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Casual Articles - Want to Brand? Well, Tell a Story!
Most people find financial statements identical to a foreign language. To ensure that financial statements are easier to understand, there is a set of rules and practices known as the generally accepted accounting principles (GAAP). Development of these rules provides a basic guideline accounting because I think it’s fair to say that it can get obtuse at times. There are a lot of variations to the meaning so here is the best answer. It’s the generally accepted accounting rules and procedures that are necessary to define accounting practice. Basically it’s a set of theories that accountants come to accept, and controversies are lively with some methods between accountants.Accounting is a discipline that is always growing and changing so that b
That phrase - “Once upon a time” - can be the basis for stronger corporate communications. We may not use the exact words, but the stories we tell about our products, services and companies can create the joy of being transported to a new and enhanced state of mind.
My grandfather was a master storyteller. Around the campfire or in a darkened cabin after the thunder and lightning had taken away the lights, he took our imaginations, hearts, minds and souls on many journeys; journeys with danger, heroes, excitement, laughter, sadness and, of course, fear of the ‘thump thump’ coming down the stairs. I’ve remembered those stories for 40 years. In our serious, adult, ‘the buck stops here’ world, a good story in the boardroom, ballroom.. or kit
I’m not really that old. At 54, I am surely not old enough to remember communicating by smoke signals or drums. But I am old enough that while working for a huge engineering company, I was trained as a back-up for the regular telephone operator, and that meant learning how to operate the old cord switchboard. When Centrex telephone system was introduced, I learned about that as well. Back then, women – even engineers – were all expected to type. And those in the clerical field were expected to learn at least enough about customer service, greeting customers face-to-face as a receptionist, and how to run a switchboard, that they could fill in if the regular receptionist or switchboard operator had to be away.A few years later, I learned to s
A few years ago at a conference for a large, multi-national corporation, I sat and waited for the keynote speaker. She was described in the program as a woman with all the appropriate credentials. At the podium, she said she forgot the notes for her speech and she would tell a story instead.
The grey suited crowd shifted in their chairs, glanced left and right at each other. She began by asking for the lights to be turned down and for all of us to close our eyes. She then told a story about a young girl who had lost her imagination and, if she was to survive, she would have to find it. It was a frightening and joyful journey full of pictures, metaphors, and, as the crowd came to realize, it was also full of analogies to their present business.
45 minutes later 400 people gave her a standing ovation. Some of them were crying, recognizing the little girl in themselves. They had forsaken their imaginations, and to grow, they must find and use them again. So, why do we as adults in the corporate/marketing world shy away from simple, and effective, stories? Stories are how we shape a constantly changing world. And they do last. Consider Aesop’s fables. Hans Christian Anderson. Louis Carrol. The Bible. We learn from the words, pictures and feelings they create. They touch our senses. They involve us. And they’re memorable as a result. Perhaps we shy away because we’ll be accused of being ‘childlike’? Or worse still - simple?
I think the reason is we’ve forgotten how to tell stories. We’ve been bludgeoned into believing that more information is better. The majority of communications in the corporate world suffer from... well, just way too much ‘stuff’. Stuff that never sets an anchor in our mind because it hasn’t touched us or brought our own experiences to the surface to embrace the new stuff.
The simple fact is that 'branding' is nothing more than effective story-telling.
So what makes a good story? Stories with character and plot that teach us something of value or make us question our beliefs. A good story gives us new energy, creates hope, adventure, learning, wonderment & passion. We recognize the story has added something to our life.
What can a good story do? Ask NBC. During the Atlanta Olympics they gained the largest audience EVER by telling stories about the athletes. True, gritty and touching, those stories brought in huge numbers, much of it the female audience they wanted. The advertisers were very happy. A story can affect an individual to take the next step and become involved in a variety of ways. From speaking well of a company to plunking down some cash. Open up the heart and you’ll open up the mind. That done, opening the wallet is usually the next step.
What makes a bad story? As mentioned, too much information. A client insisting EVERYTHING is told... not just enough to intrigue. Like smart investors do - sell on the way up. That means a well-told story that leaves the audience wanting to know more. And technology won’t save a bad story; not video, not print, not the Net. But well-chosen technology will be used again and again, often by the media because their job has been done for them.
