Confessions from a Breakfast Table

14 Monday Apr 2014

Posted by in experiences, hiSTORY

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OK, I have a confession to make.

And this is really not an easy one.

So … There is this German pop singer. I really detest his banal, friendship-book-like lyrics, his schlager music style, hate his “I am your favorite son-in-law” attitude. Gives me goose pimples on my eardrum. Kind of my Lord Voldemort of Music, he who must not be named, let alone listened to.

But then something happened and forced me to reconsider … grrrr!

Crime scene, once again, the breakfast table. Sitting together with a little spare time, on our plates all the things children do that have the potential of becoming the source for an unexpected change of perspective. The girls had been singing this song called “Lieder” (“Songs”), My Musical Lord Voldemort’s latest œuvre, for days, almost off by heart. The song had also been permeating my sensitive auricles for weeks, in shopping malls, as background purring in soap operas, or on 40+ radio stations day in, day out, perpetrating the notion that the Lord was doing it again. Ooops style.

The girls’ tweeting at the top of their voices, knowing the lyric’s word by word, if not the meaning, forced (and continues to force) me not only to damage my Spotify playlist image, but also watch the guy’s very unsubtle video on PutPat like a trillion times in a row, and listen a little closer.

Now that really ticked me off! Liquid substance coming for from my lachrymal sacks listening to this kitsch? Ah, c’mon! For no rational reason at all: The melody is mediocre, the arrangement and production middle-of-the-road pop, the lyrics far from anything poetic, intellectually ambitious or sophisticated.

BUT … Voldemort is, in these 3 minutes and 50 seconds, well, not actually telling a story, but implying one. The big story of collective memory, brought to life through a vast number of song titles from the past decades of pop culture. Every single one of these titles hints at a very different memorial story in all the different hearts and minds of its listeners, snowballing emotions that the narrator may be hoping for, but surely cannot know or predict.

It’s a cheap trick, and not particularly well done, judged with the rational part of your self, but it works, with the emotional half. If you put aside your intellectual coolness barrier and let your thoughts take this trip down memory lane. Unbiased and, yes, with the eyes of a child – which is quite fitting in the case of “Lieder”, as most listeners who allow retrogressive tears to well up here probably were in their infancy or adolescence when the mentioned songs were in the charts or en vogue, hence surfaced from the masses of music to become music for the masses and memory makers for many an individual. Including me.

The songs that “Lieder” refers to can be found in the following playlist, and I BET you, you’ll be kick starting your hippocampus within seconds, with images that are completely different from the ones that I have, but I betcha they are there, if you allow them to.

 

 

And here’s the list in words, just for the record.

So what do I take from my own personal Lieder Experience, apart from a couple of pudent tears?

Our lives are indeed made up of stories. Not facts, dates and names, it’s the stories that make all of them come to life and live on in our memories, no matter how much time has passed. We will forget the names of people we went to university with, forget the bad marks we got in school, maybe even the name of the girl who dumped us when we were 14. But we will never forget the song that was playing on the radio, on our Sony Walkman or from the loudspeakers at a youth club party when we were feeling sorry for ourselves for whatever reason. Or happy. Or whatever the feeling was. And behind every feeling, there is a story.

So whether it’s Walk like an Egyptian, When Doves Cry, Voodoo Child, Like A Rolling Stone, Just Died In Your Arms Tonight, Bochum, Don’t Let The Sun Go Down On Me, What A Wonderful World, Dancing With Tears In My Eyes, Heroes, Unbelievable, Purple Rain, Firestarter, I Will Always Love You, You Are Not Alone, Welcome To The Jungle, Personal Jesus, Insane In The Brain, When Will I Be Famous, König von Deutschland, End Of The Road, Loser, Killing In The Name Of, or Come As You Are … there’s probably a million stories secured in a million hearts and connected to one or more of these songs, maybe even one or more per specific lyric line.

And that’s the sole, but powerful beauty of “Lieder”.

No, allow me to correct myself, there is indeed another beauty to it: It makes me look forward to the day when my two little ones are big and (hopefully) interested enough in all those pearls that He-who-must-not-be-listened-to is singing about, maybe even like one or the other song or story. And probably the song “Lieder” itself will, whether I like it or not, become a new link in my chain of songs worth remembering – not because they were especially great, but because they remind me of special moments of my life.

Like sitting at the breakfast table, morning in, morning out, with two little voices of Germany listening to, watching and reciting  this tune, regardless of the tight schedule before school-kindergarden-work. And reminiscing stories, thoughts, dreams and feelings surfacing after ages of subconscious burial.

