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When worlds collideTap your internal audience to tell your best stories to the world
Steve Crescenzo • @crescenzo
www.crescenzocomm.com
The Age of Storytelling Everybody is getting better at it!
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How many people have been bored by something you are writing . . .
. . . AS YOU ARE WRITING IT!
Kleenex Brand• “Messages of Care” campaign
• Powerful, emotional videos that will make you reach for a tissue—“Get your Kleenex ready!”
• It’s not about Kleenex!
• Pulls people to their content rather than pushing it at people
• Only works if the content is superb . . . which it is
Make the important
Interesting
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Programs
ProductsProcedures
Policies
Avoid the four Deadly Ps:
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Focus on
People!
Trust your employees to get the most
powerful stories
‘Six-Word Stories’
For Sale: Baby shoes, never worn
Driving the business . . . • Senior Leadership Team did a six-
word story assignment as part of their annual strategy meeting
• CEO uses the best stories in presentations to investors
• People turned them into “story walls” in conference rooms
• Marketers use them in trade-show booths and proposals/bids to clients
MissionWhy we exist
Vision
Values
What we will achieve
How we will act
MissionWhy we exist
Vision
Values
What we will achieve
How we will act
You’ve got to keep digging• In the first layer they will be
embarrassed to talk about themselves. You have to break ground
• Second layer will be corporate platitudes. Need to make it personal
• Third layer they will start to really open up. Keep digging!
• Fourth layer: Gold!!
Take the road less traveled
Do Less and Do It Better
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Keep in touch We’d love to hear from you!
Steve Crescenzo [email protected] @Crescenzo
Cindy Crescenzo [email protected] @Creativecomms
Customized Training
Communication Audits
Vehicle Analysis
Audience Surveys
Focus Groups
Executive Interviews
Strategic Planning
Writing
Intranet Strategy
www.crescenzocomm.com