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Which technologies will bring about the next revolution in storytelling? That was one of the main focuses of conversation at Percolate's 
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A now-neutralized Salesforce.com will find itself up against an awakened giant.
Jeremy Pollard's insight:
At last, a chess player running Microsoft. Nadella is obviously someone who likes to keep his friends close, and his enemies closer.
There are some untested assumptions in this article, but if Gene Marks is correct, Microsoft's recent manoeuvres are part of a very clever longer term play to re-insert themselves into the application heart of every business on the planet.
Bill Gates once said to me his goals were modest, that he 'just wanted a dollar from everyone on the planet" - and I now suspect his legacy lives on with the playing field a level up from operating systems and office apps.
Own the #customermachines that connect & bind - and you own the account - again. Nice move Nadella.
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The average lifespan of a top 500 company is shorter than ever. Despite this damning evidence of the inertia of big organisations, we surely must assume it is possible to change company culture.
Jeremy Pollard's insight:
Culture is the basis for both strategy (the direction & timeliness) and is also the basis of the ability to execute on strategy. Yet many companies both large and small do not understand, measure/define their culture. And it seems even fewer know how to change their culture, especially where the aspects needing change come from the leadership ethics and values. Self awareness is a rare quality, but especially in the egoist world of the bigger organizations
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As a professional who is using written content to market your products or services, you probably have many articles, special reports, and white papers. How can… Via Guillaume Decugis
Jeremy Pollard's insight:
We all gained a great communications channel when LinkedIn bought Slideshare. Once you get past update posting on LinkedIn, and posting other peoples' pictures of other peoples' quotes - posting your own actual content is a great goal (and one of my New Year resolutions)
This is a good, practical article on how to re-purpose current content into a usable format for promotion via SlideShare
Guillaume Decugis's curator insight,
June 13, 2014 6:33 PM
Following up on the piece Ally curated recently, here's the hands-on practical presentation with step-by-step tips that are easily actionable. Still unsure? Well, repurposing works and is one of the most effective lean content technique as we've documented here.
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I was watching Argo this weekend, and sure enough, after all the diplomates were saved from Iran, Tony Mendez—the hero played by Ben Affleck—is notified he received an award from the President.
Jeremy Pollard's insight:
I love the perspective provided by time. Watching 'new' trends come and go and come back again. And the 'content' storm in a teacup is another some of us have seen before. Before the interweb (gasp!) there was Direct Marketing - initially B2C but picked up by B2B companies. I first encountered DM at IBM in their 'mid-range' division. Same issues then as in Content Marketing (CM) today Failure to understand the customer, failure to deliver ideas that add value, failure to follow through on promises at engagement or delivery = well, failure! And the best designers and copywriters and database people all just did their job as solid practitioners. When did the idea that CEOs don't always write their own speeches become news? Even Presidents' speech writers are well known and much respected characters in TV shows. Take a chill-pill folks. Great artist or great copywriter? You choose - but don't act like its a new choice. A failure of historical perspective is not the sign if a great artist or a commercially savvy writer
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Jeremy Pollard's insight:
When stories are used for bad intent...
Like all tools designed for a particular result, stories get misused too.
Hammers build homes, and can hurt people.
Understanding how the brain make decisions can help persuade people to save lives with health programs, or buy unhealthy food they do not need and cannot afford...
Over the millennia storytelling has evolved from an oral, tribal cultural tool for informing, educating and entertaining - to 'trend-de jour' for marketers desperate to seen as up-to-date on the latest big thing.
And, in the darker reaches of the internet, attention grabbing headlines, suggesting a real story, make unscrupulous people a lot of money. (Ironically posted on a site that makes their money from 'gotcha' stories)
Why? Because it works. For better or worse, the human brain, and our beliefs and behaviours are often most easily triggered by stories.
Now there's a separate topic on why people fall for stories which are fake - look up 'biases' in Wikipedia for a reminder of how illogical we are.
