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Once upon a time – actually, since the beginning, humans have been using the power of engaging storytelling.
What does this mean for your business or corporation?
From prehistoric times, we’ve used storytelling to pass down knowledge. Survival tactics like what to eat, when to sow seed, and how to read the stars, or wisdom about who we are, why we exist, and what we stand for were all passed from generation to generation through stories. First, it was around a campfire. Then we developed written communication like papyrus scrolls. Then it spread into sculpture and fine art – all the way up until modernity with radio, TV, podcasts, and yes – even webinars!
Time and time again, storytelling has proven to be the single greatest source for handing over information, though it may have taken the form of different media.
So how should your corporation use storytelling?
If your corporation wants to gain the loyalty of your users, you have to seek out and understand their story. What story are their lives already telling? What ideal story do they want their lives to tell? Finally, how does your company and product authentically weave into that story and help them tell it? It’s not only analyzing a demographic, persona, or psychographic of your target user set – although that’s part of it. It’s going beyond to understand their entire ecosystem and the world in which their story unfolds. You must see them as a whole human entity – not just as the consumer of your product.
Then you must organize your corporate structure to live out the core of that story in how you collaborate internally and how you interact with your strategic design partners, customers, and users. The same story has to be communicated across every multi-user in your creative supply chain – and most importantly, in the products, services, and experiences you produce. The story of your product should reflect that of your end users.
But where do you find the tools to extract this essential information that starts with the end user? You have to use the tools of Industrial Design Thinking, beginning with rigorous design research. A lot of people think that Designers just make products out of thin air, but in reality, every product we design is the result of an intense, systematic process. There is a back-story to everything we do. We use tools like design research, innovation strategy, storyboarding, sketching, prototyping, all to externalize and present information to tell the story of the user and also inform that story through a product or service.
Are you ready to start telling a cohesive story through your product, brand promise, and what your corporation stands for? Join us to understand how all of these factors blend into a successful story for your business and your product – a real happily ever after.