{"id":67726,"date":"2021-05-06T16:50:24","date_gmt":"2021-05-06T16:50:24","guid":{"rendered":"https:\/\/rockcontent.com\/?p=67726"},"modified":"2025-09-08T20:57:50","modified_gmt":"2025-09-08T23:57:50","slug":"strategic-storytelling-combining-all-models","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/strategic-storytelling-combining-all-models\/","title":{"rendered":"Strategic Storytelling: Where Business And Stories Meet \u2014 Combining All Models"},"content":{"rendered":"

First episode is here.<\/a><\/p>\n

Second episode is here<\/a>.<\/p>\n

Third episode is here<\/a>.<\/p>\n

It’s time to present a framework to simplify the creation of your company’s strategic narrative<\/a>. <\/p>\n

Of course, you can use one of the models previously presented<\/a>. I found it effective to combine and integrate the most significant elements from the models we have seen so far.<\/p>\n

Principles and elements come from the hero’s journey model, from Miller’s model (Storynomics), and have been strongly influenced by Andy Raskin’s work. <\/p>\n

The framework includes three stages that need to be completed in order to build the full narrative.<\/p>\n

\n
\"The
The Strategic Storytelling Model<\/figcaption><\/figure>\n<\/div>\n

Stage 1: Targets<\/h2>\n

The definition of your narrative’s targets represents the first stage of our framework. What you will need to define:<\/p>\n

Target Audience<\/h3>\n

It’s your audience. While it would be ideal to have one narrative for each audience, you can still address multiple audiences, as we will see in the next episode.<\/p>\n

Target Needs<\/h3>\n

It’s the buyer’s problem and pain. It’s a hidden problem that cries out for a solution.<\/p>\n

Target Actions (goals)<\/h3>\n

It’s the end result. The action we want the audience to take. If you’re telling a story to a B2B audience, you might want the buyer to contact you, request a demo, attend a further meeting, or sign a contract. <\/p>\n

If you tell a story to a B2C audience, you might want the buyer to pick up an over-the-counter item or buy from your online shop.<\/p>\n

Stage 2: Story Elements<\/h2>\n

Preparing the story’s subject requires taking three major steps:<\/p>\n

    \n
  1. Discover the core values<\/strong><\/li>\n
  2. Finalize the hero and the mentor <\/strong><\/li>\n
  3. Define the change <\/strong>vs. the problem<\/li>\n<\/ol>\n

    Discover The Core Values<\/h3>\n

    The core values are tied to the target audience’s needs, highlighted in Stage 1. <\/p>\n

    The story must align with the core values of the brand. The settings for the story could be unrelated to the product being sold, so long as the core value aligns with the brand promise. <\/p>\n

    For example, Redbull’s value is to energize sports lovers (which is Redbull’s brand promise); stories of extreme sports share the same value of the brand.<\/p>\n

    The Change vs. The Problem<\/h3>\n

    You shouldn’t start your narrative with “the problem.” When you assert that your prospects have a problem, you generally risk putting them on the defensive. <\/p>\n

    Also, your audience may be unaware of the problem or uncomfortable admitting they suffer from it.<\/p>\n

    Go with a change<\/strong> instead. When you highlight a change, you get prospects to open up about how that change affects them, how it scares them, and where they see opportunities. Most importantly, you catch their attention.<\/p>\n

    The Hero And The Mentor<\/h3>\n

    Your company is not the protagonist of the story<\/strong>. The customer is. The hero is the prospective customer. <\/p>\n

    Therefore, never kicking off any kind of narrative, including a sales email or presentation, by talking about your brand, your product, your headquarters locations, investors, clients, or anything about yourself. <\/p>\n

    You are the mentor, and your mission will be to guide the hero to the final reward.<\/p>\n

    Stage 3: The Story Design<\/h2>\n
    \n
    \"Strategic
    Strategic Narrative \u2013 Story design<\/figcaption><\/figure>\n<\/div>\n

    The story design is a simplified summary of the different frameworks presented in the previous episode, even if this model got particularly inspired by the work of Andy Raskin. <\/p>\n

    I consider the following media to deliver the story:<\/p>\n