How to find your TRUE narrative

How to find your TRUE narrative

How to find your TRUE narrative 370 218 Shlomi Ron

Most likely if you rewind back enough your career reel, you’ll find a long ring of stories that could clue you into your TRUE narrative today [highlight to tweet].

In my case, I have recently bumped into this 2002 article “Inject Some Fun and Games Into Advertising”  I published on DMnews, spreading the gospel of “advergaming” (AKA branded content in videogames). The article stemmed from the results of my Master’s thesis about the same topic.

You can easily see that a videogame is just another “visual media container” for engaging audiences in an interactive visual storytelling experience.

Your story’s reflection on your audience is more important
than your intent. So plan well!

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Two observations:

1) These days, as you may know, I’m spreading the gospel of visual storytelling in marketing. So those early seeds of interest were always there.

If you’re debating your next business direction or career move, look back and analyze what thoughts you had early on and what people often ask your advice about these days. Your true narrative is already out there 😉

Well, that was all about your narrative. But as we all know your customer should always play the hero in your stories that support your larger narrative.

That’s where 2 comes in.

2) This piece also indicates marketing’s constant growth pains that are constantly looking for new “Trojan Horses” that don’t feel like interruptive ads but instead offer richer stories to engage audiences. Early horses were called sponsorships, product placement, advergames, branded content and these days visual or business storytelling.

The labels change but the direction is always about focusing on customer value first and brand second [highlight to tweet].

You see, people don’t care about your original business intent. They’ll care if your narrative offers them the shortest route to solving their problem – THEIR STORY! [highlight to tweet].

How are you keeping your visual storytelling focused on your customer’s core pain points?

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Shlomi Ron

Shlomi Ron is the founder and CEO of the Visual Storytelling Institute, a Miami-based think tank with a mission to bring the gospel of visual storytelling from the world of art to more human-centric and purpose-driven marketing. A digital marketing veteran with over 20 years of experience working both on the agency and brand sides for Fortune 100/500 brands such as Nokia, IBM, and American Express. He started VSI to combine his marketing expertise with his passion for visual stories stemming from his interests in classic Italian cinema and managing the estate of video art pioneer, Buky Schwartz. At VSI, he helps brands rise above the communication noise through visual storytelling consulting, training, and thought leadership. Select clients include Estée Lauder, Microsoft, and Cable & Wireless – to name a few. He currently teaches Brand Storytelling at the University of Miami’s Business School. Thought leader and speaker at key marketing conferences. He is also the host of the Visual Storytelling Today podcast, which ranks in the top 10 best business storytelling podcasts on the Web. His book: Total Acuity: Tales with Marketing Morals to Help You Create Richer Visual Brand Stories. Outside work, he is a nascent bread baker, The Moth fan, and longtime fedora wearer likely to jive with his classic Italian cinema interest.

All stories by: Shlomi Ron

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