After all, with music, it’s like with important scents in our lives: Even though in hindsight they might actually stink, they take you back decades in a flash … and memory is indeed a gracious, merciful and forgiving companion.

11 Ingredients for a Successful Business Story

06 Sunday Apr 2014

Posted by in Storytrain, What is STORY?

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Here are 11 ingredients that will get you to your successful business story.

It’s a lot of hard work, but it’s worth the effort. It needs determination, honesty, and courage. The willingness to introspect, listen, experiment, learn, and optimize based on what you learn.

These ingredients, or tips, don’t necessarily need to come in the below order, nor does it suffice to go through all of them just once, over and out, success here you come! There’s a lot of inevitable repetition in these efforts, a kind of “perpetuum mobile of business story”.

Here we go:

 

Listening1. It’s listening time, the age of attention and conversation. So: Listen to your audiences. Find out who they really are. What they really need, what they want. And where and how they want it.

 

Competition2. Observe your competition. Don’t be a “Me Two”. Be different. Be authentically you.

 

Big Story3. You can only be you, if you know who you are. So: Find your big story, your identity, your character, your DNA. Again, this can only be achieved by listening. To yourself, your own organization from top bottom, left to right. To your audiences (or target groups, as you might call them). See where the delta is, where it matches, where it doesn’t. And somewhere amidst that cacophony of data: there’s your big story. Once you find it: stick to it!

 

Small Stories4. Continuously search for all the stories within and without your organization that fill your big story with proof and bring it to life – credibly and authentically, verifiably and true. No matter how small or irrelevant they may seem: They are the only currency you have that differentiates you from your competition. Messages, Brand Ambitions, Visions, and all those bullshit-bingo Whatchmacallits are interchangeable, just hot air, written by expensive agencies to make you feel special. What truly makes you special are your stories, and your people or the people who make up your target audiences, for they are your stories’ heroes. And nobody else!

 

Formula5. Become Sinatra, find your way, and then do it your way. If you believe in your idea’s brilliance and capability to tell all your stories great and small, the stories that in the end all make your big story, the accuracy of fit to your character, then go for it! Always follow The STORYCODEX of Expectation, Surprise and Change … and eliminate the taste factor. Nothing worse than management killing an idea just because they can. Because they have a position within your hierarchy that demands of you to ignore or tolerate that they don’t have a bloody clue what they’re talking about. Oh and: If these grey-suited folks demand of you to make their product the hero, remind them of the Ninth Commandment, the one about lying and false witness. A product can NEVER be a hero, and thou shalt never attempt to do so, thou will fail!

 

Pilot6. If your idea, your concept is truly brilliant, unique, something different, maybe even a little crazy: There’ll be armies of Bedenkenträger in their trenches, armed with “Buts” and “We’ve never done this before’s”. This should encourage you, not the opposite: You’re probably on the right track. To get past the army of doubters, call your project a “pilot”. Management feels comfortable with pilots, has a finite touch, limited risk and all that crap.

 

Windmills7. Once your pilot’s taken off, make no casualties, no compromises. Be resilient and consequent. The windmills of doubt and Schadenfreude will be blowing into your face from all directions. Don’t let them stop you. And find yourself a trustful companion who will stick by your side, even if one or the other of the journey’s adventures turns out to be a failure or at least different than expected. If this companion is also willing and able to tell your story and stories, a good and true storyteller, who doesn’t necessarily need to be an experts in your field of business, all the better. He (or she) just needs to understand you and be able to translate your management brand identity mission-vision-value-proposition messaging bullshit into stories somebody actually wants to hear.

 

Jacko8. Even if you’re out (or in) there alone, all by yourself: Be consistent, stick to who you are, what you believe in. Work on your own little moonwalk and surprise audiences and critiques, leave them awestruck.

 

Measure9. How do you convince critiques and Benkenträger, prove them wrong? Right: through hard facts and figures they can’t neglect or deny. Seriously, anything procurement sharks, engineers or sales guys trust more than numbers on a paper or screen or power point? So give em what they want: Develop objective KPI’s, measure every customer’s every movement and interaction with your story, present the results in a comprehensible and comprehensive way, and then: Poke your tongue at them, or – if the figures suggest so – have the guts to admit they were right, and it didn’t work.

 

Trust10. All along the way, every second of your adventure of finding yourself, understanding your competitors and your audience(s), finding all your stories great and small, finding your formula, pulling it through and sticking to your idea like Jacko to white socks … make sure you do it with someone you trust. Someone on your wavelength, with the same vision, as well as balls and management position to back you up when the FBI is up your fundament to shut your business down.

