Notes for telling our story

Telling Our Story
The Art of Creating Enterprise
05.10.01

Our Interests in Articulating Our Story

To ensure everyone understands our common interests and how engaging in our common interests could serve their individual interests

To collaborate around what we do and how we do it to become more successful in pursuing our common interests

To collaborate around attracting, interesting, exciting and delighting our audience

To collaborate around our audiences’ interests and how we can serve their interests better and further enhance their experience

To collaborate around how we live our story

Our story is how we present ourselves. It is how we see ourselves from our point of view.

Telling our story

Telling our story is how we create successful enterprise. Enterprise that involves the engagement of others requires communication. Our interest is to connect, inform and excite the interests of the audiences that contribute to the success of our enterprise.

We tell our story in what we say and do and how we say and do things.

We create enterprise by telling our story, living our story and creating our story.

Our story is how we introduce ourselves, create a connection and begin our conversation with our audiences.

It is how we excite the interest of others in creating a relationship with us that contributes to creating our enterprise.

Communicating our interests, the interests we serve, and the interests we contribute is how we connect to the interests of our audiences.

Contributing to common community interests is how we connect to larger audiences.

Our story is our business plan. It guides our exploration of opportunities to pursue our interests, our ability to choose what to do and how to do things, and how we respond to changes in our context.

It creates the context for everyone engaged in our enterprise to observe, consider, create and choose what we do as events occur, circumstances change, and new information, ideas and opportunities appear.

Our story is our brand. Our brand is our name and what our name communicates. Our brand is what we come to be known for. We come to be known by what we say and do and how we say and do things. What we say and do speaks to all of our audiences.
Living our story is how we create our brand.

Creating and communicating our story in what we say and do is how we create our enterprise. What and how we communicate is how we create successful enterprise

We tell our story the way we like to have our story told. Our interest is to have everyone engaged in, served by, or connected to our enterprise know who we are and what we do, be able to tell our story, and be excited about telling our story to others.

How Our Story Connects

We connect with one another where we have common interests, common ideas and common experiences.

Our story connects our interests, ideas and enterprise to the interests, ideas, and enterprise of our audiences.

Our story connects what we do to our interests, to the interests of our audiences, and to our common interests.

Creating our story

Our story tells who we are, what we do and how we do things.

Organizing our interests, ideas, and the information that creates our context is how we come to know who we are, who we like to be, and what we like to do.

Our Interest in Telling Our Story

We attract new audiences through word of mouth. Our story is how we like to introduce ourselves and how we like to be introduced by others. We want people to be able to tell our story and be excited about telling our story.

We want to inform our audiences with everything they need to know or might like to know to determine if and how they might like to engage with our enterprise.

We don’t need to sell our story if we are honest and sincerely care about the interests of our audiences.

We want our audiences to know everything they need to determine how their interests might be served by engaging with our enterprise.

We want to connect with, inform, and excite the interests of everyone engaged in, served by, and connected with our enterprise.

Our experience, ideas and interests create our context. What we think and feel influences how we respond to information, ideas, and opportunities.

We want our story to connect with the interests, ideas and contexts of as many people as possible and in as many ways as possible.

Telling audiences our interests and ideas gives them information they can connect and relate to their own interests and context.

Giving audiences the information, ideas and points of view that guide our enterprise can change how they see and think and what they choose to do.

Our interest is to create an environment that encourages people engaged in our enterprise to take personal responsibility, exercise personal leadership and pursue personal excellence.

A good story tells itself. We have a good memory for a great story. We want our story to do the hard work of making connections, informing and creating interest and excitement. We make better use of our resources. We communicate more consistently and effectively. We create more word of mouth communication.

Organizing Content

Organizing content around the questions we need to answer to pursue our interests in an efficient, successful and sustainable manner, and around the information we need to communicate to our audiences to connect with, inform and excite their interests assists us in ensuring we have all the elements of our story and our enterprise.

