3 Steps to Make Your Corporate Video Jump Off the Screen!

I've seen them. You've seen them.

Boring, unemotional videos from companies.

You roll your eyes, look at the clock and check yourself out.

If branding is about creating emotional experiences and connections between you and your audience, it's no wonder boring corporate videos haven't been an integral part of the branding conversation.

But now it's your turn. You've been charged to produce a video for your company. Perhaps you need to tell your product story or service story.

But you have a small problem: you're not a filmmaker and you don't know anyone who is. You're also not sure what ingredients are needed to go into a memorable film. What do you do?

Discover a hero who overcomes a problem that changes the world.

Here are three simple and easy things you can incorporate into your video to make your brand story jump off the screen and into your customer's hearts.

1. DISCOVER A HERO.

Every corporate video needs a "face" or a "hero" to provide a point of view. Without a hero, your audience is easily confused. Your hero should be someone your viewers can identify with; someone they can quickly feel connected to.

In "Elements of Persuasion," Richard Maxwell and Robert Dickman share the role of the hero as one who "grounds" the audience.

Where do you discover your heroes? Right under your nose!

Say for example, Human Resources needs a film. If the goal of your video story is to attract and retain top talent, then discover three or four employees whose personal story reflects those stories of potential candidates whom you want to attract to your company. Those three or four personal stories are actually holograms; tiny slivers of the larger talent pool you are seeking.

2. SHOW ME A DRAGON!

The single biggest issue facing your corporate video is the lack of emotions. How do you generate an emotional response from an employee, or hero, in your film?

Easy. Find a dragon. Ask, "What's at stake?" Every hero needs a dragon or an obstacle to overcome. Without it, your viewers will secretly be wishing for it. Besides, they probably won't talk about it because the story is "sugar-coated."

Following our HR example, let's say one of your heroes:

• Discovers a medical condition limiting their career opportunities.

• Discovers the future business of a large client is at stake.

• Discovers they are overwhelmed with their new job; perhaps it wasn't the right job.

• Discovers their project funding is being severely cut.

While each "dragon" takes a different shape and form, your hero creates an emotional response for your audience in each situation. That is exactly what you audience is hungry for!

3. REVEAL A TRANSFORMATION.

Whether the dragon has been successfully defeated or not, does not matter. What matters is that your audience gains a deeper appreciation of your hero. They now understand the hero's journey. The audience has a sense of empathy they did not have a few minutes earlier. Their world has been changed.

And that, in the end, is what telling your video story is all about.

There you have it. Three simple steps to make your corporate video story jump off the screen:

1. Discover a hero who is comfortable telling their story.
2. Show the hero's struggle.
3. Reveal a new world.

Jumping off the screen isn't THAT hard :-)

---Tom

3 Steps to Make Your Corporate Video Jump Off the Screen

Simplify Complex Ideas Using Springboard Stories: Pt. 2

In the previous post, we looked at Master Storyteller Steve Denning's basic framework for the springboard story along with an example of a springboard story.

This post will examine the three characteristics of a springboard story and the ten steps you need to craft your own springboard story.




Three Characteristics of a Springboard Story

Here is the underlying narrative pattern of a springboard story:

1. It is true. Your story actually happened and is factual.
2. It has a happy ending. Sparking action from someone requires the story to be positive and to end joyously; it needs to create a mild sense of euphoria.
3. It is minimalist in form. Details of the story are not mentioned on purpose...less is more.


10 Steps to Craft a Springboard Story

1. Get clear on your purpose. What is the change you are trying to spark?
2. Find a similar story. Discover a case where a similar change has already happened.
3. Tell the story from a single perspective. A single individual or a single hero is more meaningful than a company, team or group.
4. Give the date and the place where the story happened. This tells the listener the story is true and actually happened.
5. Embody the change idea completely in your story.
6. Extrapolate the story to embody the change idea.
7. Share how things are usually done. This creates a sharp distinction with the future you are trying to create. What would have happened without the change idea?
8. Edit, edit, edit! Strip the story of unnecessary details.
9. Have a happy ending. Provide your story with a happy conclusion.
10. Invite the audience to imagine a new world. Do this by creating an image in their head and ask, “Just imagine if we…” “Just think if our…”


Want to Learn More?

