Donald Miller, the CEO of StoryBrand, believes in the power of storytelling, but not in the way that you might be expecting. A lot of companies will hire people like Donald to up their marketing, only to find disappointment in the lack of customer engagement. Many may wonder, what has gone wrong? We spent millions to create a marketing campaign, but with little return.
The first message Miller gives is rather stark: “Storytelling and story are the buzzwords right now in business, and I think that’s a dangerous thing.” He expressed
Miller’s approach to successful marketing is to move away from our traditional understandings. Instead, he wants audiences and readers alike, who are considering taking their marketing to the next level, to consider how our minds work.
Miller approached his presentation with warnings of buzzwords and believing in buzzwords without a strategy. So he provides two ways to approach thinking about human nature and why we function in a specific way. Nevertheless, he provides a lot of exciting views on how to breakdown what makes a good story and how we want to hear a good story.
One of Miller’s interesting stories of successful marketing is a case, where he helped a political candidate vying for the US presidency in 2016. The candidate had a strong understanding of policy and had a lot of great ideas, but they were not able to make a meaningful impact on voters. Why did this happen? To find out more and to read how to write a moving marketing story, read our Executive Summary from the 2019 Nordic Business Forum!