For yourself, check in on your intent before you write or tell your next story. Why are you telling this story? What result do you intend or hope for? What benefit might your readers/listener/viewer get from their exposure?
Stories have power. How they are used is up to you...
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Every brand has a great story to tell. But please, don’t call it content. Content is crap.
Jeremy Pollard's insight:
As soon as taxi drivers talk about buying shares in a company, it's too late. The other day a cabbie asked me about Content Marketing. It's not just too late, it was never the right time to buy in to that farrago of nonsense.
Don't get me wrong.
Smart sugar water purveyors do brilliantly as event promoters - Red Bull especially is extraordinary for their self generated buzz, both in the media, to their fans as well as in the can.
Even good old Coke is now about stories to connect with their tribe.
And there are a small but growing number of B2B companies who build trusted, quality emotional then trusted connections with their prospects and customers.
But even the insiders selling the tools to create and automate 'content' often fail to get it!
I subscribe to most of the material pumped out by and around the 'content marketing' and 'marketing automation' industries.
And with a few exceptions (I've huge respect for Contently but suspect they've ended up waaaay ahead if their customers) many feel like ad/PR/media agencies trying to grab a new cloak.
And the 'digital marketing' folk are good at email delivery & competitions, but not real content. And most journalists don't get it - although a few are very very busy blogging for execs and their marketing minders.
The worst are the technology vendors. Ex CRM sales people mostly, with a few agency execs thrown in - and all failing to understand and act on the connecting aspect if the process.
One company in particular is shameless. Open an email - get a phone call. The content is old school solution selling - and the lead nurturing based on what gets opened and what the reader does seems to be non-existent.
It's all a bit like the digital version of the Pareto Principle (80:20) which online feels more like 92:08 - not an anagram but the percentage - on a good day - that pull all these moving parts together - including the slice called content.
If the industry 'experts' don't get it, what hope have their customers?
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Har placeAccording to comScore, 84.5% of the U.S. Internet audience views online videos. Videos continue to have a more significant role in the online viewing experience, and even Facebook wants to focus on v…
Jeremy Pollard's insight:
Used to be a hard place as a 'film-maker slash business strategist'
Now, this particular 'slashie' combo is the place to be.
The hardest aspect of strategy is execution. The hardest part of better process for winning work is execution. The hardest part of winning a deal is getting buy-in and execution of your win strategy with your own team, partners and then the customer.
The most powerful way to influence is to have people influence themselves. The most powerful way to trigger that sort of shift or re-framing in beliefs and perceptions is via stories. Emotions are changed by emotional media, not facts.
And the most powerful way to share stories is video. Especially now online video is so easy.
This article has B2C origins but most applies in B2B also.
And, like all good things where the time is right, all the old guidelines still apply in the new world.
1. Intent rules. Good intent is the core of good strategy, deals, stories and films/video. None of these can save bad intent. Your are buying attention with your content. Solve don't sell.
2. Connection rules. Being open, and open to the 'story' of your customers is vital. Old one-way 'broadcast' stories & video is a fail. Then & now.
3. Stories from pictures rule. Film/video is about script yes. But even deeper than your fine words is remembering its a visual medium. Think in terms of storyboards. Does your video make sense even with the sound off?
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What do rap shows, barbershop banter and Sunday services have in common? As Christopher Emdin says, they all hold the secret magic to enthrall and teach at the same time — and it’s a skill we often don't teach to educators. The science advocate (and cofounder of Science Genius B.A.T.T.L.E.S. with the GZA of the Wu-Tang Clan) offers a vision to make the classroom come alive.
Jeremy Pollard's insight:
I offer a qualified endorsement for Christopher's suggestions. Yes, don't be boring is vital. Lose the 'audience' and your message, changes will never get through.
My own workshop, training and facilitation style was driven by my own boredom at school and interminable work product launches and training sessions.
The amount of energy in the room is almost directly proportional to the energy I put in. So 'enthralling' is a big factor. But you still must have something to say once you have the attention of the room...
