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My story I deep dived
into the star trek fandom. And it taught me a lot about how transmedia storytelling works.
One fictional technology in Star
Trek I like most: The holodeck. A four dimensional environment simulator that allows to fully immerse into fictional scenarios. ! For me the Holodeck is a perfect metaphor for stories. Stories allow us to open a door into new worlds. By using the most powerful simulation computer - our brain - we experience and learn new things. ! Star Trek for example taught me to explore new things.
And like the Holodeck is
build on technology, stories are build on structures and narrative techniques. Structures used in theater, screenwriting and game-design. Structures rarely used in commercial communication. ! I explored narrative structures as a media scientist, as a screenwriter and as a communication strategist. Using narrative techniques has become my approach to strategy.
Currently Currently I’am supporting website-creator-service
jimdo.com to build a story- team that will be responsible to empower anybody in the company to tell and contribute to the companies’ story. The team will be provide branding and editorial guidance. ! And I’am working with Protonet as a storytelling consultant. Most recently I helped the personal server firm on a record breaking 3 Million Euro crowdfunding campaign.
A crazy idea. A prototype.
No investors. A product. No marketing budget. Growing team needs alignment. Storytelling Challenges Growing user base and rising competition demand consistent branding. SUPPORTER STORY INVESTOR STORY AMBASSADOR STORY VISION STORY BRAND STORY I think every step a start-up takes towards growth is connected to a trust- winning story. And it get’s pretty hard if you need to come up with a new story every time.
Trap 1: Content Opportunism I
call the first trap ‚content opportunism‘. You tell something, you know people like. Even if it is not really connected to your business. Like this funny movie of a dog who tries to jump on a table.
Trap 2: Egocentricity The second
trap is egocentricity. You constantly talk about yourself, your goals, your challenges. „We want to change the world“ „We want to be the first in the market“…
Trap 3: The product will
do the trick. Talking about the product all the time is the third trap. It might work for a while. However people need some emotional benefit to emotionally connect to your business.
Before it has investors, customers,
profits, press coverage, or even a perfected product, every startup has at least one valuable asset: its story. ! www.inc.com/.../sara-blakely-how-i-got-started.htm
David Cohen, co-founder of Techstars
accelerator "We are trying to understand the source of the founders' passion. Why do you care so much? It might be a personal connection to the problem or just a strong vision of a diﬀerent or better world. ! If it's 'for the money' or 'because it's a big business,' that's poor motivation. It won't sustain most people through the diﬀiculties of starting and scaling a company.“
A crazy idea. A prototype.
No investors. A product. No marketing budget. Growing team needs alignment. Storytelling Challenges Rising competition enforces branding. SUPPORTER STORY INVESTOR STORY AMBASSADOR STORY VISION STORY BRAND STORY YOUR- WHY is your CORE-STORY ! If you know your WHY, your core-story, you will have a grand narrative to guide you.
A Core-Story is the (often
unconscious) basic narrative that structures why we perceive something as meaningful, how we get around in the world and how we relate to other people. It is the story you live by.
OK, it’s a little more
fuzzy in reality. The Core-Story of an enterprise* can be an experience, a certain moment in time or in a belief that shows the real purpose of the enterprise: Why are you doing it? *I’am calling it enterprise - obviously I’am a fan of the word. And also the word bridges the concepts of company, start-up and brand.
„Fast food can be fair“
The experiences that Chipotle founder Steve Ells made with the food industry , have shaped the core-story of the company.
Ali Hy Berlin. As a
child Protonet founder Ali Jelveh had to flee from Iran. This experience has shaped the product idea of a personal server and the core-story of the company: that people should be simply independent.
The Core-Story shapes and guides
the reality of their actions, products and communications. Actions Product-Design Advertising Stories Behaviour Media Do Stuﬀ Tell People Help people Inform/Entertain People (inspired by a tweet from @faris)
A story goes deeper than
a mission statement. Unlike a mission statement a core story makes you think and feel at the same time.
