WINNING BRANDS MANIFEST WINNING NARRATIVES

The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google

Through storytelling, outlining a huge vision, Amazon has reshaped the relationship between company and shareholder. The story is told via media outlets, especially those covering business and tech. Many of them have decided to make tech CEOs the new celebrities, giving Amazon the spotlight, center stage, and star billing anytime. Until now, the contract companies have with shareholders is: Give us a few years and tens of millions of dollars…and then we'll begin returning capital in the form of profits. Amazon has exploded this tradition, replacing profits with [begin] vision [end] and [begin] growth [end], via storytelling. The story is compelling and simple – the power couple of messaging.

• The Story: "Earth's Biggest Store."

• The Strategy: "Huge investments in consumer benefits that stand the test of time — lower cost, greater selection, and faster delivery."

An awesome book that goes into the anthropology and psychology of storytelling is "On the Origin of Stories: Evolution, Cognition, and Fiction" by Brian Boyd.

Harvard Business Review (Cambridge, MA), October 28, 2014

Provided vital points about using stories in business:

• Character-driven stories with emotional content result in a better understanding of the key points a speaker wishes to make and better recall these points weeks later.

• Stories are applicable inside organizations. For example, people are substantially more motivated by how their organization improves lives than by selling goods and services.

Our message to you is that your organization has its own story – its founding myth. An effective way to communicate transcendent purpose is by sharing that tale.

If you work for a non-profit, sports & recreation, health & wellness organization or an entrepreneur. You qualify for some free content from CINTA Learning Labs that will provide you with a description and explanation of the key components to a compelling business model narrative. Help you better conceptualize the components of your organization's business model. Give you a fresh perspective on your business value-creating activities.

References:

Why Your Brain Loves Good Storytelling. https://hbr.org/2014/10/why-your-brain-loves-good-storytelling

Why Your Brain Loves Good Storytelling – National .... https://storynet.org/why-your-brain-loves-good-storytelling/

VNTHOMAS. https://vnthomas1.blogspot.com/

Bob Morris on Scott Galloway’s The Four – Blogging on Business. https://bobmorris.biz/the-four-a-book-review-by-bob-morris