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Tales Worth Telling: How the Ageless Power of Stories Delivers Business Success Paul Furiga WordWrite Communications LLC C...
What makes stories so memorable? <ul><li>Characters you can’t forget </li></ul><ul><li>A challenge or triumph </li></ul><u...
The elements of a story worth telli ng <ul><li>It must be fully authentic, rooted in the reality and purpose of your busin...
Madoff: A business parable <ul><li>The story was inauthentic </li></ul><ul><li>The storyteller was a liar </li></ul><ul><l...
Southwest: A business legend <ul><li>A real “David versus Goliath” tale </li></ul><ul><li>A storyteller for the ages </li>...
Whole Foods: The middling story <ul><li>A somewhat authentic tale of heroic intent </li></ul><ul><li>A storyteller who’s o...
We find that most companies are  . . . <ul><li>Like Whole Foods </li></ul><ul><li>But they want to be like Southwest </li>...
WordWrite’s insight: StoryCrafting SM <ul><li>The Archetype </li></ul><ul><li>The questions all stories must answer </li><...
Storytelling: Your opportunity <ul><li>Storytelling works </li></ul><ul><li>What is your great,  untold story? </li></ul><...
Tales Worth Telling: How the Ageless Power of Stories Delivers Business Success Paul Furiga WordWrite Communications LLC C...
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WordWrite storytelling presentation to IABC Heritage Region 2009

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In the 21st century, the traditional cookie cutter approach to communication is dead. In a world inundated by competing information and messages, the audiences you want to reach are hungry for meaning, yet they struggle to find it. You can provide meaning by telling your story, if you tap the ageless power of storytelling. This session will employ relevant examples from well-known business cases to illustrate how storytelling is directly related to business success.

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WordWrite storytelling presentation to IABC Heritage Region 2009

  1. 1. Tales Worth Telling: How the Ageless Power of Stories Delivers Business Success Paul Furiga WordWrite Communications LLC Conference 2009 IABC Heritage Region International Association of Business Communicators Oct. 20, 2009
  2. 2. What makes stories so memorable? <ul><li>Characters you can’t forget </li></ul><ul><li>A challenge or triumph </li></ul><ul><li>A message that engages the audience </li></ul>Villain Hero
  3. 3. The elements of a story worth telli ng <ul><li>It must be fully authentic, rooted in the reality and purpose of your business. </li></ul><ul><li>It must have context and be communicated by fluent storytellers. </li></ul><ul><li>It must “read” the audience at multiple points and incorporate feedback. </li></ul>
  4. 4. Madoff: A business parable <ul><li>The story was inauthentic </li></ul><ul><li>The storyteller was a liar </li></ul><ul><li>The audience was damned, not engaged </li></ul>
  5. 5. Southwest: A business legend <ul><li>A real “David versus Goliath” tale </li></ul><ul><li>A storyteller for the ages </li></ul><ul><li>A message tuned and re-tuned to its audiences </li></ul>
  6. 6. Whole Foods: The middling story <ul><li>A somewhat authentic tale of heroic intent </li></ul><ul><li>A storyteller who’s often absent and inconsistent </li></ul><ul><li>Yet passionate commitment to customers </li></ul>
  7. 7. We find that most companies are . . . <ul><li>Like Whole Foods </li></ul><ul><li>But they want to be like Southwest </li></ul><ul><li>And they lack the storytelling insight and experience to achieve this goal </li></ul>
  8. 8. WordWrite’s insight: StoryCrafting SM <ul><li>The Archetype </li></ul><ul><li>The questions all stories must answer </li></ul><ul><li>Identify your Storytellers — then make them fluent </li></ul><ul><li>Employ the right methods to tell your story </li></ul>
  9. 9. Storytelling: Your opportunity <ul><li>Storytelling works </li></ul><ul><li>What is your great, untold story? </li></ul><ul><li>How can storytelling bring business results for you? </li></ul><ul><li>http://www.wordwritepr.com/iabc.php </li></ul>
  10. 10. Tales Worth Telling: How the Ageless Power of Stories Delivers Business Success Paul Furiga WordWrite Communications LLC Conference 2009 IABC Heritage Region International Association of Business Communicators Oct. 20, 2009

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