I love stories.

I can’t stand a speech with a denomination of structured and previsible arguments, but i can follow a story with real people during hours. I am sure you all remember a moment you were hipnotized by someone telling a story…

First, let’s do an quick experience and take a look at this video :

So inspirationnal.. the viewer-experience is great, but why ?

3 reasons.

– Stories are about people

Story directly involve humans. We can directly identify into Sean’s story. I had the feeling to be directly involved in his fight against cancer. It’s fascinating. We were all climbing the everest with him. By using a story, the arguments and values you want to support become evident.

Even if people became more and more individualist, it seems to me we still have a kind of connection with every human. A natural and true human relationship. Beyond the social classes barriers and « professional » attitudes. Beyond cultures and languages.

– Stories are about emotions

By listenning to the story, you are able to feel the emotions of the man. You will remember the feeling of Sean when he knew he had the cancer, as well as when he made his come back ! It is still a matter of identification. Those emotions are the perfect way to make people listen to you and the best way to convince them.

– Great stories are authentic

People love stories, real ones, not only advertisement stories that we immediately recognize as fake ones ! we can’t invent great stories, that’s it !

Authenticity means to respire truth.

In business, some brands have understood the importance of stories explaining its values and its DNA as a brand. It brings awareness around your startup / company. Even internally, stories videos bring power and inspiration to all your teams !

Here are some great examples :

How Innocent started. http://www.youtube.com/watch?v=aTmsYnFGRRM

How GoPro started. http://www.youtube.com/watch?v=cTf6ADRd6ls

How Toms Shoes started. http://www.youtube.com/watch?v=7MV3HWQHl1s

All companies have stories to tell, you just have to look. How the company was found ? how do the teams interact daily ? do you organize sport games ? does the company have partnership with charity associations ? what does make you unique ?

Remember : stories are the best way for people to interact and absorb messages. You will build an emotional connection with people ! They’ll understand you and support you.

You just have to look, and act !

Feel free to contact me theo@jogg.in to work on your brand.