BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
Creativity in Biz Conference
1. Is Your Story Big Enough?
Creativity in Business Conference, October 4, ’09
Michael Margolis, President of Get Storied
(c) 2009 Michael Margolis www.getstoried.com 1
2. How do you
get others to
believe in your story?
(c) 2009 Michael Margolis www.getstoried.com 2
4. My Dad
‣ Born in the bush of
Zimbabwe, Africa
‣ Trained as engineer,
inventor w/ 30+ patents
‣ Hobby artist - his first
painting, a self-portrait
(c) 2009 Michael Margolis www.getstoried.com 4
5. My Mom
‣ Educator and teacher
for 30+ years
‣ Designed for children’s
museums, toys, and
playgrounds
‣ Lifelong artist, painter,
children’s book writer
(c) 2009 Michael Margolis www.getstoried.com 5
6. This is Me
‣ Raised in Switzerland &
Los Angeles = now NYC
‣ Lifelong entrepreneur;
co-founding 2 nonprofits
before 22 years old
‣ I’m not a painter
(left handed and partially
color-blind)
(c) 2009 Michael Margolis www.getstoried.com 6
7. Coming of Age in a Digital World
Studied cultural anthropology,
comparative religion, and
language of business.
1998: Internet revolution.
500k tech jobs unfilled.
major societal shifts.
New global mash-up and
convergence. value-systems
and world-views colliding.
(c) 2009 Michael Margolis www.getstoried.com 7
8. So...Who Created You?
Think about who influenced/shaped your creative expression
Get up and walk across the room to find a partner
Decide on (a) teller and (b) listener
The teller has 2 min to share their story; the listener listens
Switch roles, teller has 2 min to tell story
(c) 2009 Michael Margolis www.getstoried.com 8
9. “I had to know
and understand
my own story
before I could
listen to and help
other people with
theirs.”
- Barack Obama
(c) 2009 Michael Margolis www.getstoried.com 9
10. Agenda for Today
1. Connect to Authenticity
2. Look for the Bigger Story
3. Seek Co-Creation
(c) 2009 Michael Margolis www.getstoried.com 10
11. Ideas come easy.
Getting others to
believe in those ideas is
a totally different story.
(c) 2009 Michael Margolis www.getstoried.com 11
13. NEXT: The Long Walk Home...
(c) 2009 Michael Margolis www.getstoried.com 12
14. Visionaries.
Innovators.
Entrepreneurs.
‣How do you translate
something new and different
into mainstream acceptance?
‣How do you get others to
see, care, and believe about
the same things you do?
(c) 2009 Michael Margolis www.getstoried.com 13
15. What’s one thing about
your work you’re trying to
bring into acceptance?
(c) 2009 Michael Margolis www.getstoried.com 14
16. If you’re going to have a
story, have a BIG story, or
none at all.
- Joseph Campbell
(c) 2009 Michael Margolis www.getstoried.com 15
17. Which
Story
Would
You
Rather
Be?
(c) 2009 Michael Margolis www.getstoried.com 16
18. The bigger the story,
the more room under
the tent for people to
locate themselves inside.
(c) 2009 Michael Margolis www.getstoried.com 17
19. <
HOW to tell the story
>
HAVING a story to tell
(c) 2009 Michael Margolis www.getstoried.com 18
20. What’s one thing about
your work you’re trying to
bring into acceptance?
(c) 2009 Michael Margolis www.getstoried.com 19
21. 1 2
Drucker’s Creativity
Formula
(c) 2009 Michael Margolis www.getstoried.com 20
23. Make
something
better
(c) 2009 Michael Margolis www.getstoried.com 21
24. Make Get others
something to care
better about it
(c) 2009 Michael Margolis www.getstoried.com 21
25. INNOVATION
Make Get others
something to care
better about it
(c) 2009 Michael Margolis www.getstoried.com 21
26. INNOVATION MARKETING
Make Get others
something to care
better about it
(c) 2009 Michael Margolis www.getstoried.com 21
27. INNOVATION MARKETING
? Make Get others
something to care
better about it
(c) 2009 Michael Margolis www.getstoried.com 21
28. INNOVATION MARKETING
? Make Get others
something to care
better about it ?
(c) 2009 Michael Margolis www.getstoried.com 21
29. INNOVATION MARKETING
? Make Get others
something to care
better about it ?
Brainstorm bigger versions
for both/either side
(c) 2009 Michael Margolis www.getstoried.com 21
30. People need to identify
and see themselves in
your story. Then it
becomes their story.
(c) 2009 Michael Margolis www.getstoried.com 22
31. Story is: “A fact, wrapped in an emotion that compels us to take an
action that transforms our world.” - Robert Dickman
(c) 2009 Michael Margolis www.getstoried.com 23
32. Think of your customers
or constituents.
What do they dream
about or want most?
(c) 2009 Michael Margolis www.getstoried.com 24
33. ...the same dreams we all do
(c) 2009 Michael Margolis www.getstoried.com 25
36. POP QUIZ
Perception is King
Recent study by BBMG of 2,000 consumers asked
what brands they perceive as most environmentally
and socially responsible.
(c) 2009 Michael Margolis www.getstoried.com 28
37. BEST
POP QUIZ
Perception is King
Recent study by BBMG of 2,000 consumers asked
what brands they perceive as most environmentally
and socially responsible.
(c) 2009 Michael Margolis www.getstoried.com 28
38. BEST WORST
POP QUIZ
Perception is King
Recent study by BBMG of 2,000 consumers asked
what brands they perceive as most environmentally
and socially responsible.
(c) 2009 Michael Margolis www.getstoried.com 28
39. Your brand is only as
strong as the stories that
people tell about you.
(c) 2009 Michael Margolis www.getstoried.com 29
45. The multi-million dollar renovation of Laniākea into
a Downtown Women’s Club “with a mission”
broadened the appeal and benefits of membership
Hawaii Women’s Org
‣$5MM biz transformation of community nonprofit
‣Re-invented story, linking past/future into relevance
‣Story: what it means to be a working woman
(c) 2009 Michael Margolis www.getstoried.com 34
47. INNOVATION MARKETING
? Make Get others
something to care
better about it ?
How Might Others Co-
Create with You?
(c) 2009 Michael Margolis www.getstoried.com 36
48. Storytelling is an act of
fortune-telling.
The very act of choosing
a certain story defines
potential outcomes.
(c) 2009 Michael Margolis www.getstoried.com 37
49. Continue the Story...
Complete evaluation form - provide
an email address, and you’ll receive
today’s slides and excerpt of my
Storytelling Manifesto (Oct ’09).
Become my friend - Michael Margolis
(Facebook, Twitter, Linkedin)
Email me - michael@getstoried.com
for complimentary feedback on your
evolving story
(c) 2009 Michael Margolis www.getstoried.com 38