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Story First, then Storytelling

Story First, then Storytelling

Posted by on Mar 11, 2015 in News | No Comments

We have scientific studies, corporate case studies and countless thought leaders telling us that stories trump facts and stats when trying to resonate with an audience. So why won’t the storytelling craze help us? First, let’s consider the opportunity we’re trying to address. According to eMarketer, $135 billion was spent on content marketing, viral marketing and social media […]

If Tech Marketers Ran Hollywood

If Tech Marketers Ran Hollywood

Posted by on Nov 14, 2014 in News | No Comments

Seventy-four percent of technology companies have achieved something “breakthrough,” “revolutionary,” or “world class,” and 49% are leaders of their category. Hard to believe, yes, but that’s what they tell us.  I recently examined all the press releases from MarketWired’s industry feeds for Computers & Software; Telecommunications; and Electronics & Semiconductors over a 24-hour period.  I […]

The CMO as Studio Storyteller

The CMO as Studio Storyteller

Posted by on Nov 14, 2014 in News | No Comments

$135 billion will be spent on content marketing, video marketing and social media worldwide in 2014, according to eMarketer. $91 billion will be spent on watching films worldwide in 2014. Think about that.  The content marketing “industry” will be 44% larger in 2014 than the film industry. Companies aren’t becoming like movie studios in the massive amounts of […]

The Misguided Mission

The Misguided Mission

Posted by on Aug 14, 2014 in News | No Comments

A mission statement is meant to be the single most aspirational and powerful sentence a company produces, equally effective at rallying employees and encouraging outsiders. It isn’t. Why? It’s typically flawed in one of two ways: 1. It’s self-indulgent. A mission should be benefit-driven. It should speak to the impact a company can have in the world. Instead, […]

The Most Ignored Storytelling Tool in Technology

The Most Ignored Storytelling Tool in Technology

Posted by on Jul 8, 2014 in News | No Comments

  [A version of this article was recently published in Fast Company] I was recently talking to the CEO of a business intelligence company, a rather hot start-up in a hot space, who was bemoaning the lack of original marketing in his category. “You could put your hand over the logo of any business intelligence […]

The Leadingest Leaders

The Leadingest Leaders

Posted by on May 22, 2014 in News | No Comments

Here are some of my favorite “leader” descriptions from the press release sampling described in yesterday’s blog:

Tell the Truth

Tell the Truth

Posted by on May 21, 2014 in News | No Comments

For the screenwriter, authenticity is non-negotiable. The first test an audience member administers – consciously or sub-consciously – is one of authenticity. “Do I trust the credibility of the storyteller?

A New Beginning

A New Beginning

Posted by on May 12, 2014 in News | One Comment

Marketing must change faster than it is today. I don’t mean in a spend-less-on-TV-advertising, more-on-social-media kind of way. I mean truly evolve in how companies create their own brands