Who we are

What we do and how we do things

Why we do what we do
Our interests
The interests we serve
Whose interests we serve
Why what we do is important

How we contribute to the interests we serve
How what we do relates to our interests
How we think what we do works
Who benefits from what we do
Who can benefit from what we do
Who can benefit by participating
Who can benefit by contributing

Opportunities to participate
How people can participate
How people can contribute

Our story so far,
What we have done
What has happened
What we contributed

Where we are going
What we like to do more of
What we like to do better
What we are interested in doing differently and in addition
How we think this will contribute to our interests

What we are doing to get there
What we are doing to pursue our interests
What are we doing to improve our ability

What we are looking for

Opportunities to contribute

Who contributes to creating our enterprise

What we know
The information that creates context for our enterprise

Language and Style

Important, related, contributes, works
Free of hyperbole
Possibilities and opportunities rather than needs, issues, and concerns
What can be done rather than what needs to be done

Journalism

Our Story is 100% journalism

Writing Our Story

We want our story to create an experience, contribute information and ideas of value, and excite audiences about opportunities.

We want to tell our story in a single line that captures the interests, nature and value of our enterprise. We want the one-line to communicate the central interest and idea of our enterprise and to connect all the interests and ideas that create our story. Our interest is to connect with the individual and common interests of all of the audiences we are trying to attract, engage and serve.

We want to tell our story in a few hundred words in the time people are willing to engage to determine if who we are and what we do could be of interest to them, and tell it in a way that captures and keeps their interest, provides them with an enjoyable experience, and gives them the ability to understand and remember. Our interest is to excite our audiences to want to learn more and to give them the ability to tell our story to others.

We want to tell our story in sufficient detail to give all of our audiences all of the information they would like and need to give them an understanding of the opportunities we offer, to determine why and how they might like to connect with us, and to imagine the possibilities of becoming engaged with our enterprise.

The content and nature of the story and how we tell it depends on the enterprise.

The Qualities of a Good Story

A story whose interests are integrity, humanity, and excellence can be told clearly, openly, and with excitement.

Our interest is to create trust and demonstrate we sincerely care about the interests we serve and care to improve our ability to contribute to those interests.

How we tell our story communicates our honesty, our sincerity, and our interest in improving our ability to make a greater contribution.

A good story creates conversation.

We have a good memory for great stories

We want it to be entertaining, contribute value, and excite interest and a response.

We want to create the experience of our story and the experience of being engaged in our enterprise through our story. We have the most creative and powerful media art form available to tell our story.

Telling Our Story

Is our story clear?
Is it simple?
Is it understandable?
Is it correct?
Is it true?
Is it real?
Is it believable?
Is it practical?

Is it of interest?
Is it interesting?
Does it have value?

Does it say what we do?
Does it imply a promise we want to make?

Do all the parts of the story support and reinforce one another?
Do we relate the information, observations, and ideas we communicate to our interests and the interests we serve?

Do we like our story?
Do we like how we tell our story?
Does it present us in a way we like to be presented?

Is it friendly?
Is it something we care about?
Does it communicate what we care about to our audiences?
Does it communicate that we care about our audiences?

Is it us?
Is this who we are and who we like to be?
Are we something more?
Are we something less?
Is it our enterprise?

Is it complete?
Does it inform?
Does it create connections?
Does it excite interest in the possibilities?
Does the story tell itself?

How our story contributes

Provides complete, clear and common foundation
Uses less resource
Leverages resources
Makes better use of resources
Provides freedom to act
Improves how we respond
Demonstrates interest and care
Creates trust

The more we know about the interests, ideas and feelings of our audiences the more able we are to connect with them and relate how we can contribute to their interests.

Word-of-mouth is the most economical and effective way of connecting with, communicating to and exciting the interests of new audiences. We want our audiences to be able to tell our story and be interested and excited about telling our story to others.

Attaching our one line story to the name of our enterprise communicates who we are and how we like to be known.

