Reinvention
5 Storytelling Trends

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MY STORY

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Title: CEO and founder of Get Storied
Focus: Transformational Storytelling
Background: Anthropologist, Social Entrepreneur
Work with: CMOs & CEOs w/ a breakthrough story
Clients: Ariba, Audubon, Bloomberg, NASA, Zappos
Teach: 20K innovators, change-makers, marketers
Offices: NYC and SF
Hi, I’m Michael Margolis

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Perpetual
misfit, nerd,
and outsider...

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Lausanne
Switzerland
Los Angeles
California
I was raised on the mean streets...
Columbus
Ohio

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Scientist/Inventor Artist/Teacher

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YOUR STORY

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Storytelling starts
with WHY.

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- What forces shaped you
- Where you were born/raised
- How your family influenced you
- What you studied in life
- What inspired your creative path
Back Story Exercise

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Storytelling Reveals
...the invisible lines of connection

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<
HOW to tell the story
>
Having a story that’s
WORTH telling

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INNOVATION

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1. No common story
2. Change is framed as judgement
3. Self-validation; self-congrats
4. Superficial emotional content
5. Underestimate culture & identity
6. People can’t find self in story
7. Big promises are not made real
Why Innovation Adoption Fails

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“You never change things by
fighting the existing reality. To
change something, build a new
[story] that makes the existing
reality obsolete.”
― Buckminster Fuller

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CA State Library
Fold-out Story Map
Future Vision Story
Use Cases of Innovation
Conversation-Starter

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Do I belong in this story?

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ORIGINS

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We’re fascinated by where
things come from.
Everything has a
back story.
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Origins Customer Product
Innovation Story - String of Pearls
Truth Empathy Vulnerability

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“Every character should
want something...even if
it’s just a glass of water.”
- Kurt Vonnegut

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Motivations:
Audience:
Stakes:
Trust:
Emotion:
Resonance:
In Service to Whom?
What’s on My Mind?
Why Should I Care?
How Can I Believe You?
Does This Feel Good?
Do I Belong in Story?
Time to Get Storied

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What’s the #1 secret to
telling your story?

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“Tell a story people can identify
with as their own, and the need to
persuade, convince, or sell them
on anything disappears.”

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QUESTIONS