November, 2018 | Published by Anecdote - Putting Stories to Work.
Welcome to the November edition of Anecdotally. Each month we share three things: a story, a storytelling tip and an interesting article. Before we get into it, don't forget to register for our free public webinar. We go live tomorrow at4:00pm (US Pacific Time). For more information, see our events segment below. We hope you enjoy this month's content!
Reading time for this issue: 3 minutes
A STORY: Dyson innovation really sucks
Last month on our podcast, Anecdotally Speaking, Shawn shared the story of how James Dyson designed and produced the first bagless vacuum cleaner.
You can watch Shawn retell this story in 360 seconds by clicking on the image below.
You can listen to the podcast, and learn where to use this story, here.
A TIP: Story-powered retail conversations for luxury brands
Over the last six months, we’ve been approached by a number of luxury brands looking to improve their in-store sales skills. The trend prompted Shawn to write a blog post explaining where storytelling techniques can be used within a retail context.
The in-store sales approaches of luxury brands are often a variation of Connect, Dream, Try, Buy:
Connect with the client, build rapport;
Help the client Dream of luxury;
Try it on, try it out;
Buy, close the sale.
The salespersons role in creating the in-store experience is vital, yet many fail to Connect and conjure the Dream. They jump to Try and Buy.
Sharing a story and encouraging a client to share one in return is the fastest way to Connectand build rapport. Once rapport has been established, the salesperson can share additional stories in order to establish the Dream.
Depending on the client’s experience with the brand, three story types can be used to establish the Dream:
Product stories; and
Company character stories.
These story types are not only applicable to luxury brands, but to all brands.
You can read Shawn's blog post on story-powered conversations for luxury brands, and learn more about each story type, here.
AN ARTICLE: Telling a good innovation story by Julian Birkinshaw
The article acknowledges the vital role storytelling can play in communicating innovative ideas so that they are heard, understood and appreciated. Birkinshaw writes, “Storytelling has always been important in business, of course, but in today’s environment, with executive and investor attention stretched thin by information overload, the softer stuff is ever more important for getting ideas noticed.”
The article is particularly helpful as it identifies five types of innovation stories. We can look for these story types when looking for our own innovation stories:
We would like to add another story type, the mother of invention story, where invention or innovation springs from necessity.
The article falls short in providing examples of these stories. Despite its title, we’re left wondering how to tell these stories. So, we found an Anecdote story to match each story type. To find our examples, click on each type.