People engaged in our enterprise are more likely to be exploring and creating new ideas, living our story, and more conscious of opportunities to improve our ability to contribute to the interests we serve.

Our enterprise will be more actively and cooperatively engaged in exploring new ideas about what to do and how to do things to create a more economical, more successful and more sustainable enterprise.

Language

The words we use can attract, interest, inform, engage, excite, and create an experience, or distract, distress, or create a disconnection.

Language can change how we see things.

We look for words that contribute value, excite interest and create an experience.

Words connect to the context of our audiences. They carry different meanings for different audiences and can carry different meanings than what we intended.

When we define what we mean when we use a word our audiences are more likely to understand what we are saying.

Words can militate against our ability to connect with and engage the mind and feelings of our audiences.

Our audiences do not like to be sold, instructed, lectured, or manipulated. Words that seem to sell, judge, or manipulate militate against our ability to communicate successfully.

In the new media, audiences choose what they want to explore, experience and engage with. Audiences choose when, what and how they choose to engage. We can talk to people one at a time. We want to talk to people one person at a time.

We want our audiences to pre-select themselves, and to select themselves around their interests. Our audiences will select themselves around their interests.

Our interest is to talk to our audiences in a way that recognizes the nature of the audiences we are interested in attracting. We want to filter our audiences into their interests, and their behaviour, – a demonstration of their interests.

We want to give audiences an experience, contribute value to their thinking, and change how they feel. We want to change how they see and feel about things, and change how they see and feel about us, and make the experience enjoyable and feel better after the experience.

We want to categorize content around interests.

Our audiences are people who like to be treated respectfully and appreciatively. Our interest is to provide an experience, contribute value, and create a positive feeling.

Our ability to create successful enterprise lies in our ability to create successful relationships

Why Tell Our Story

We want everyone engaged in our enterprise to know our interests, the interests we serve and how we pursue our interests so they can make choices and do things in a way that demonstrates who we are and who we like to be.

We want to engage everyone in our enterprise to take personal responsibility, exercise personal leadership, and pursue personal excellence.

We want to give everyone the same information and a solid foundation to manage their personal enterprise in their interests in contributing to the interests of our enterprise.

We explore ideas, explore individual and common interests, discover new ideas and points of view, consider choices, exchange information and points of view, consider what is happening, what is working, and explore what could work better through conversation.

We want to be able to connect and relate information, ideas, observations, choices and our consideration of choices to our interests, the interests we serve, and the interests affected by our choices.

We want everyone engaged in the conversation to contribute positively to the interests of our conversation.

We want to create a solid and common foundation for positive and productive conversation with our story.

An enterprise is built on relationships and on agreements to enter into a relationship. Agreements to have a relationship come from a connection and from a conversation that begins with that connection that explores opportunities to create a relationship and engage with one another in a manner that serves the individual interests of the parties of the relationship and to the interests the parties have in common.

A well-written story is the introduction of who we are and the opportunities we offer to a relationship. It is the start of a conversation and answers the questions of what we might contribute to the interests of the people we like to create a relationship with and why they might like to create a relationship with us.

Our most effective means of connecting and attracting new audiences is word of mouth. We want our audiences to be able to tell our story clearly and correctly to other, and feel excited about telling others.

We want to tell our story in one line and have others include our story line in the connections they provide to their audiences.

We increase our value to our audiences when we contribute value.

Our story can be told in the way that works best to create a connection, an experience, and an interest in our audiences.

Creating our story

We want to create a story that is interesting, compelling, different, important, and relevant that connects with as many interests and people as possible.

Does each sentence contribute to the experience of our audiences? Does every sentence connect with and contribute value to the interests of our audiences?

Our editorial interests are to improve the ability of the content to connect, inform and excite, to create an experience for the audience, to ensure our language contributes rather than militates, and to ensure that we contribute value to the interests of our audiences. Quality of the art of writing is quality of the experience.

