Fiona Gold explains how to use storytelling strategically for business results. Start by defining what you want to accomplish, then build a narrative that connects your brand to something people care about. The right story, told to the right audience through the right channel, drives real impact.
As we've seen recently, tech has really taken off and become pervasive around the world, accelerated by the pandemic. And I think how we tell the stories is fundamental to getting them noticed. I think it comes down to, you can just tell a story for the sake of a good story. For us, what we like to do is look at better stories for bigger impact, which is our mantra. And what we mean by that is looking to see what a brand, a client, an individual wants to actually achieve from a business perspective, and then working backwards to find out how to communicate that And when I say communicate that, it's from an earned perspective, or if you say from a media perspective, it is mapping it onto the wider world, finding out why it's relevant to the wider world, and then communicating that. The other big thing for good story is also thinking about the audience, because not everyone's story will be relevant in the same way to different audiences, which is how you make sure that you land the right message in the most compelling way, in the right medium.
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