There you have it. While these ten steps seem easy, it takes a lot of time to craft a springboard story so it feels right. If this process is intriguing to you, I encourage you to check out Steve’s book, The Springboard, to fully embrace and understand these concepts.


My Attempt at a Springboard Story

I thought it would be fun to share a springboard story I recently wrote. Steve Denning is right: it takes time and patience to get your story just so. I took a real case story and extrapolated it to other organizations.

"In the winter of 2006, a human resource manager produced a short documentary to attract qualified employees for the company and discovered a unique way to hire and retain qualified employees.

This was not Hollywood. This was a small town in Connecticut. The human resource director was not an expert in filmmaking but an expert in organizational management. This division never produced a video before; however, the division knew it had something special to share with others who were eager to work there.

But the most important part of this picture for other organizations is this: they are, in fact, not in the picture. Many organizations do not have an engaging and thought-provoking video to attract, recruit and hire outstanding employees.

But imagine if they did. Just think how many extraordinary people would work at their organization.”


What Do You Think?

How did I do? Did I incorporate the characteristics and 10 steps of a springboard story? Can it be better?

---Tom

Simplify Complex Ideas Using Springboard Stories Pt 2

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Simplify Complex Ideas Using Springboard Stories: Pt. 1

“The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.”
Marcel Proust, French novelist (1871 - 1922)

• Imagine there is a simple way to communicate a complex idea, a new landscape, or a new vision to those resistant to change.

• And imagine you understand the story of the person you are telling your own story to.

• Now just think how helpful it would be knowing that there is a tool to help you share your new landscape to others who don't necessarily want to change.

If you are nodding your head by now, then the springboard story just might be the answer you are looking for.

I became interested in the springboard story two years ago when I interviewed Steve Denning about the role of organizational storytelling through corporate video. I mentioned a few of the highlights of my interview with Steve Denning in an earlier post.

Steve is a Master Storyteller. Seems surprising for a guy who studied law and psychology and then went on to become the Program Director of Knowledge Management at the World Bank from 1996 to 2000. Since then, Steve has authored several books on storytelling for leaders, including one on crafting a springboard story.

Steve is not interested in any type of storytelling. Steve’s passion is to help leaders identify and create specific changes for their organization, team, community or world. Steve found that with the help of a springboard story, he was able to shift people from not wanting to do something to doing something.

The Framework for Setting Up a Springboard Story

1. Before you begin to craft a springboard story, ask yourself:

What is that you are trying to change?
What part of the world do I want to change?
What is wrong with it now?
What would it look like if the problem was fixed?

Clearly defining your change is the first step to craft your springboard story.

#2. Know your audience.

Who are you telling the story to? What is the story of the person who does not want to change? Do you know their story? Is it your organization? Your son? Daughter? Global warming? Get inside the head of the person who does not want to change so you can better understand their world view and appreciate their frame of reference. Trying to inspire change requires you to intuit the other person.

Example of a Springboard Story

This is an example of a springboard story from Steve's website:

"In June 1995, a health worker in a tiny town in Zambia logged on to the website for the Center for Disease Control in Atlanta Georgia and got the answer to a question on how to treat malaria.

This was June 1995, not June 2001. This was not the capital of Zambia but a tiny place six hundred kilometers away. This was not rich country: this was Zambia, one of the poorest countries in the world. But the most important part of this picture for us in the World Bank is this: the World Bank isn't in the picture. The World Bank doesn't have its know-how accessible to all the millions of people who made decisions about poverty. But just imagine if it had. Think what an organization it could become.”

In the next post, we’ll examine the three characteristics of a springboard story and the ten steps to craft you own springboard story.

---Tom

Simplify Complex Ideas Using Springboard Stories Pt 1

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