Writing remains a powerful tool

Image via WikipediaIn my work as a storyteller, I've found that writing still accounts for a heck of a lot of getting the message across.

Take the story of The Mars Phoenix Lander, for example. NASA has a very important story to tell - the continuing exploration of our solar system. Yet it took a gifted writer to bring that message to life, as you can see in this article.

Kevin Roberts

saatchi roller
Originally uploaded by loop_oh

Just listening to Kevin Roberts on the Knowledge@Wharton podcast.

Some observations:

1. Kevin's accent, like any Brit who's spent some time in NZ then lived in America, is really fun to listen to.

2. He's demonstrated the power of lovemarks by essentially branding observations that anyone could make, and using his own considerable personal charisma.

3. He's made the mistake many make, by thinking that the iPod's success is all about branding. Yet Apple doesn't fit the mould of Lovemarks, which advocates (correctly) that brands need to cede control to the customer. He says people will choose the ipod over other mp3 players because they've mastered sensuality, intimacy and mystery. Tosh. They've dominated the market because they've made it ridiculously easy to put music on your machine, and they've made it look cool. Sensuality, yes, but most of all, I don't have to think when I sync my ipod. That's what gives it initial success in the market; after that it becomes the default term for "mp3 player" ... kind of like Google, and for exactly the same reason. Usability.

That big mistake aside, it's a very interesting interview, both for its content and as a way of studying Kevin's interview style - he's an inspiring communicator. Good story about a Coke machine and a machine gun.

And - of course - some nice words about New Zealand.

Storytelling and jobseeking

I recently posted to the WorkingStories group about the link between storytelling and recruitment.

After helping someone with their resume, I wondered if there wasn't a more powerful, even mythical way to sell talent.

Here are a few thoughts I've had since then. This is lifted from an email to someone else who asked me about storytelling and selling yourself:

it's
hard to tell your own story. Roy H Williams, the Wizard of Ads, says
it's because it's hard (if not impossible) to read the label on a
bottle... from inside the bottle!

So it always helps to get some help, whether from a professional
career counsellor or wordsmith, or just a close friend, family member
or your spouse. Someone who can give you honest, relatively objective
feedback.

It's also helpful to keep in mind the structures of the greatest
stories ever told - from ancient legends to blockbuster movies. They
generally follow what's called the Hero's Journey, and you can read
more about that in a book of the same name by Joseph Campbell. I haven't read the book myself, but have come across these principles in many workshops and seminars on storytelling.

They are:

1. The call to adventure - eg Luke Skywalker has an opportunity to get
off Tatooine and make a real difference, but...

2. Reluctance prevents him answering that call. The status quo is too
comfortable, the call is too risky. But then..

3. The inciting incident happens. Something happens that just propels
our hero into the action, almost inevitably.

4. Trials and troubles. Drama is all about conflict, and these trials
and troubles show what our hero is made of.

5. Returning with the elixir. Many mythologies have a solitary hero
returning to the status quo situation in the beginning, with something
that will make a lasting difference. For example, the holy grail,
excalibur, the fountain of youth, etc.

I've really cut these down to bare basics, but that's the kind of
formula top Hollywood screenwriters use to tell their whole story.

What on earth does this have to do with career and resumes? That's the
connection I'm trying to find. Obviously the hero's journey takes a
bit of a long time, but here's the formula I'm picking will work:

1. Problem meets passion. Who are you, where do you come from, and
what do you see about the world differently from everyone else? What
do you want to see changed in your world?

(For me, it's communication. I see so many people misunderstanding
each other, and I can see both points of view. So that's led to my
passion to communicate clearly and in a way that breaks through
stereotypes and assumptions)

2. What was your inciting incident? When did things kind of "click"
for you? Particularly in a career change time, what can you take from
your old career that will enhance your new career?

(For me, I began writing in the fields of advertising, marketing and
journalism. A few years ago I decided to focus on entertainment and
the arts instead, only to realise that the lessons learned in the arts
were incredibly powerful for marketing and communications. It's like
finding a familiar landmark through another path.)

3. What's your vision for the future? The Hero's journey shows the
hero bringing home the holy grail (etc) in the past tense, but you're
right in the middle of your journey/story. What are you going to do?
When you do it, what will be the result?

Gaming comes to Second Life

When I describe Second Life to people who've never heard of it, I say it's like a game, except it has no rules or objectives.

But that doesn't mean that individuals or companies can't introduce a little bit of game-fun.
Intel has introduced a treasure hunt into their island on Second Life - your mission is to find a jet pack, powered by two Intel chips.

Fantastic idea. If you've experienced Second Life, you'll know that simply exploring the world can while away hours. Add to that a "quest" and you've got high level engagement with customers. Nice one Intel.

Lovemarks gets it

See the comments on this old post. Great feeling.