Today the traditional way of doing business from my perspective, has at least one foot in the grave. Today’s organizations often demonstrate an inability to connect. However I believe that the ability to associate and connect is the basis for success in today’s hyper-connected world. Thanks to the Internet, people can meet and share stories globally and instantaneously like never before. The cloud is there for everyone, whereas in the old days selling your story to the world was reserved for the rich and the famous. In comes peer-to-peer storytelling.

2. TRADITIONAL MARKETING & BRANDING IS DEAD

3. Don Draper is no longer in charge

4. You are Stories !
no longer in charge
vs.
Your community is !

6. The price of a coffee
here (X) in Bar
Mundial, Lissabon?
X

7. PROGRESSION OF ECONOMIC VALUE: IT’S ALL ABOUT EXPERIENCES

8. STORIES
DRIVE COMMUNITY
& EXPERIENCES

9. YOUR
STORY

10. Valuable content
&
Stories
“COMMUNITIES ALREADY EXIST. THINK ABOUT HOW YOU
CAN HELP THAT COMMUNITY DO WHAT IT WANTS TO DO.”
Mark Zuckerberg, founder and CEO of Facebook

11. AmEx does
a lot to support
business customers

12. A COMMUNITY WITH
A COLLECTION
OF STORIES.

13. DellBusiness
YouTube channel

14. Connect business pro’s
and young entrepreneurs,
in an effort
to share skills and ideas.

15. Creating content
to educate.
Telling stories
to engage.

16. From facts and figures
To telling stories.
Twitter:
@rafstevens

17. TRADITIONAL MARKETING IS DEAD.
HERE IS NEW AGE MARKETING
CONSUMPTION SHARING
PRODUCT CONTEXT
MARKETING COMMUNITIES

18. Yahoo!/BBDO study (2012
Feb) "What's Your Story."

19. TELL ABOUT “WHY”
A
HUMAN STORY
CUSTOMERS ARE NOT RATIONAL AND LOGICAL BEINGS
THAT (ONLY) BUY ON PRICE.

20. BUT…
10 REASONS WHY CUSTOMER
EMOTIONS ARE NOT BEING
EMBRACED BY BUSINESS

21. 1. Businesses have been traditional
run by men. 2. Women are better at
understanding their emotions
than men.
3. Businesses like
logical/analytical
people. 4. Most senior people in
organisations are
50plus years old.
5. Business is
about numbers.
6. Business becomes more
7. Emotions are soft ,fluffy and complex, reinforcing this
difficult to quantify. logical approach.
8. Back in the day there was no
9. Emotions are hard to define
product saturation.
and the science is not precise.
10. Most leaders are macho types not the people
who are experts on psychology and emotions.

22. My story?
Master degree and lots of experience
in marketing blah blah
turns corporate storyteller

24. How can you use stories
in sales ?
In business a story is simply the
recounting of an event that happened to you
or to someone you know,
or even a narrative from another source
such as a movie or a book.

25. 3 types of sales stories
ORIGIN CLIENT PRODUCT
stories stories stories
Do n ’t be Sho w Be t r u t hf u l
af r a i d t o em pat hy
be v u l n er a bl e

26. 5
STORYTELLING
LESSONS

27. #1
Move your style of communication
away from being predominantly
rational and argument-based to being
a good mixture of stories
and argument.

28. #2
You are not the hero of the story;
It is not about your brand.

29. #3
Develop an awareness
of the stories
that swirl around you
every day.

30. #4
Not all content are stories.
All stories are (good) content.

31. #5
Be Truthful

32. Twitter:
@rafstevens

33. THE END
www.corporatestoryteller.be