The Core-Story shapes and guides
the reality of their actions, products and communications. It provides meaning, coherence and alignment towards internal and external audiences. It is basis for trust and uniqueness. The Core-Story of an enterprise* can be found in an experience, in a certain moment in time or in a belief that shows the real purpose of the enterprise: Why are you doing it? A Core-Story is a basic narrative to live by.
HOW WHAT WHY Golden Circle
by Simon Sinnek, Start with why. The Golden Circle by Simon Sinnek is an easy start to search for your core story. However I have experienced in many workshops, that it is diﬀicult to answer the why question without additional inspiration and thinking.
HOW WHAT WHY Drill down
Reframe your actions into a unique and consistent story. In my experience it takes quite some time to drill down to the core and to reframe everything the start-up says or does into a consistent story.
Core Story Canvas (v.2) An
entrepreneurial tool to shape the story of an enterprise. Over the last 1,5 years I worked successfully with the Core-Story Canvas. A tool I initially developed together with Valentin Heyde. It is inspired by the Business Model Canvas. It is still in beta. Since I’m still trying to find out how it works best.
Core Story Canvas SURFACE STORY
REFRAMING WHY WHAT FOR IN COMPETITION WITH HOW (DIFFERENT BY) THEME CONFLICT BELIEF HERO ADVENTURE MAGIC WAND STAGE PRODUCT DESIGN ADVERTISING STORIESACTIONS HISTORY Answering the fields help to search for your core-story in a structured way.
Thinking about your Core-Story is
like thinking about a TV-series. You search for something that creates emotional impact, holds attention over time and is flexible enough to tell several stories on diﬀerent platforms. STORY
So ähnlich wie eine Serie….
Was hält das Konzept zusammen. Tabelle aus dem Ipad. CONFLICT Good vs. Evil BELIEF Evil is in you. HERO a chemistry teacher with cancer ADVENTURE Care for the family through drug business. MAGIC-WAND The blue meth. THEME Morale behavior Story Anchors In screenwriting there are story-anchors, that help to catch the essence of a story. STAGE Albuquerque
THEME FOOD CONFLICT INDUSTRIAL vs.
RESPONSIBLE HERO STEVE ADVENTURE Deliver “Food with Integrity“ MAGIC WAND Fresh organic ingrediences BELIEF Responsible Fast Food is possible. STAGES Restaurant Evil Food FactoriesCommunity Farms
CONFLICT Data Ownership vs. Cloud-Dependence
BELIEF „If you don’t own the technology. Technology owns you. HELD Ali ADVENTURE Simply independent. Building the world’s easiest server to give people data ownership and cloud independence. MAGIC WAND Personal Server THEME Independency STAGES Protonet HQ Makerhub Peoples Desk Hamburg Protonet Soul
A crazy idea. A prototype.
No investors. A product. No marketing budget. Growing team needs alignment. Storytelling Challenges Rising competition enforces branding. SUPPORTER STORY INVESTOR STORY AMBASSADOR STORY VISION STORY BRAND STORY YOUR- WHY is your CORE-STORY ! It’s your Core-Story that provides orientation and alignment. That makes your company special.
Protonet #Choice Crowdfunding-Campaign. CORE-STORY Campaign
Story: The cloud is in crisis. Your investment is an opportunity to give people a choice: An alternative to the cloud . Teaser Video (28k / 8%) Business-Plan Interviews Social Media Mini PM Roadshow Call to action. Genre: Crisitunity-Campaign. Investment open. Reach goal or fail Croudfunding website open.Teaser- Website 1. Act: Present-Crisis 2. Act: Show opportunity Vision of change. Theory of change. 3. Act: Take Responsibility Investment open again (unplanned). Press-Peak We planned the campaign based on the core story using the dramaturgy of a political campaign.
Story Process (beta) @Jimdo At
Jimdo we are currently working on how the story team interacts with the other teams to bring the core story to life. What are your experiences about the content- development- process?