 

Invest11. Last, but oh so very not least: Every truly unique, innovative and successful business story needs … investment. Not only of money, although it needs a lot of that also, make no mistake; investment in the stories themselves, of course, but also for the stories’ marketing, as nobody is really waiting for your corporate story! But you mainly need to invest a looooot of time, and need to give your story project time to grow, like a tree: from seed to graft to full-grown plant. In a nutshell: You need Herzblut: belief, commitment, passion, and stamina.

Good luck!

The End of Advertising is the Beginning of Content Co-Creation

03 Thursday Apr 2014

Posted by in What is STORY?

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In 2009, Nike’s Simon Pestridge said:

“We don’t do advertising anymore.
We just do cool stuff.”

Of course, these words sound more far-reaching than they actually are, and Nike’s marketing activities since then imply that Pestridge was actually referring to classical “one-way” advertising only. Still: It’s a bold statement and I admire him simply for making it. And I second the way his quote from this interview with marketingmagazine.co.uk continues:

“Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people’s lives, and digital allows us to do that.”

It’s great, if a company can say that. Not too sure, if it is ever really true, that a brand doesn’t need awareness, but whatever: bold statement, deliberately and successfully provocative. But what is true (not rocket science, but a truth long evident, yet still hidden to blindfold marketers from the last century) is the fact that digital is becoming more and more important for leveraging a company’s brand awareness and reputation. One day, it may become the (main) place, but it’s not yet.

Digital in the 21st century, digital in the so-called 2.0 age of Facebook, Twitter, YouTube, LinkedIn and all the many platforms around today (and the unknown one’s that will pop up tomorrow) is not about broadcasting, about messaging, about patronizing uneducated audiences. It’s about interaction, about engagement, about openness, verifiable authenticity, and consequently about conversations. The end of the age of broadcasting and (classical one-way) advertising has long begun, as has the beginning of the age of shared content creation with audiences. Audiences meaning people, human beings with emotions and opinions, with maybe better ideas closer to your product’s true core than any single person in your marketing department could have.

This power of the crowd and its potential is still heavily unused and underrated, like diamonds laying out in the open and mistaken for plastic accessories, apparently worthless, of minor quality, maybe even dangerous. Oooh, scary!

Nike has made this move very consequently, as David Moth kindly summarized last year at econsultancy.com. The people who experience the brand (in marketing speech: target group) and wish to interact with the company and its people, are not only allowed to do just that, they are actually encouraged to do it. To become part of the brand and even help create its future perception by being an inventive part of what it does today. And not only in the digital world; Nike’s effort cross the borders of online and offline, as their audiences do, too.

Here is one of my favorites from Moth’s collection, mainly because it does exactly that: bridge the artificial gap between digital and analogue:

 

The true power of tomorrow’s communication with (and not marketing for!) people takes place everywhere where these people are, regardless of online or offline, above the stupid line or below it, internal or external, blue-collar or white-collar, or whatever artificial distinction we have made up for decades to pigeonhole he stuff we do and the people we do it for. [By the way, Nike does not limit its co-creating approach to marketing and communications, they also integrate customers in the creation process of their actual products, see here.]

Apart from having the right people with the right visions and insights around at the right time to create such a shift from glossy TV and print broadcasting to customer-engaging digitally crowd-sourced advertising, Nike has or at least claims to have one massive advantage compared to other companies, especially in the B2B area:

“We know who we are. We know what we want to achieve and we go for it 100 per cent of the time.”
Says Pestridge, again.

If only that were true for more brands. How much more courageous, engaging and entertaining would advertising and corporate communications be.

I truly believe that THIS is THE CORE and foremost homework any company needs to do: find out who they are, what their BIG STORY aka their identity is. That’s a massive undertaking that requires quite some investments, both time and budget-wise. Sometimes this undertaking is a tedious one, as it requires a lot of relentless self-reflection and open, honest introspection.

But also a great deal of listening. To people in touch with your company, it’s products, its people, its communications – everything. And once you’re through the results of these listening exercises into one data bucket, analyze them and put your cards on the table, you’ll see: It’s worth it.

Finding your BIG STORY is the prerequisite to purposeful storytelling about your brand, your people, your products – and to any truly and sustainably meaningful conversation, the best-case result from good storytelling. All corporate stories that don’t follow a company’s big story, its identity, its DNA, are just meaningless debris in the vast web space of content overload.

