Reorganization. Fresh blood. Throwing more money at the problem. The same answers dressed in different garb have garnered the same lackluster results.
The old guard is talking cost, convenience and functionality. The new guard insists on building deeper relationships with customers. Buzzwords are flying. Fingers are pointing.
Down in the tactical weeds, that vision of scalable, sustainable revenue growth taking flight, the unified team, brand evangelists (aka, customers) touting your every move, as people breathlessly await your next announcement seems a distant dream.
Increasingly sophisticated customers, employees, investors and partners have grown wise to politicized corporate-speak. They’re responding less to sanitized messaging devoid of meaning.
“CEOs want to improve how they measure the impact of risk and the value of their innovations. This is not a substitute for everything that is measured today, but it is a way to focus as much as possible on the greatest sources of uncertainty in their business. Next, they want to do more to communicate their values and strategies to reaffirm the core emotions and value of the business. With business changing fast, customers, partners, and employees are eager to understand and participate; CEOs see this changing in their stakeholders. Ultimately the CEO must deal with both of these matters, the head and the heart, to secure the confidence of all their stakeholders to move ahead.” – 2016 Price Waterhouse Cooper CEO Survey
Story that works isn’t a story that’s random. Story that works is built on a proven structure used from Gilgamesh to Dickens to Hollywood. It places a hero at the center of a story that drives the hero to action leading to a happy ending. (Hint: The hero at the center of your story isn’t you.)
This isn’t a formula, but the form. A compelling story that connects, resonates and moves people to action has structure, rhythm and cadence. It’s music that breaks through a noisy marketplace, drawing others in to participate, to collaborate, to become invested in your success as you become invested in theirs.
A story without strategy is a story with no place to go. Chasing the latest, coolest, hippest trend isn’t a strategy. A YouTube video doesn’t close the sale for you. Another standard powerpoint presentation isn’t going to wow shareholders or potential investors. The most well-crafted business story in the world only matters when it meets your intended capable-of-taking-action audience where they are.
B2B or B2C, potential customers or investors, an individual will have at least six different channels of interactions with a brand before making a move, and will experience frustration through inconsistencies they find within those interactions. Choose the right six.
Business relies on the facts of what is. Truth tells how and why the facts are as they currently are. In the corporate environment, the brave soul who brings a problem to the light of day is viewed, not as a problem-solver, but as negative. The brave soul who brings a problem to the light of day also may suffer career-impacting consequences. Living in this sort of denial has brought many a company to a slow and lingering death.
The truth is your message is too positive. The fear of change, along with the fear of failure, prevents businesses from telling the wholestory. This is the reason your audience doesn’t trust you. Stories that inspire others are stories of overcoming obstacles. To move your audience (your hero) to action in the most powerful ways, to foster trust in your business, your story has to tell the truth.
Learn a 7-step proven communications story structure to crafting a clear, captivating and compelling stories
Determine the best strategies for your business (because telling the right story to the wrong people isn’t helpful)
Unearth the keys to building resonance and connecting with your audience emotionally (win hearts and minds and profits)
Discover how to work with designers, videographers and partners who communicate your brand visually
Master the art of execution to apply your consistent story across all touchpoints (including talent acquisition)
Learn how to put your facts, bottom line numbers and big data into story form that moves people to action
With an understanding that creativity stands at the heart of innovation, Deb has a unique ability to match creativity to strategy. Willing to take on tough challenges, her enthusiasm, energy and expertise has lead her to have a consistent positive impact on any project or organization she serves.
Deb has been an invaluable partner. Very few individuals have the ability to think strategically and creatively at the same time. Deb is one of those people. She's provided the best of all worlds -- creativity matched with intelligent strategies focused on our target audience, combined with tangible execution capabilities. Gaining in depth knowledge of our people, processes, and product, Deb brought all her talents and capabilities to bear, collaborated with our team and strengthened our brand position. The bottom line is Deb generates real results.
Deb is very creative and takes initiative in developing opportunities. She's very personable and open to ideas and running with them.
Deb has been a great value add to our team. She is very talented and professional..... responsive and results-oriented....genuinely focused on sharing our mission with a broad range of stakeholders.
Deb Owen is highly creative and excels in understanding and building relationships. We worked with Deb on the Indiana Conference For Women where she represented high profile business leaders and celebrities to the press and media. She did an outstanding job. Her energy, along with her passion for supporting other women in their success, added tremendous value to our conference.
What You'll Learn (Outline - Day One)
What You'll Learn (Outline - Day Two)
What You'll Learn (Outline - Day Three)
DEVELOPED AND DELIVERED BY
Practiced at the art of innovation and pragmatics of turning strategy into action, Deb’s strengths as both a creative + strategic thinker (a rare combination) have allowed her to utilize her knowledge of story structure to use STORY + STRATEGY to drive revenue, engagement, innovation, change and scalable, sustainable growth successfully in corporate, B2B, B2C, non-profit and small business environments for over two decades.
(Most business storytellers don’t understand story structure. And those who understand story structure don’t understand business. Deb has been a resident of both worlds, bringing them together in STORY + STRATEGY.)
Deb has worked with military and civilian leaders in the Army and Navy, and a slew of others in state and national level government. She’s worked with and for international multi-million dollar consumer electronics & telecommunications corporations, and worked one-on-one with a large number of entrepreneurs and small business owners.
She worked for a former Lt. Governor at a regional economic development organization where she developed a vision, a voice, and an innovative strategy that created a unified, cohesive region, implementing strategies that resulted in the establishment of a national presence.
Deb has garnered coverage + mentions in:
Spending a portion of her corporate life in learning & development, Deb designed and delivered a year long program based on the Toyota Production System after being trained at Toyota herself. So she understands the facets of a successful business landscape — and knows how to design programs that work.
Deb has worked on projects that included collaborating with nationally-recognized celebrities and business leaders including Kathy Ireland and Sallie Krawcheck (once considered the most powerful woman on Wall Street). And was tapped by Carolyn Kepcher, formerly of the Trump Organization and the board room of the Apprentice, to write for a project called ‘Work Her Way’ alongside the likes of Bobbi Brown, of Bobbi Brown Cosmetics, and Cathie Black, CEO of Hearst Publications that publishes ‘O’ Magazine.
If the onsite workshop leaves you enthusiastic to implement, but you find you need more execution support, there are ongoing consulting opportunities available. If you begin implementing with success, but find you need help for specific speeches, presentations, major events and campaigns, there are post-workshop options for that too.
1400 CEOs globally participated in the PriceWaterhouse Cooper survey. Those CEOs are already strengthening relationships with customers and stakeholders by aligning their company’s sense of purpose, their core story, with their operational model to build better innovation and people capabilities matched to the core goal of profitability. How much is it costing you to let them pass you by? How much profit is being lost while some team members chase down dead-ends and do work that isn’t aligned with profit? How much revenue is being missed just because people can’t hear you through the crowded clutter of the marketplace? Not doing this may already be costing you a great deal. Letting your competition get ahead of you certainly will.