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解析新热点:为什么讲故事会成为企业的热门技能?

Erika Fry 2018年10月17日

现在有越来越多的专家表示,干企业还要会讲“故事”。

美国加州拉古纳尼格举办的《财富》最具影响力的商界女性峰会上,Full Picture公司的首席执行官德西蕾·格鲁伯发表讲话。图:Fortune

你可能以为经营企业就是整天跟数字打交道,但现在有越来越多的专家表示,干企业还要会讲“故事”。如今,讲故事几乎跟精通企业财务同等重要。

主营品牌管理并打造的Full Picture公司创始人兼首席执行官德西蕾·格鲁伯解释说,在噪音充斥和内容海量的世界,更重要的是让品牌和传递的讯息与大众产生共鸣,而且要让人们记住。

格鲁伯曾打造美国人气真人秀节目《天桥骄子》(Project Runway),还曾经策划了红极一时的美国前第一夫人米歇尔·奥巴马拼车卡拉OK宣传活动。10月1日下午在加州拉古纳尼格召开的《财富》最具影响力的商界女性峰会上,格鲁伯表示开创企业品牌越发困难。

她解释道,25年前推广企业的方式比现在简单得多:发新闻通稿,在《纽约时报》的时尚频道发篇文章,上美国脱口秀明星主持人杰·雷诺的节目,或参与热门的深夜电视节目。她说,现在这些手段仍然有用,但充其量只能掀起“微澜”,而过去这些方式可以制造轰动效果。

格鲁伯还说,现在企业只在相关平台上讲故事还不够,要“激活”客户和粉丝代企业讲故事。她指出,企业需要忠诚且有强大话语权的传播者。

广告公司J. Walter Thompson的全球首席执行官塔玛拉·英格拉姆也认为,当今商界,经营企业的关键就是把故事讲圆满,这比过去难度更大。她强调,品牌故事要真实,而且要符合品牌内在的宗旨,这点很重要。

企业的高管们还一致认为,讲故事是个人事业成功的关键。格鲁伯指出,女性往往犹豫,不愿讲述自己的故事或者自夸个人经历,容易因此错失机遇。她敦促大家多多练习,克服恐惧情绪,勇于讲出自己的故事。(财富中文网)

译者:Pessy

审校:夏林

You may think business is all about the numbers, but experts say today, more than ever, it’s about “story.” And that makes storytelling a skill almost as critical in business as corporate accounting is these days.

In a world swimming in noise and content, it’s all the more crucial that brands and their messages resonate and stick in the minds of people, explained Desiree Gruber, founder and CEO of Full Picture, a brand management and production company.

Gruber, who is credited with creating Project Runway and orchestrating Michelle Obama’s very viral turn on Carpool Karaoke, is a master of buzz. But speaking at Fortune’s Most Powerful Women Summit in Laguna Niguel, Calif. October 1st afternoon, she noted the business of creating it has gotten tougher.

Twenty-five years ago, she explained, the formula was a lot simpler: press release, a story in the New York Times Style section, and a segment on Jay Leno or the late night show du jour. Those outlets are still useful, she commented, but today, they’ll at most get you “a ripple.” Back then, they created a splash according to Gruber.

She added that companies today have to be focused not just on telling their stories on all relevant platforms, but “activating” customers and fans to tell their stories for them. She noted you need people who are “loyal and loud.”

Tamara Ingram, Worldwide CEO of the ad agency J. Walter Thompson, agreed that well-executed storytelling is essential for doing business in 2018, and that it’s harder than it used to be. She stressed the importance of a brand’s story being authentic and true to a brand’s deeply-rooted purpose.

The executives agreed that storytelling is also key for individuals in their careers. Gruber noted that while women are often hesitant to brag or tell their own stories, they miss out on opportunities when they don’t. She urges everyone to work past the “cloud of fear” that surrounds personal storytelling by practicing.

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