9TEEN16TEEN: A song that could have been sung 78 years ago …

17 Monday Mar 2014

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It’s March 23, Easter Sunday, in the year of 1916. A smoky pub in the centre of Dublin city, bursting with Irish volunteers and crown haters, the scent of men’s sweat and stout medicine; tense anticipation is in the air. Schoolmaster and legend-to-be Patrick Pearse is cutting his way through the underground crowd, accompanied by Gaelic murmur.

Pearse’s freshly thwarted demonstration of Irish resistance to British oppression for this very day is still eating away at him, but he will not let his supporters see or feel his disappointment. He is determined to make a stand against the British and their century-long occupation of Ireland, Plan B must kick in, and now’s the crucial moment, it’s giving up or “now more than ever”.

He climbs the pub’s small stage, pint and hope in hand, to address the crowd.

And this is the song he never sung. But he could have, in this very moment, and maybe he or someone else did, who knows. The song about the Easter Rising of 1916 that was never recorded, lost in the fire fight of history, never recited, forgotten until today. The song that helped mobilise the demoralised debris. The song that summed up centuries of suffering into five minutes, that brought the pub’s atmosphere to the boil. The story song that was the final spark needed to light the historical Easter bonfire, flames enough to engrave freedom as something indeed achievable into the Irish soul. A fire that lasted for only six days, but whose smoke signals reached out years into the future, forming silhouettes of an independent Ireland, the Eire that was officially constituted in 1937.

These are the improbable song’s lyrics. It could have been called “9TEEN6TEEN”:

…………….

“It’s been a thousand years and it’s so hard to tell,

More than a million tears though I should know it well.

Will anybody tell me when it did start?

Well, in fact it don’t mind as it’s been god-damn hard.

They came across the sea with a plan in their head,

And at its open end we would surely be dead.

Tried to take away our pride and annex our land,

But they never realised how we’d make our stand.

And now we’ll rise, we’re gonna rise at Easter!

We’re gonna rise, and we will make the whole world see!

We’re gonna rise, we’re gonna rise at Easter,

Cause we’re sick of all the tyranny and greed!

They took all we had, much more than we could bear,

It won’t happen again, this to you all I swear.

No more rapin’ our wives, mutilatin’ our kids

By now the only tongue they speak is the row of our fists!

So many battles won, so many children lost,

Can’t you feel a shudder in your heart rehearsing this cost.

So don’t you tell me nothing ‘bout no two in the bush,

Cause it can’t get any worse, come out and make a rush.

Just come and rise, come on and rise with me at Easter!

We’re gonna rise, and we will make the whole world see!

We’re gonna rise, come on and rise with me at Easter,

Cause we’re sick of all the tyranny and greed!

We tried the peaceful way, it only led them astray,

Out to the wilderness that reappears every day.

What was believable once is unbelievable now,

So now I give a fuck for anything they say.

We’ll chop the bloody hands that tried to kill our will,

And use them in return to show we’re living still.

So come on and chant will me the song that we all know

Cause by the time the sun will rise it will be time to go!

Time to rise, we’re gonna rise at Easter!

We’re gonna rise, rise and make the whole world see!

Come out and rise, we’re gonna rise at Easter,

Cause we’re sick of all the tyranny,

Sick of all the tyranny,

Sick of all the tyranny and greed!”

………………..

HAPPY ST. PATRICK’S DAY!

And: Cheers down the Hatch!

The Power of Story on a Sunday Morning … with Löwenzahn.

10 Monday Mar 2014

Posted by in experiences, Stories worth watching

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It was one of those Sunday mornings I love: The kids let you sleep in (relatively) long, the weather is Irish, and prevents your bad conscience from creeping in when you decide not to leave the house all day.

I trot to the breakfast table and put the espresso macchinetta onto the stove, waiting for the promising scent to fill the flat, inviting the rest of the clan to leave their caves. Table is laid, time is not an issue, I just love it.

This particular Sunday was a special one, also in another way. For my daughters, as they were able to take advantage of their parents’ laid-back, rainy Sunday mood, and watch a little TV in the kitchen. And special for me, as I more than happily interrupted the breakfast cleaning-up routine to watch a brilliant piece of self-reflexive, story-in-story narration with them, made for kids, but very fulfilling for me as well. It was an episode of one of Germany’s most renowned, most famous, and best children’s programs called “Löwenzahn” (English: Dandelion).

loewenzahnSe Dschörmens amongst my readers will know this program that started way back in 1981 very well, along with its quirky former hero Peter Lustig (English: Peter Funny) who lives in an old, cozy construction trailer in the fictitious city “Bärstadt” (English: Bear City) – and has numerous entertaining and educative adventures to master.