A great story can contain the seeds of more complex ideas. A great story can more powerfully convey with the pull of emotions a crucial aspect of a situation. But you still need a premise, a theory, a model, a skill set to convey.
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When Prezi was created in 2009, our cofounders envisioned a future where presenters would sh...
Jeremy Pollard's insight:
Five years of Prezi ? Excellent alternative, inspires many to greater creativity & interactions. #PresentingThe Future will be more real-time interaction - hand drawn diagrams via tablets & touch screens, polling & surveys built in to apps, and all across multiple locations.
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Jeremy Pollard's insight:
Another example of Perspective & Perception.
David's found pulling back and reframing understanding or perceptions helps - along being clear about the the Perceptions of others involved - especially the customer.
These 2 x are the basis for then being able to come up with effective Persuasion - and reducing conflict...
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From
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A group of physicists banned PowerPoint from forums, and they aren't the only people who say we should cut back on slide-based presentations: Others include Amazon, LinkedIn and NASA.
Jeremy Pollard's insight:
Want to interact, or just "tell'? It's poor choice of tool not the tool itself.
Look at the purpose and your objectives for a meeting, workshop or class.
"here are the emergency procedures for this facility" is pretty low on the interaction scale - use PowerPoint.
What are some new ways to better serve our customers" workshop - do NOT use PowerPoint - whiteboard or flip charts are more engaging & interactive.
Choose the medium for the process & results
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Communication-Skills Articles — How to master the art of thinking quickly on your feet; 9 steps for handling international communication; How to truly match your message to your audience.
Jeremy Pollard's insight:
How often have you embarrassed yourself with any of these?
Sometimes it's good to remember the basics of e-etiquette - no amount of corporate 'brand' or personal reputation can withstand a poorly written email
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st A story of magical beasts and a quest wrought with perils featuring colorful and cartoonish illustrations—sounds like a great idea for a children’s book, right? Well, that's exactly what digital marketing management company Tealium put together for their latest promotional B2B marketing book, “Taming the Digital Marketing Beast,
Jeremy Pollard's insight:
Best Story Wins! And this is my 'best B2B story' so far for 2014.
The compelling drama and interest of stories - aka 'once upon a time' - was documented 2,400 years ago by the Greek philosophers.
Aristotle in particular laid out certain principles in logic and persuasion, are the basis for much to todays, marketing, sales and negotiation.
So the idea of understanding and balancing logos and pathos (logic & emotion), supported by ethos (the reputation of the storyteller) has been around for several thousand years.
Today 'content' marketing is the flavour de jour for B2C marketers and an increasing number of B2B marketers and sales teams.
Which for me makes this book 'Taming The Digital Marketing Beast' a great example of the powerful role of stories in handling a lot of the communication, persuasion and sales challenges in B2B. It defines the various problems people face, puts the reader in the shoes of the character, defines some common terms - moves the buyer forward - but avoids hard sell - it builds a relationship of credibility (ethos) and beautifully balances logos and pathos.
Great job, and in my Top Ten list for 2014
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22 ways Moz uses video to help our mission, marketing efforts, community, and our team.
Jeremy Pollard's insight:
This is a great example of 3 x very powerful qualities of good story telling - especially delivered via video
Firstly, the actual content part is not as hard as it seems, provided you and your team have some deep curiosity about your topic. Being really interested, all the time, makes it easy. Just ask questions of yourselves, your team, your customers, and others equally interested. The content easily falls out of that.
Second - great stories are not about selling, they are about sharing. Yet they sell. Story telling can get very messed up when your listeners feel an ulterior motive at work. Now we all know when we subscribe or download something useful what the ultimate intent often is. But if the stories, content, ideas, advice is shared generously - trust is created, confidence is built and information can be shared back.
Lastly, this SlideShare is of itself a great example. It's OK to be self-referential - if it's actually helpful - and Moz is certainly helpful. SO don't be afraid start by something as simple as 12 x stories about how your team and customers have worked together. What was done, what was learned. As Moz says, just keep the ratio of Share to Sell right. I like 8:1 myself.