We Want To

Connects, informs, excites

Organize content to improve ability to consider choices

Connect with a wide range of interests

Demonstrate we value our audiences

Demonstrate we appreciate, respect and care for our audiences

Treat our audiences respectfully and appreciatively

Easily understood by all audiences, creates connections and relationships

New ideas, information, know-how and ways of seeing things

We separate interests, ideas, information, observations and opinions to improve our ability to explore and consider choices

When we provide a guide to the meanings of the words we use, we improve our ability to connect and reduce our risk of misunderstandings. The meaning of the words we use can change how our audiences see things.

This is what we like to do more of. This is what we like to do better. This is what we are interested in doing. This is how we think it will contribute to our interests. This is how we think it will contribute to the interests of our audiences and to other interests.

Connecting

We connect with our story to the interests, ideas, and experiences of others.

Informing

We demonstrate we care when we provide information and contribute ideas of interest and value.

Exciting

We excite audiences with possibilities and with what is possible to do and what might happen.
Divide the story into parts. Each part is a story. What is the story about? What would make it an interesting experience for the audience? What would make it useful, – of value to the audience? What would be memorable?

We remember things that gave us a pleasant experience, – things that left us with a new thought, a new idea, a new comfort and connection, – and things we can remember because we want to and we want to tell others because they might be interested.

Organize our interests, our information, our ideas, our points of view, our opinions, our choices, and our consideration of our choices and our interests. What is most important? What choice works best? What other choices are there?

Our editorial agenda is designed to assist us in telling our story so it connects, informs and excites, and reflects what we like to be known for

What we like to be known for

Operating with integrity
Operating beyond integrity

Language Guide

What we mean when we use words and phrases. A common language to improve our ability to connect and be understood

The parts of the story that answer all the questions

Brand

We come to be known by the experiences of those who deal with us.

We tell why by connecting what we do and how we do things to our interests, rather than stating the interests we are pursuing. What we do is the idea we are acting upon to pursue our interests, – which becomes in itself an interest we are pursuing as well as something we are doing.
We like to excite people to think about how they want to become involved.

What is our story
Why create our story
Why tell our story
What makes a good story
How we make our story work

Use the time of the audience in a way that they will feel it is not wasted
Give the audience at least one character to root for
Every character should want something
Every sentence should reveal something or advance the action
Start as close to the end a s possible
Make challenging things happen so our audience can see what our character is made of
Tell the story to please one person
Give audiences as much information as possible. They should understand what is going on, where and why, so they could finish the story for themselves.

The Story So Far

A story’s progress is characterized by events, events created and things that happen

Story Telling Guidelines

We tell our story to connect with, inform, and excite the interest of audiences served by our enterprise.

We connect with audiences when we have common interests, common ideas, and a common response to our experience.

We inform by telling audiences what we know and think, what our interests are, and what we are doing to pursue our interests.

We excite interest by demonstrating how our enterprise contributes to the interests of our various audiences and by providing opportunities for audiences to participate and contribute.

The story tells our audiences the information, observations, and interests that provide the context for our enterprise, the ideas that create our enterprise and what we do, and how what we do contributes to the interests of the enterprise and those served by the enterprise

Somewhere in the storytelling, the following information can be found by audiences, – the questions at the end of the essay, – ease and correctness of answers is the test of the storytelling

The interests of our enterprise
The interests we contribute to
Whose interests we contribute to
What we do and how we do it
How this contributes
What this contributes
How we measure our contribution
How well we are doing – optional – but important for creative thinking and engaging participation and contribution
How well it is working – also optional – but important for creative thinking
What we doing next
How this will contribute
What we need
Opportunities to participate
Opportunities to contribute

We want our story to connect with, be relevant to, and excite the interest of all of our target audiences, –

Telling a story

A story lets people decide for themselves. A well told story connects with, informs and excites interest in our audiences providing ideas and opportunities to influence the response and behaviour of audiences. Manipulating audiences with persuasion, incentive and emotion work but are less likely to create a connection and a relationship.

Information, ideas and a point of view expressed without hyperbole is more likely to create a connection.