The series still exists, since 2006 with a new hero called Fritz Fuchs (English: Fred Fox), and every one of the so-far more than 300 episodes is worth a kid’s and a grown-up’s while, probably worth a blog post for every single one. But episode 298, which I am referring to here, is called “Geheimnissvolle Botschaften” (English: Mysterious Messages). What could also serve as a nice title for many a corporation’s annual report, is in this case true storytelling at its best, storytelling about storytelling, storytelling about telling stories, storytelling about scripts, writing and the art of language, and the value of narrative traditions. Yep, education on a Sunday morning!

…

…

It’s about kiosk owner Yasemin Saidi and her quest to unveil the mystery of an ancient-looking parcel she receives. A parcel from a far-away country, with an already faded, oriental handwriting, from no one less than her Persian grandfather who has recently passed away. The parcel contains a riddle for her to solve: Should she be able to decipher three characters from three different writing ages, there will be a treasure waiting for her, writes her granddad. She begins her treasure hunt aided by a pawky boy from next door. A hunt that leads them back to the history of storytelling, oral lore, campfire fairy tales cave paintings to the beginning of writing and further on and on through time and historical imagination.

At one point, she tries to memorize a story she loved her grandfather tell her when they were still together in Persia, but she simply can’t remember the end – much to the boy’s dismay, who is hanging to her every word. In expectation, hoping for a surprise ending, for the heroine’s fate to change for the better, but: Yasemin simply can’t remember. Until, in the end, when the two of them manage to solve the riddle and decipher the characters, they find her grandfather’s treasure … and she does remember, or better, is helped to remember: The hidden treasure is all stories her grandfather ever told her, put to paper by himself and collected in an old suitcase, preserved for her to tell and carry on – and never to forget.

…

Our Sunday morning (or was it still morning?) had come to an end, the kids were happy and entertained, their father entertained and happy. Happy that the art of storytelling, the power of language, and the value of writing are still a valued piece of children’s entertainment in the age of Subway Surfer, Lep’s World and Little Big Planet.

Thanks, Löwenzahn! 🙂

Three Arrows. Three Words. One STORYCODEX.

03 Monday Mar 2014

Posted by in Ideas, Storytrain, What is STORY?

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People often ask me: What is a story? And what isn’t?

Where to begin? Where to end? How to convey the essence of this ancient concept in a so-called elevator pitch – which is even much shorter than the infamous management summary?

Epic’s have been written, filmed, recorded about this topic. From Aristotle to McKee. All very well, all very correct. But also: all very long.

This is my elevator-pitch attempt at less-than-twitter brevity, a visualisation of story motion. Three arrows. Three words. My storycodeX in a nutshell:

herr dennehy's storycodeX

You can always apply more detail. More academia. And I’m sure I will, bit by bit.

But for me: This is it.

Agree?

Disagree?

Why?

Let me know!

cheers
herr dennehy

Stories worth watching #4: The Voyage of Sumeet and Chetna

26 Wednesday Feb 2014

Posted by in Stories worth watching

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This story literally came flying into my inbox the other day, the subject merely indicating: “British Airways is also doing personal stories now”. The sender surely seemed to know how to catch my attention … and there was no comment as to whether BA’s attempt was successful, in the sense of good-story-successful, not youtube-clicks-successful. She left that to me to find out …

Overcoming an instinctive cerebral reflex of rejection by the notion that this is probably just another ad in sheep’s (or cheap) clothing – and henceforth the source of evil that continues to insult my intelligence by insinuating authenticity while actually shouting out “CLICK HERE AND BUY ME, STUPID!” –, I followed the link anyway. And I was rewarded; in one way, not in every.

…

…

OK, there’s a decent slice from the cheesy cake mixed into this film, but: a really good story it is. And if it’s a well-told story, I do admit to being susceptible to some nice, unpatronizing cheesiness every now and again, that lets me escape from our technocratic, data- and perfomance-driven world … hmmm, maybe I’ll start a list of the best-told and produced stories that made me cry and were not good despite, but because?.

I was glad that nobody was watching when my eyes premiered this film in the office … 😉

…

What’s so good about this story?

