Have you looked around lately? Everyone is looking at a screen. They are checking the news on their I-Phone, getting directions from a video sign or uploading photos on their laptop. As a culture, we are mesmerized by our screens –we can’t take our eyes off them.

Kevin Roberts, CEO of Saatchi and Saatchi Ideas Company, says that marketers need to learn how to get their message heard in an Attraction Economy – an age where audiences are becoming more and more selective about the information they will pay attention to. The messages that successfully cut through the clutter are the ones that entertain, persuade, respond and illuminate. A key tool in this effort is sisomo – Sight, Sound and Motion.
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Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.
~ Indian Proverb
 

One of the most interesting and exciting projects that I am working on at the moment is Mountainside Media’s “Storybanking” process. We are developing a system to collect and inventory personal stories that our clients can use in a variety of ways to communicate about their work.
 

A Storybank is a powerful way for organizations to be very prepared, on a continual basis, to share with the public what their work is really about. Studies have shown that, in general, people respond more empathetically, and with more comprehension, when they are told a story about something, than when they are presented with “just the facts.”
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