Workshops

YARN: Story Coaching Series

We all tell ourselves a story. In this story, ideas ebb and flow, reinforcing themes about why we are the kind of person we are. This story tells us why we are met with success or failure and informs how we view others and the roles they inhabit. By becoming more aware of what themes are repeating in your story, you can gain new influence over your narrative. The 5 parts of the series include:

• a discovery session where I’ll learn about you and we’ll design an alliance together. (1 hour)

• 3 sessions of story coaching (45 minutes each)

• a finale session (1 hour)

This workshop is all about gaining perspective on what the experiences clients create for their audience communicate about their identity and relationships. I help clients discover the characteristics uniquely created in them and the beliefs uniquely important to them: strengths and values. Not to be left in the land of strategic thinking forever, I also introduce them to the impact their strengths and values have on the world around them and the transformation their brand is meant to generate for their audience.

I help clients identify themselves, their audience, and their climax of success in a classic story arc. I also give clients the tools to identify their unique promise to their audience so that they can build a trustworthy environment for shared experiences

Studies are showing us that customers are tired of traditional advertising. So much so, that 75% don’t believe that companies are even telling the truth in their advertisements! When surveyed only 4 percent of Americans think the marketing industry behaves with integrity, and over half say they don’t trust any news sources.

89% of our audience believes companies ought to be achieving their goals while improving society and the environment. I want to help clients keep their lines of communication open with their audience so they can talk about what really matters: their shared values. I think that’s the very bedrock of a transparent market.

In the workshop I debate the traditional approach to rational advertising and the agenda of marketing people’s wants by exploring the strategies of companies like Apple and the advertising case studies of companies like John Lewis. I draw attention away from products and services and combat these approaches by paying attention to the needs of the audience, one that appeals to their emotional intelligence by citing the success of visual storytelling campaigns from Chipotle, Coca-Cola, and Sainsbury.

When we’re finished, clients are more confident approaching their audience with humility as peers, knowing their loyalty is rooted in trust.