  1. That it makes me experience the “like me” effect. Even though it’s plotted in a world completely foreign to my own. Even though the heroes’ sufferings are (on the outside) something I will (probably and hopefully) never be exposed to myself, but (on the inside) something that’s as close to my heart as Romeo and Juliet, Florentino Ariza and Fermina Daza, or László de Almásy and Katherine Clifton.
  2. That it manages to take the seemingly very specific story of an organized, yet later love-match-to-be marriage and its challenges in modern Indian life to the broader sphere of She and He. Of Love and Sacrifice. Of Desire and Deprivation. Of Longing and Letting Go. And so on. Universal themes of togetherness and separation and all the shades of grey in-between. It doesn’t matter, whether our two heroes are Indian, American, German, Chinese or African: These kinds of experiences are all the same, all over the world. We know them, and we feel them when we see them – and feel even more when we experience them as true (and I haven’t found any lead anywhere yet that this story is scripted or fake).
  3. That it clearly follows the storycodeX of Expectation, Surprise and Change in a way that is not totally surprising, granted, but despite its predictability it is convincing and true to its own inner truth. Even though I had a pretty good feeling for how the story will end, I still didn’t want to miss the satisfaction of the closure living up to my expectations. And it did.

Still … Why is this story and especially the overall British Airways campaign behind that story so very far from perfect?

  1. First of all: the music. It begins OK, adequately subtle as the story unfolds, and the hero introduces himself. But after a minute already, the unwelcome feeling creeps over me that a soundscape is about to invade my ear conch, and oh how I hate that. At minute 2:45 it almost becomes unbearable, this crescendo of paternalism, acoustically giving me the order what to feel in a couple of seconds. Again, how I hate that. Although I also hate it when it works, when my heart answers through my lacrimal glands while my brain is saying “No! Don’t! They’re just manipulating you!”.
  2. The documentary start of the film (if you ignore the fast-motion sequences, which you definitely should, they’re so eighties and boring!) maybe does not have the intention of fooling me, but it does. Because in the end it turns out to be an attempt to imitate Hollywood. Especially after minute 3:30, this becomes all too evident: slow motion, seemingly staged or at least retook scenes, too much forced effort on an image-text match. At the end and with Sumeet’s fit-to-campaign-and-landing-page-title slogan “Sometimes we have to go really far to get close”, this becomes even blunter – and leaves a bad taste in my mouth. I hate being fooled.
  3. Speaking about the campaign (the above arguments are a little prone to taste, but the following is a fact): It’s a laudable one, with a nice and true core message, showing the authentic benefits of a brand and its actions for its recipients (or more abstractly: target audience). This campaign goal surely is reached (emotionally, that is, I have no knowledge of the quantitative results apart from 1.8m YouTube views to date). But, in the end, it turns out to be just another poor attempt of deviation, pretending to want one thing (in this case: make people happy and tell a good story), when in the end it’s ever so obviously about another thing (in this case: make people book flights with BA, and not just somewhere down the Brand and Sales Funnel, that would be OK, and expected, and accepted, but RIGHT NOW, STUPID! No subtleness, no intelligent weaving of one story into a greater theme or idea.). When I enter ba.com/getcloser, I don’t (as I would have hoped for) get more content of the kind I have just seen, that is other example stories of BA’s impact on human happiness, not even a “more to come” message in case this is the first episode of a planned series. Nope, nuthin. Instead, a simple, plain, in my eyes insultingly profane flight booking page as you actually would expect at BA.com, not on its apparently os so human “get closer” campaign landing page. And then I even find out, how our happy heroes are exploited for a whole bunch of other online marketing measures such as Facebook quiz asking me (as a story seeker!) how close I am to whomever. I can even win a flight to get even closer. Can it get more right in the face? Phew. And URGH.

A shame. An insult, And a wasted chance of a sustainably credible campaign that started off so promising – with a good story.

Quote

“The Six Classic Errors of Business Story” (by James McCabe)

14 Friday Feb 2014

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Sometimes you don’t need many words to make your point.

And sometimes (or as it comes, quite frequently) others have already found better words anyway.

So why not purposefully quote them every now and again?

As in the case of the following “Six Classic Errors of Business Story” which my esteemed and valued storytelling friend and sparring partner James McCabe sent to me the other day. So, allow me to just quote and let the words speak for themselves. There’s more than just a grain of truth to them, as I could tell stories galore about from own experiences as witness and consumer of business wanna-be-story communication pieces, from sweet beginning to bitter end.

So here we go:

  1. Telling your story from the company’s view.
  2. Talking to the customer in the third person.
  3. Avoiding reality as way too “heavy”.
  4. Creating gratuitous feel-good factor.
  5. Avoiding exact detail in the search for universality.
  6. Calling rhetorical exercises “stories” when they are only directed at the mental processes.

What are your experiences? Do you agree with James? Disagree? Why?

Let me know!