How do we build a story that sends 400 people to their feet applauding? In the corporate/marketing world we first analyze our audience. Who are they? What do they know of ‘us’ or our product? What do we want them to know? What emotion do we want to touch? What do we want them to do after they’ve heard the story? Know the media you’re going to use. Is it appropriate... and is there a way to track its benefit? Is it better done at a sales conference or one-on-one?
Then structure the story. Like any brilliant piece of music, a good story has a very precise structure. The most complex of issues can be wrapped around the simplest of concepts. Don’t jump to production immediately. You’ll be spending money before you know where you’re going. As Mark Twain said: “It takes me three weeks to prepare a good impromptu speech”.
Then create the story using the media you think will work. Never be afraid to be ‘simple’. Write, create & produce your story for one person. We used to say in radio: ‘If you get one person, you’ve got them all’. Whether for print or electronic, read scripts aloud to yourself, then a colleague. Everybody needs an editor. In electronic media let the pictures tell much of the story. Don’t let it be an overwritten brochure with moving pictures. In the best corporate print materials we learn, not just about the company, but about the world the company operates in, a world that affects ‘me’ in many of the same ways. Hey, I identify with this company. We’re aligned and in this together. Fancy that!
That phrase - “Once upon a time” - can be the basis for stronger corporate communications. We may not use the exact words, but the stories we tell about our products, services and companies can create the joy of being transported to a new and enhanced state of mind.
My grandfather was a master storyteller. Around the campfire or in a darkened cabin after the thunder and lightning had taken away the lights, he took our imaginations, hearts, minds and souls on many journeys; journeys with danger, heroes, excitement, laughter, sadness and, of course, fear of the ‘thump thump’ coming down the stairs. I’ve remembered those stories for 40 years. In our serious, adult, ‘the buck stops here’ world, a good story in the boardroom, ballroom.. or kitc
Small business accounting software reviews mainly focus on contents of profit and loss account. It is also known by several other titles such as income statement, statement of earnings, statement of operations and profit and loss statement. While the balance sheet, as a stock/position statement, reveals the financial condition of a business at a particular point of time, the profit and loss account portrays, as a flow statement, the operations over/during a particular period of time. The period of time is an accounting period.Since the purpose of every business firm is to earn profit, the operations of a firm in a given period of time will truly be reflected in the profit earned by it. Thus, the income statement/profit and loss account of a fir
I think the reason is we’ve forgotten how to tell stories. We’ve been bludgeoned into believing that more information is better. The majority of communications in the corporate world suffer from... well, just way too much ‘stuff’. Stuff that never sets an anchor in our mind because it hasn’t touched us or brought our own experiences to the surface to embrace the new stuff.
The simple fact is that 'branding' is nothing more than effective story-telling.
So what makes a good story? Stories with character and plot that teach us something of value or make us question our beliefs. A good story gives us new energy, creates hope, adventure, learning, wonderment & passion. We recognize the story has added something to our life.
What can a good story do? Ask NBC. During the Atlanta Olympics they gained the largest audience EVER by telling stories about the athletes. True, gritty and touching, those stories brought in huge numbers, much of it the female audience they wanted. The advertisers were very happy. A story can affect an individual to take the next step and become involved in a variety of ways. From speaking well of a company to plunking down some cash. Open up the heart and you’ll open up the mind. That done, opening the wallet is usually the next step.
What makes a bad story? As mentioned, too much information. A client insisting EVERYTHING is told... not just enough to intrigue. Like smart investors do - sell on the way up. That means a well-told story that leaves the audience wanting to know more. And technology won’t save a bad story; not video, not print, not the Net. But well-chosen technology will be used again and again, often by the media because their job has been done for them.
How do we build a story that sends 400 people to their feet applauding? In the corporate/marketing world we first analyze our audience. Who are they? What do they know of ‘us’ or our product? What do we want them to know? What emotion do we want to touch? What do we want them to do after they’ve heard the story? Know the media you’re going to use. Is it appropriate... and is there a way to track its benefit? Is it better done at a sales conference or one-on-one?
