Stories that work on social media almost always fail in a corporate boardroom. And that has created a problem, we tend to believe that what we see on social media is what storytelling is but it is not.
Let’s not forget that the success metrics for social media storytelling is reach, likes, share and comments. Success metrics for corporate storytelling is – revenue and profit or put simply, making the desired change happen in a corporate setting.
The problem with the current approach to storytelling is that it is either shared as one size fits all or for an external facing audience. As a result, strategies shared to make a connection via storytelling fails in some significant corporate environments.
The advice we get is, tell a story like this and mostly the advice is based on an assumption that we are telling a story in an inspirational speech with immense focus on emotions. If you have worked for a corporation you would know that a corporate boardroom conversation is often filled with shareholder returns, goals, target, revenue, productivity and profit. A human centric story built purely on emotions is a poor fit for the corporate boardrooms. Those who try to tell a story based purely on human emotions,are shot down and asked to get to the point.
A human centric story is not incorrect but not enough for a business driven corporate boardroom.
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