Just get started. Then be consistent
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Everyone loves a comeback story, and this year's underdog media tale may star an unlikely protagonist: print magazines. So how is this new wave of publishers making print work so well? Here are a few ways they're innovating for the modern age.
Jeremy Pollard's insight:
"Digital Schmigital - I want to hold it and turn the pages" My Dad? No a nephew declining my offer to read a chapter of a book we'd been discussing, on my iPad.
It might be a little bit of nostalgia, but the other reason multi-channel will work forever is, well, it works forever!
Don't get me wrong, I've been banging the drum evangelising digital since my IBM eBusiness days around Asia. But all the different channels can and should co-exist because after the novelty of new wears off they all find their own natural level.
A great friend of mine is in radio. Helps a lot of clients make a lot of money selling products. Has done for years. Still doing today, years after it was shunned by the cool kids. People still listen to radio - sometime snow more on digital radios, PCs and mobile devices - but the same old rules apply - irrespective of the medium.
Know your audience. Know your customers products and how they help your audience. Broker a connection.
Why should print be any different?
PS got any old jazz LPs you want to sell me?
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Amazon knows we live in a world where hardware secrets are hard to keep. Instead, it took the mystery around today's product launch and turned it up to 11.
Jeremy Pollard's insight:
Great storytelling has alway engaged an audience by what is NOT told. When we buy a book we pay to be held in suspense - to not know, and to experience the delight, the surprise - of the reveal. Jeff's following a path worn smooth over millennia - we lean forward to see what we cannot see. So why is so much marketing and content all about going straight to the end of the book and revealing the ending? I think it's because most people have lost the art of the story. And fail to remember what it's like to be the 'audience' for a campaign. Three Little Pigs marketing (We, we, we...) is boaring! (Yes that was deliberate) because it assumes the audience has no story of their own, and that they care about ours. Fail. Challenge, provoke, stir up, question, be playful - but please learn from Jeff and Amazon and don't boar us
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Byron Center High School audio-video teacher Julie VanderLaan watched senior Bret Foster’s project, a music video titled “Journey Through the Past,” and declared him prepared to create film at a professional level
Jeremy Pollard's insight:
Every great storyteller is uplifted by great teachers. And this is an inspiring story about such a great teacher.
Most companies struggling and stretching to get their story told, and provide content that fills the gap in the stories of their customers.
Understanding the time it takes to acquire and hone. storytelling skills is important reality check for marketers.
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orytellingThe audience isn't tuning out because it's bored – but rather because of a debate format that distorts the issue to the point viewers are left more confused than before.
Jeremy Pollard's insight:
Storytelling badly just makes things worse.
Here's a great example of mixing up content & delivery.
CNN think climate stories as content, are boring and no one is interested. Seems they have no idea it's their way of telling the story that is the real turn-off.
In news, bad beats good - 'if it bleeds it leads...' is the old saying. And much radio,TV & net-news relies very heavily on 'shock-jock' delivery, with the heightened (or contrived) conflict between characters, or beliefs, as their ratings 'winning' formula.
But the emotions triggered have little to do with understanding, or even with real story telling - which is about experiencing the psychological journeys of others, that remind us of our own lives, and that we can learn from.
Great storytelling is always about conflict. Between ideas, between characters - but for the purpose of entertainment, and learning, growing and ultimately becoming better people.
The addiction to conflict by 'news' media is a dangerous lie, a path that lessens the human spirit. For me it is not story telling at all. It is just stirring up trouble. Dissent for ratings.
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Luxury car manufacturer Bentley has shot a beautiful video for the company using an iPhone 5S and iPad Air.
Jeremy Pollard's insight:
Don't try this at home.... Yes, shot on an iPhone 5S. Although with $25k of frames, rack, dollies, lenses - and an experienced crew. I've shot with just a tripod & dolly and the images, when prepared with thought, can be brilliant - with just an iPhone!