Then structure the story. Like any brilliant piece of music, a good story has a very precise structure. The most complex of issues can be wrapped around the simplest of concepts. Don’t jump to production immediately. You’ll be spending money before you know where you’re going. As Mark Twain said: “It takes me three weeks to prepare a good impromptu speech”.
Then create the story using the media you think will work. Never be afraid to be ‘simple’. Write, create & produce your story for one person. We used to say in radio: ‘If you get one person, you’ve got them all’. Whether for print or electronic, read scripts aloud to yourself, then a colleague. Everybody needs an editor. In electronic media let the pictures tell much of the story. Don’t let it be an overwritten brochure with moving pictures. In the best corporate print materials we learn, not just about the company, but about the world the company operates in, a world that affects ‘me’ in many of the same ways. Hey, I identify with this company. We’re aligned and in this together. Fancy that!
That phrase - “Once upon a time” - can be the basis for stronger corporate communications. We may not use the exact words, but the stories we tell about our products, services and companies can create the joy of being transported to a new and enhanced state of mind.
My grandfather was a master storyteller. Around the campfire or in a darkened cabin after the thunder and lightning had taken away the lights, he took our imaginations, hearts, minds and souls on many journeys; journeys with danger, heroes, excitement, laughter, sadness and, of course, fear of the ‘thump thump’ coming down the stairs. I’ve remembered those stories for 40 years. In our serious, adult, ‘the buck stops here’ world, a good story in the boardroom, ballroom.. or kit
After a show wraps, your entire booth staff will want to leave as soon as possible. Some may even book return flights that coincide with the end of the show. Avoid laying the burden of tear-down, packing and shipping on one person. In your pre-show planning, be sure that staff time and travel allows for adequate booth tear-down, packing, and shipping.Never tear-down your booth before the show is over. This projects an unprofessional and "I can't wait to get out of here!" message to those last-minute attendees, who by the way, may have a need to hurry up and gather info about your product/service!Take care when packing up your booth – particularly with graphic panels and lighting. Trade show displays are an investment, and should be treat
What can a good story do? Ask NBC. During the Atlanta Olympics they gained the largest audience EVER by telling stories about the athletes. True, gritty and touching, those stories brought in huge numbers, much of it the female audience they wanted. The advertisers were very happy. A story can affect an individual to take the next step and become involved in a variety of ways. From speaking well of a company to plunking down some cash. Open up the heart and you’ll open up the mind. That done, opening the wallet is usually the next step.
What makes a bad story? As mentioned, too much information. A client insisting EVERYTHING is told... not just enough to intrigue. Like smart investors do - sell on the way up. That means a well-told story that leaves the audience wanting to know more. And technology won’t save a bad story; not video, not print, not the Net. But well-chosen technology will be used again and again, often by the media because their job has been done for them.
How do we build a story that sends 400 people to their feet applauding? In the corporate/marketing world we first analyze our audience. Who are they? What do they know of ‘us’ or our product? What do we want them to know? What emotion do we want to touch? What do we want them to do after they’ve heard the story? Know the media you’re going to use. Is it appropriate... and is there a way to track its benefit? Is it better done at a sales conference or one-on-one?
Then structure the story. Like any brilliant piece of music, a good story has a very precise structure. The most complex of issues can be wrapped around the simplest of concepts. Don’t jump to production immediately. You’ll be spending money before you know where you’re going. As Mark Twain said: “It takes me three weeks to prepare a good impromptu speech”.
Then create the story using the media you think will work. Never be afraid to be ‘simple’. Write, create & produce your story for one person. We used to say in radio: ‘If you get one person, you’ve got them all’. Whether for print or electronic, read scripts aloud to yourself, then a colleague. Everybody needs an editor. In electronic media let the pictures tell much of the story. Don’t let it be an overwritten brochure with moving pictures. In the best corporate print materials we learn, not just about the company, but about the world the company operates in, a world that affects ‘me’ in many of the same ways. Hey, I identify with this company. We’re aligned and in this together. Fancy that!
That phrase - “Once upon a time” - can be the basis for stronger corporate communications. We may not use the exact words, but the stories we tell about our products, services and companies can create the joy of being transported to a new and enhanced state of mind.
