The Story-Relationship Funnel

- One of my least favorite cliches in the world…is if a tree falls in the forest…and no one's there to hear the sound,…did it really happen?…Well this actually has everything to do with storytelling.…Because if you're telling stories,…you're trying to build an audience through stories,…and no one sees your stories or hears your stories,…then what's the point?…So, how do you get your stories to an audience?…Where should you be publishing?…Where should you be talking?…I like to think of it as a bulls eye.…So you can divide the world of storytelling…into two groups.…Business storytelling and consumer storytelling.…

And then you can divide your goals…into roughly two categories.…If you want sort of awareness in branding, perception,…or if you want someone to take an action,…make a conversion, make a sale.…And if you divide the world into these four quadrants,…then you have the start of the storytelling bulls eye.…At the very center of the bulls eye, you can draw a circle.…Which is across all of these goals…and all of these audiences…