One of the bonuses of the millionaire jetset lifestyle that we business communicators enjoy (ahem) is the pleasure of perusing airline magazines.
Virginblue, the Aussie arm of Branson’s airline empire, has a very typical magazine called – get this – ‘virginblue voyeur’.
Must have taken them hours to think it up.
But buried in this particular edition of the glossy dross that makes up every airline mag was a book review of Lori Silverman’s Wake Me Up When the Data Is Over.
Silverman apparently owns a consultancy that espouses the benefits of using storytelling in the workplace as a way of engendering ‘trust’ and that all-powerful ‘connection’ (dare I say ‘engagement‘?) betwixt employers and employees.
Says the review’s author, Shane Conroy:
Storytelling is a tool for building the myths and archetypes that brands express. Communicating your brand’s story can improve customer relevance and address competitive differentiation. What’s more, a strong brand story can help to shape organisational culture.
To which I fully concur – we are ‘story’ machines: we love to create them, we love to hear them, we love to read them. The ‘story’ is how we process information and remember it later.
Glad to see ‘storytelling’ is being touted as a viable branding and culture-assisting tool. Silverman apparently interviewed around 170 public and private sector leaders, resulting in a collection of stories and experiences rich in colour and tested in the laboratory of real life.
Has anyone bought the book, or read it? What are your views of it? Amazon reviewers seem to like it…
Says Gabrielle Dolan, the Director of One Thousand and One here in Australia:
“I found this book to be extremely useful in exploring the various applications of storytelling. As a practitioner in the field of organisational storytelling, I am always exploring various applications of the use of story. Lori’s research into how organisations have used it has really helped me in my thinking around the applications of this powerful business tool and helped me bring this learning to our Australian clients.”
Is it just me being old and crotchety, or does the phrase “bring this learning” feel like fingernails on a blackboard?
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