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The epiphany of the hour among digital content makers is video. That's partly because it's Upfront season, a razzle dazzle bit of corny ritual wherein television networks pitch advertisers about next season's
Jeremy Pollard's insight:
Ah! The flip/flop of digital anything - but especially where ego often triumphs over value.
I don't often swing by USA Today, but Wolff's piece is great because it highlights how even the big guys can get it wrong with story-telling.
When Google/YouTube (same thing) try and stretch search expertise into story-telling leverage, they discover they are NOT the same thing.
As for advertisers 'discovering' video in the digital world, that's just like buggy manufacturers getting into LED lighting for horse drawn carts. Madison Avenue is brilliant, especially in B2C at 30 second 'stories' to create desire for stuff - online video is rarely created by sellers. Read the signs on the front gate folks, online is a community, not a bunch of people waiting to be sold to. So 'video' is NOT the issue.
Like all good story-telling, it starts with intent, some listening to and empathy with the audience, and being prepared to shape the story, and value to the audience based on feedback - not the medium used (TV, web TV, web ads with video etc etc )
Who's up who and who is paying? Stay tuned - this story beats the contrived attempts by the players I suspect.
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Cultivating the ability to experience the “geeky rapture” of metaphorical thinking and pattern recognition.
Jeremy Pollard's insight:
While many people think of Infographics as being about TELLING a story or making a point.
But, great communication starts with great questions, and listening. So interestingly, even questions - the set-up, framing, context - can benefit from being represented visually.
Some of my best workshop moments have come from questions drawn or written on a whiteboard - especially when you hand the pen over and have others frame the question!
Later, when options have been explored, a more formal visual as an Infographic is a terrific way to share the process with others.
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How can you screw your startup? Let us---and Jason Mendelson---count the ways. Mendelson is a managing director of the Foundry Group, a venture capital fir
Jeremy Pollard's insight:
A great list from Jason Mendelson - and how many are about Perspective, Perception, Persuasion, Proposals & Process?
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Funny business meeting illustrating how hard it is for an engineering mindset to cope with business
Jeremy Pollard's insight:
I've never seen anything like this myself...
But my engineering friends tell me 'welcome to my world'
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Recent research by McKinsey reveals a dramatic divergence between B2B brand messages and the characteristics that customers actually value the most.
Jeremy Pollard's insight:
Declaration: I'm anti-brand. in B2B.
Just win good deals - you end up with a good 'brand'
But I'm not convinced there is a meaningful ROI in the wasted efforts by B2B marketers to claim 'brand' has an impact on sales. And this article confirms the disconnect between 'brand' claims and buyer needs.
BTW - this 'themes' disconnect also comes out in the thousands of win strategy sessions we do at Shipley for clients - where what clients are looking for is rarely what's on the sellers website.
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Only the church could afford to write things down - then some upstart called Gutenburg cam along http://j.mp/1AqJ0oQ - now seamless interactive video will change the way we tell our stories all over again.
The printing press changed society. It shattered the old information asymmetry - and the internet (for now) is doing the same thing all over again.
Interactive video might slump back into the same basket of interesting but merely reinforcing (not revolutionary) - like 3D - once the initial hype dies down.
But the possibilities are amazing. When so much about the world is about making choices. And understanding the consequences of choices, the power of alternatives for your audience goes way beyond mere entertainment value.
Education could be transformed - the teaching of almost any subject comes to life when the participant (viewer seems too light) can interacts and understand in their own time what different approaches and techniques actually mean.
Complex product training becomes more focussed, effective and appropriate. Staff on-boarding. Facilities introductions. Real estate sales. Multi-party negotiations could involve sharing the worlds of the stakeholders to dramatically speed up and deepen the insights of the other party, and the likely common ground to meet upon.
Of course there are some big learning, production and adoption curves (I am NOT wearing a goofy headset) but as the Pepsi ad shows, delivery can be via a browser).
Stay tuned, the world just keeps getting more interesting. And the channels for telling your story, and hearing (and now interacting) with the stories of others just bumped up a notch