Through a special arrangement, presented here for discussion is a summary of a current article from Getting Personal About Business, the blog of Zahn Consulting, LLC.
As business professionals, entrepreneurs and senior executives, the movies are more than just a relaxing way to be entertained. Hollywood understands the importance and relevance of the concept of "story" to not only move people emotionally, but also to change opinions, persuade, convince, or get people to take action.
Take some of the recent Oscar nominees.
As much as people were mesmerized by the performances of Leonardo DiCaprio and Jonah Hill in "The Wolf of Wall Street," the lessons about honesty, integrity, morality and standing for something real and substantial are very apparent.
"Twelve Years a Slave" presents plenty of opportunities to scrutinize the human condition, the impact of greed on behavior, victimization, integrity, etc. Although a period piece, a closer look at the story makes it easy to see how the very same dynamics occur in contemporary society.
"Dallas Buyer's Club" and "American Hustle" speak to similar issues of greed, how people can be convinced or choose to pursue immoral pursuits, the impact on the person and others when their behaviors are to be accounted for.
But what does it mean for business?
Marketing efforts should be supplemented with (if not entirely based on) elements of "story" or context for what the business is truly focused on.
Author and sales guru Mike Bosworth recommends a focus on the following "stories" to communicate a business mission:
In order to build the trust and desire to do business together, it is essential to appeal to the desire to want to do business. Storytelling is the gateway to accomplishing that for Hollywood — and it can be for business.
How important is it for retailers to use at least some elements of storytelling in their marketing outreach?