My grandfather was a master storyteller. Around the campfire or in a darkened cabin after the thunder and lightning had taken away the lights, he took our imaginations, hearts, minds and souls on many journeys; journeys with danger, heroes, excitement, laughter, sadness and, of course, fear of the ‘thump thump’ coming down the stairs. I’ve remembered those stories for 40 years. In our serious, adult, ‘the buck stops here’ world, a good story in the boardroom, ballroom.. or kit
Moving into an office is a big step when you run a small business or start-up, and finding the right premises in the right location and at the right price is a daunting task. Get it right, and your office premises will help you improve productivity, attract and retain good employees and give a positive impression to your customers. But get it wrong, and you could be left tied into a costly lease with premises that might not suit your needs in the future. Philip Dodson, of Office Planet explains what businesses need to do to find the right office space to meet their requirements.What Type Of Office Do You Need?Before you start the search for your office, you really need to know what type of property will be suitable for your needs.
Then structure the story. Like any brilliant piece of music, a good story has a very precise structure. The most complex of issues can be wrapped around the simplest of concepts. Don’t jump to production immediately. You’ll be spending money before you know where you’re going. As Mark Twain said: “It takes me three weeks to prepare a good impromptu speech”.
Then create the story using the media you think will work. Never be afraid to be ‘simple’. Write, create & produce your story for one person. We used to say in radio: ‘If you get one person, you’ve got them all’. Whether for print or electronic, read scripts aloud to yourself, then a colleague. Everybody needs an editor. In electronic media let the pictures tell much of the story. Don’t let it be an overwritten brochure with moving pictures. In the best corporate print materials we learn, not just about the company, but about the world the company operates in, a world that affects ‘me’ in many of the same ways. Hey, I identify with this company. We’re aligned and in this together. Fancy that!
That phrase - “Once upon a time” - can be the basis for stronger corporate communications. We may not use the exact words, but the stories we tell about our products, services and companies can create the joy of being transported to a new and enhanced state of mind.
My grandfather was a master storyteller. Around the campfire or in a darkened cabin after the thunder and lightning had taken away the lights, he took our imaginations, hearts, minds and souls on many journeys; journeys with danger, heroes, excitement, laughter, sadness and, of course, fear of the ‘thump thump’ coming down the stairs. I’ve remembered those stories for 40 years. In our serious, adult, ‘the buck stops here’ world, a good story in the boardroom, ballroom.. or kit
Incredible But True: Twelve Completely Free MBA CoursesPublishing Guidelines: You may publish my article in your newsletter, on your website or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.By S. MaurerIt seems incredible, but it is true.The old Abet Open University created his non-profit Business Technology Open University - http://business-technology.us - totally free. Its operations are supported by ads - content oriented - of companies, inside the texts of the lessons. However, Business Technology is totally independent and without any connection with any manufacturer or consultant.Its twelve free MBA courses are the following: of the story. Don’t let it be an overwritten brochure with moving pictures. In the best corporate print materials we learn, not just about the company, but about the world the company operates in, a world that affects ‘me’ in many of the same ways. Hey, I identify with this company. We’re aligned and in this together. Fancy that!
That phrase - “Once upon a time” - can be the basis for stronger corporate communications. We may not use the exact words, but the stories we tell about our products, services and companies can create the joy of being transported to a new and enhanced state of mind.
My grandfather was a master storyteller. Around the campfire or in a darkened cabin after the thunder and lightning had taken away the lights, he took our imaginations, hearts, minds and souls on many journeys; journeys with danger, heroes, excitement, laughter, sadness and, of course, fear of the ‘thump thump’ coming down the stairs. I’ve remembered those stories for 40 years. In our serious, adult, ‘the buck stops here’ world, a good story in the boardroom, ballroom.. or kitchen, can have your audience eating out of your hand.
“An’ all us other children,when the supper things is done We set around the kitchen fir an’ has the mostest fun A-listenin’ to the witch tales ‘at Annie tell about An’ the Gobble-uns ‘at gits you Ef youDon’tWatch Out!” (from Little Orphan Annie)
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