The Strategic Storyteller | Skillshare Projects



The Strategic Storyteller


The idea behind teaching the art of storytelling is continuously evolving into "strategic storytelling." How to use the art of storytelling as a unique business strategy that connects the consumer with a brand. The components I'm using to tell this story are: 

  • Once Upon a Time
  • A world view
  • Great Characters
  • Lessons learned
  • New possibility

These components were chosen to show a beginning, middle and "what's next," to the idea behind strategic storytelling and the beginning of what is now called Creative Ink Pen. 

Once upon a time...


 All great things happen in the shower, at least for me they do. I'm always near water when the ideas flow, but mainly in the bathroom. For me, it's a place of peace and tranquility. The shower is the element where things are fluid, cleansing. We cleanse ourselves in the shower, so that concept of washing away the old to make room for the new, may be the reason why things...ideas...develop so naturally for me. 

I'd been on this "kick," for lack of a better word, of authenticity. I've worked with many brands and have seen a lack of it there. Where the ideas, concepts, message, values, just weren't connected. There was no end result, nothing that resonated with the consumer. Because I am a writer, I heavily use the written medium to convey my thoughts and connect with those whom I intend to establish a relationship with. I felt it important to show small businesses (specifically) the importance of how creating what I call a "brand narrative," would help to connect, curate and design a conversation around the message they want their consumer to know about their products and services. 



From that point forward, the pen became my protagonist. The pen is a mighty weapon that can either bring life or speak death. It is through the pen that words are crafted to support, negate, persuade or inform/educate the masses. It is also through the pen that the idea of helping others better tell their stories to their public was birthed. In contrast, my antagonist is the person. Although the pen speaks the words of the person who does not have a voice, whoever has the pen controls the words. If a person has ill intent, he/she can speak the truth to a brand, or design the perfect lie.

This is why it became important for me, to show others how to leverage storytelling, as a way to always have control over their brand. 

There were some key business lessons that cross-apply into life lessons that I've learned thus far:

  1. One must always tell the audience who they are by curating the message 
  2. It is through this curated message that others will relate to your story and your brand
  3. Authenticity is the key to customer longevity
  4. The passion behind the brand should be included in the bottom line



More companies are beginning to understand the value of the story and how it impacts the way customers decide to invest and support their brands. It is my vision that the written medium isn't just seen as words, but as a visual compliment to the images and interactive media used to engage the consumer, and that more people become confident in telling their story. 


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