This is NOT a story #1: The Dylan Chrysler Experience

10 Monday Feb 2014

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Sometimes, a man’s gotta do what a man’s gotta do. And sometimes, the world actually takes notice. Sometimes even a little too much. As in the case of Mister Robert Zimmermanns’ latest coup in a lifetime effort to alienate his lovers, re-assure his haters, and simply do everything possible to not fit into one of those boxes that our world so loves to create to get a grasp at the ungraspable: Life.

I’m talking about the new piece of advertising Dylan has allowed US car manufacturer Chrysler to produce using him as a mighty testimonial:

…

I’m neither going to chime into the (ridiculous and so 1965-Newport-Folk-Festival-like) fundamentalist fan mob’s “OMG! He’s selling out to commerce” outcries, nor will I (at least not yet, that is…) offer any half-baked analysis of why Bob is such a genius, why he’s never there, always the passenger of a slow train coming with no direction home, always already part of a new morning, heading for modern times, leaving blood on the tracks while his worshippers are still marching on desolation row towards the Gates of Folk Eden. No, others have done that before, probably better than I ever could.

Which is why it does indeed surprise me that he still actually manages to surprise, at least some, with his ambiguous “it ain’t me, babe” smile on his face. If it were up to me, he could advertise Pepsi refreshments or Victoria’s Secret ladies garments, I’d still not stop to admire the Zimmermann Phantom and his many ways of deliberate and couldn’t-care-less fanielation. Oh, he already did??? Ahh, whatever. 😉 Those two were at least entertaining, somewhat intelligently composed, and equipped with some more Dylan-esque “in-between-the-line-ness”.

No, what this here is about is my bewilderment by the fact that the Chrysler spot simply is a poor piece of pathetic advertising – and story-wise plainly sucks, because it isn’t a story, but pretends to be. And that a man, who has created himself a well-earned reputation as a musical storytellers of and about his time, agreed to be its centerpiece (I won’t call him hero in this respect, as it’s neither heroic what he’s doing or saying, nor in any way dramatic in the Aristotelian sense to make him deserve this title).

Why Chrysler is doing this, and exactly in this fashion, is clear: It’s an American company, more up-to-date American never than here, appearing desperate and back-to-the-wall-ish, seeing hopes dashing in many an economic sector; automotive, for example. They draw the marketing card of desperation (by the way: already Act II of the company’s Drame du Deséspoir after Act I where they threw Dirty Harry into the ring two years ago): Take a well-known, respected, but still a little controversial celebrity (you know they’ll love or hate him for this!), use clichemotional imagery of what makes America’s nerves shake (no way to err with cheerleaders and cowboys on horses in slow-mo, a little stars and stripes and historical analogies, babies and hard-working factory laborers!), polarize and tease your rivals a little (not too much, just a little to add spice to the saltless soup and give the regulars’ table something to talk about), and end with the all-too-expected “Wir sind wieder wer!” message stolen from se Germans in 1954. Oh, and not to forget: Pay millions to place this ad in front of the world’s eyes at the Super Bowl finale – where reach really still means conversion and conversation. About what, that’s another question.

Why Bob Dylan is doing this, Alias knows. Maybe to escape from the burden of being witty, erudite, convoluted, and the role model of more than one generation all the time, into the shallowness and immediacy of corporate advertising every now and again? Maybe just for the fun of acting while actually being an actor and not a singer-songwriter? Maybe for the dosh? Maybe, maybe, maybe … who cares? I don’t.

But what I do care about being insulted by bad ads and videos and films that pretend to be stories. Why do I think this one is so bad, may have become obvious above, below and in between these lines so far, but a friend of mine recommended I add a kind of management summary at the end of my posts to avoid the feeling of “Wow, that was interesting, but, err, what was it about again?”. So here it is, my dear Performance Passionist: 😉

  1. Nothing’s happening. Nothing’s changing. It’s simply boring. I wouldn’t want to watch it to the end without all the media fuzz about and Bob Dylan in it. I would leave the latest after 30 seconds.
  2. No surprise. No one manages to surprise me here, and seems like no one even wants to. The surprise of seeing Bob Dylan make-up-ed and hair-dyed after 18 seconds is the only surprise you get – and I’m left with the fear that the analogy of Dylan not holing any ball at the end might have a deeper meaning. A message triangle gone video.
  3. No hero, no plot. There is no hero, only a narrator narrating through a non-existent plot. But actually narrator Dylan ain’t telling, he’s just talking, saying things that only scratch the surface of America’s story and the story of every American shown in these two minutes. Shallow and predictable. And don’t mistake the narrator for the hero, neither the story-immanent one nor the one you think you’re seeing. It’s only Bob (whoever that is) playing someone else.
  4. No expectation. Neither within nor without this advertisement am I expecting anything, let alone more – and arousing no expectation is the worst mistake being made here. The fact that nothing is happening could, however, be countered by the tension and expectation of what might happen AFTER the short scene just shown. As it was actually quite successfully attempted in Dylan’s Victoria’s Secret spot in 2009, or in last year’s Louis Vuitton spot with David Bowie. Both not stories per se, but the beginning act of a potential plot continuation, a story teaser, making me expect more to come, wanting to know, if and how this scene continues. Not so with The Chrysler Boredom.

