MAXIMUM IMPACT IN A DIGITAL WORLD
Storytelling has always been central to human experience – it's how we explain and make sense of the world. But today, as media-savvy audiences begin to tune out advertising messages while searching for ever-more-immersive entertainment experiences, the way businesses and professionals need to communicate is changing. Led by best-selling author Frank Rose and offered in partnership with Columbia Business School Executive Education, Strategic Storytelling introduces the concept of “story thinking” and shows how it can be used to achieve maximum impact in a digital world.
As a member of Columbia University School of the Arts’ Digital Storytelling Lab, Rose is helping to pioneer a new understanding of storytelling and its role in the digital age. Research in neuroscience and cognitive psychology has shown that stories are typically more effective at changing people’s minds than rational argument. This means that people—leaders in particular—need to view the world in narrative terms, not as a thesis to be argued or a pitch to be made but as a story to be told. Because stories provide a structure for reality and a key to understanding, because they play to the emotions and rely upon empathy, story thinking is a powerful tool.
Strategic Storytelling builds on these insights to show how story is used by entertainment industry professionals, by leading brands, by B2B providers, and by non-profits—and what each of these can learn from the other. Over the course of this intensive two-day program, you will engage in a mix of deep learning and hands-on workshops that will leave you with a thorough understanding of the evolving digital media ecosystem as well as the expertise you’ll need to communicate strategically within it.
The Strategic Storytelling Model™:
Four Levels of Engagement
You will learn to employ the Strategic Storytelling Model™, a simple suite of visualization tools designed to help manage the complex narrative ecosystems that people are coming to expect in a highly interconnected, digital environment. Developed by Faculty Director Frank Rose and Senior Fellow Paul Woolmington, this model shows how a hit television series like The Walking Dead — itself a conventional, one-way broadcast experience — will spawn not only spin-off TV and Web series but also interactive online quizzes, highly participatory multi-player video games, and at the extreme end of the spectrum, targeting only the most dedicated fans, real-world experiences like the AMC Zombie School for people who want to play “walkers” on the show. Together, these four levels form a self-reinforcing network that deepens the connection of existing fans and brings new ones in—resulting, in the words of former AMC president Charlie Collier, in a series that “exists on television as a live event for only 16 nights a year, but remains an active and vibrant community all year long.” This strategy, and the model that describes it, can be applied not just to entertainment properties but to all sorts of communications, including marketing and journalism.