Demonstrated honesty, integrity, fairness, respectfulness, appreciation, understanding and caring contribute to creating a connection and a relationship.

Our story provides a context for our interests, our enterprise, and our contribution.

A complete story allows everyone in our audience with the ability to connect their interests to the story and find the answers to every question they might have.

To operate with integrity we need to be honest, fair and deliver on what we say. To operate beyond integrity, we need to demonstrate we care.

The story telling format

The story begins with the context and our interests and the idea of our enterprise, – what we do to contribute to the interests of our enterprise. It is the doorway story. The doorway story is designed to connect with the common experience or response to the context and interests of our audiences, to inform them of the ideas that create the nature of our enterprise, and to excite their interest to learn more and explore the possibility of ideas and opportunities that could contribute to their interests and enterprise.

This doorway story is the short story. It is probably a maximum of 300 words, and ideally less, and tells the complete story of the enterprise as well as possible. It is a pleasurable experience, a learning experience, and an interesting experience for readers, gives our audiences the ability to understand and tell the story to others, and is interesting enough that audiences will feel they want to tell the story to others.

I have an outline of our editorial interest in telling a story to help writers in creating a story and some guidelines for an editorial style that avoids the feeling of selling and telling and moves to connecting, informing and exciting. To come..

The long story repeats the doorway story and continues with the following thread of information that tells more about what we do and why we do it and how it contributes to our interests and the interests we serve. Headings may or may not be inserted as apprprite to the story or if it is helpful and enhances the story for the reader but the headings are not likely in the normal “report” or web communication style we see a lot of. We want to make it more of a literary experience. Here is the flow after the setting up of what we do and why we do it in the opening doorway story

How we do it
How it works
How it contributes
How people participate and contribute, – opportunities to become involved
How contributors benefit
What we are doing now in the development of our enterprise, – what’s next, – the next stage of our development and our story

What is needed, – what we need to be able to do what we are working on doing next in the development of our enterprise and our story
How people can contribute to what we are doing and trying to do
Who could contribute
How they could benefit

The final section could be for ideas and possibilities

What could be done
How it could work
What is possible
What is needed

The final section is the chapters to come which could interest people in staying tuned and excite them about becoming involved in what is going on today

I will send more content later this morning have to run now

Questions we need to ask about what we are doing.

How does it contribute?

What does it contribute?

How do we measure our contribution?

How well is it working?

Questions we need to ask about what we are doing next.

What will we do next? (Do more, do differently or do different)

What do we need to do it?

How will we measure how well it is working?

What opportunities do we offer for people to contribute?

First person plural or third person objective

As members of our community, – local, cultural, or global, – we might want to ask – What part are we playing? How well are we playing our part? What part would we like to play? How would we like to play our part?

Would you like to tell your story – your interests, what you are doing, how it contributes – to give others information and ideas and create connections?

Story Content and Organization

Information – what we know, what is happening, – our context

Ideas – what we do, what we are doing, how it works, what we could do, how it could work

Interests – our interests, the interests we contribute to, whose interests we contribute to, common interests we contribute to

Enterprises – people and organizations engaged in contributing to the story, – what they are do, how it contributes, how it is working, and what they are doing

How they connect, – how they could connect

Appreciative Observation – how information, interests and ideas connect

Appreciative Inquiry – how well we are doing, how well it is working, what is working, how it is working, what others are doing

Appreciative Consideration –

We create the story by asking questions, – what are our interests?, —- How do we express our authenticity?

Questions

Our Story

This is who we are

Is…..Who are we?

This is who we like to be

Is…..Who do we like to be?

This is what we do

Is…..What do we offer?

This is who we do it for

Is…..Who do we do it for?

This is how we like to do it

Is…..How do we like to do it?
How do we like to be?
How are we different?

This is what we like to do

Is…..How do we like the experience to feel?

This is why do business with us

Is…..How do we serve our clients’ interests?
Why does this serve our clients’ interests?