Author of ‘The Power of Pull,’ John Hagel specializes in the intersection of business strategy and information technology. In his ‘Moving from Story to Narrative’ panel, he makes the case that business and marketers must choose the route of a narrative over a story. Subtle, but there is a difference.
Stories have beginnings and endings where readers or viewers are passive and observant. But narratives are open-ended. There is no resolution and we are all invited to participate. It’s up to us to determine how they unfold.
Hagel argues there are two types of narratives: an opportunity-based narrative (of which we need more) and a threat-based narrative (which is the poison and the negative). We are more likely to invest in the long-term with the former because they provide the stability in a unstable, reactionary, rapidly-changing landscape.
Lastly, Hagel suggests the truly powerful narratives can’t just be written up by a PR firm and shot across a social media page. To resonate, it takes time, multiple authors, and multiple authors. And mostly, it takes multiple actions.
And now technology is available to build and create those narratives easier than ever.
*Working out of Moxie’s creative department, Nick is on a never-ending quest to tell stories through technology. This is his first time to SXSW and his feet have yet to touch the ground. Follow all him on Twitter for the latest SXSW updates: @NickMoxie