No matter what business you are in—development, marketing, public relations, communications, education, non-profit, for-profit—everyone seems to agree that your main objective should be “effective storytelling.” You need to be able to “tell your business/company/mission/organization’s “story” in a manner that compels people to act: they must click, buy, email, refer, Like, support, or otherwise engage, after hearing and being moved by your story.
But what is this mysterious art of storytelling? How do we do it without sounding self-congratulatory, obnoxious and narcissistic? How do we step outside ourselves and our product or company that we know so well and communicate what it is to people who don’t know anything about it? How do we reach people, on an emotional or visceral level? How do we stand out in the cacophony of the digital world, where everyone is going deaf from the din of everybody else’s story?
Well, here are some tips:
In 2002, Baltimore City Police Officer Crystal Sheffield was killed while responding to a call for help from a fellow officer—another patrol car, responding to the same call, collided with her vehicle.