The only chance this spot has for a longer-term success and more sustainable, content-based conversations (beyond the “Have you seen the latest Super Bowl ad with Dylan?” reflex) about the big theme the ad is suggesting (“The people of America and their love to manufacture something with their own hands that provides a living for their families and a sense of pride to be giving the world something it wants, needs, and maybe even copies”), is a prolongation of this mere advertising pretension into the digital space.

A prolongation that includes every little story of every single potential hero in this two-minute film. The young lady wrapped in the Stars and Stripes at second 0:08. The grateful-looking old man at second 0:14. The waitress serving him. The mother with her(?) child at second 0:54. The factory worker at minute 1:04. Or any of the men standing behind the pool table like tin soldiers at the end. These stories, if indeed they exist, would prove that the above big-story suggestion is not just advertising bullshit, that the company able to pay so much money for production and airing of this ad actually is capable of lighting the spark of pride in these peoples’ hearts. That it maybe even manages to help improve their lives. Most importantly, this would prove that they’re not all just casted models for a seemingly authentic TV spot.

… And then there would be the story of this old man with the dyed hair who wants us to believe that he is who he seems to be, that he is actually someone we know, someone like you and me, and not just some Alias playing a role in innocent Billy the Kid’s endless fight against the unjust hands of some imported Pat Garret imitation …

That would be a story. A completely different one. One that many have tried to tell, but no one really knows.

The Storytrain Manifesto: the end of corporate messaging as usual.

04 Tuesday Feb 2014

Posted by in Ideas, Storytrain

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15 years down the virtual road, it’s time to take the Cluetrain Manifesto to the next level.

cluetrain wordle, created by Tobias Dennehy on wordle.net

Back in 1999, it predicted “the end of business as usual”, caused by “a powerful global conversation [that] has begun through the Internet.” Talking a lot about why “markets are conversations and getting smarter”, “markets that consist of human beings”, conversations that need to be “conducted in a human voice [which is] unmistakably genuine [and] can’t be faked.”

About the fact that these “markets [actually] want to talk to companies.” And about the genuinely human constituents of these markets who will only talk to any company or institution on one condition:

“If you want us to talk to you, tell us something. Make it something interesting for a change.”

Tacitly accepting the risk of redundancy and repetitiveness here: I truly believe that this “something interesting” is the core of the Cluetrain Manifesto. A core without which the conversations that these markets are about, would be impossible.

Why?

Thesis 75 not simply states or claims something, or tells corporations what to change, which many of the other theses do in an at times slightly patronizing way; it actually hints into the direction of how to solve the corporate dilemma posed by the internet and social media paradigm shift.

This “something interesting” is, has always been, and will always be: STORY.

The right story told to the right people at the right time and in the right way will create open ears, open minds, loyalty and stickiness on the sides of the people you’re talking to. Even if it’s just one single person who is more open and susceptible to what you have to say than before you said it, and that’s the one single person you want to reach – isn’t that a beautiful thing?

I mean, let’s be honest: It’s not always about the mass of anonymous, meaningless Facebook friends or the 10 million views on your YouTube video that makes communications efforts successful – even though we all love to pretend otherwise in our “Oh my project was such a great success” power-point attacks on human intelligence. It’s what happens AFTERWARDS that proves if there’s any meaningful outcome to what we said, wrote or showed. [Side note: Do you know how long you need to watch a video on YouTube before the platform counts your action as a ‘view’? FIVE seconds. So much for that as a relevance KPI! Ha!]

So, what does it take to make your train of stories not only leave the station on the right platform and the right track, but also pick up passengers along the way who really like the direction you’re going and actually want to follow you?

A Storytrain that ideally never reaches its final destination, but gathers many a compelling story and fellow storytellers and passengers along the way?

A Storytrain that never returns home, but bit by bit is actually driven by its passengers to destination unknown, merely aiming at never-ending on a dead-end track?

Find it out when you jump on the bandwagon of The Storytrain Manifesto RIGHT HERE at storytrain.org.

Become a passenger, blind or seeing. Be my guest. My co-pilot. My chief guard. Help me make this work! Thanks. 🙂