Developing Stories to Use in Business - Art Of Branding

In Hollywood, studio executives have story meetings to
review scripts for possible movies.

You need to have a storymeeting, too.

You?re not looking for made-up stories or
stories from a book, you are looking for stories from inside
you. You?re looking for stories from your own experience in
business or in life. You?re looking for stories that employees
on the frontlines tell you.

You want your stories to reflect your values and your
experience. You?re probably thinking, ?My life is so ordinary.?
But that?s why people will relate to it. Your stories will
connect with them and remind them of their stories. People
will only remember a few things, so tell the story that says
the most about your brand or the story that will be most
persuasive for a particular audience.

As a brand entrepreneur, you want to create a company
culture that creates more stories and memories. And you
want to make sure that you connect with employees at all
levels who have stories to tell, or to set up a mechanism so
that you find out about their stories.
Each year, Zappos asks its people to write a few
paragraphs about what Zappos? culture means to them.
Employees are encouraged to share thoughts, stories, and
photos about their personal experiences.

Zappos Culture?Book not only is a rich source of employee, vendor, and
customer stories, the book itself is a great business story
that Zappos? CEO tells about his company in talks and
interviews.

Source: http://catherinekaputa.typepad.com/art-of-branding/2012/07/developing-stories-to-use-in-business.html

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