Narrative Branding: Stories That Sell
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- Опубликовано: 1 янв 2025
- Why storytelling is the secret sauce behind every buying decision.
In this insightful conversation, Chris Do and Michael Margolis explore the profound impact that storytelling can have on our businesses and lives. They delve deep into the nuances of narrative influence, the importance of understanding the language of the world you want to be a part of, and how creativity is becoming more crucial than ever. Michael shares insights from his latest book, "Story 10x: Turn The Impossible Into The Inevitable," and they discuss a new flagship course on narrative influence. This discussion will equip you with the tools and knowledge you need to harness the power of storytelling to transform your business, influence others, and create a brighter future.
Michael Margolis, is a narrative and storytelling expert, author, and the CEO of Storied, world's first learning platform for Narrative Intelligence ™ with courses, coaching, and community for forward-thinkers. This conversation explores the essential skills for the future, the role of creativity in an AI-driven world, and how the art of storytelling is becoming the universal source code. This discussion is not just an intellectual conversation; it's a roadmap to redefining your future and unlocking new possibilities. Prepare to stretch your mind, expand your heart, and redefine your future.
#storytelling #businessstorytelling #corporatestorytelling #psychologyofselling
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Host: Chris Do
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster @RodrigoTasca & @Tascastudios MOCS Media
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Needless to say that this interview is gold, I'd like to share some of my notes:
People never buy the product, they buy the story that's attached to it. And not just the story that you’re telling, but rather the story that people are telling themselves about what that thing means to them.
...here's my wedding band, right. Thats just a hunk of metal. If i were to sell it, it would only be sold for scrap gold. Even though its priceless to me personally.
Every experience, every object, every relationship is stored in the mind with a story thats attached to it
Story is individual. Its concrete and theres a certain specificity to it. Narrative is shared, broader and abstract
...there's a million designers, there's a million creatives, there's a million web developers out there. There's a million of whatever trait of profession you're in, but there's only one that has your story
The best way that one demonstrates or reveals a character is not by telling us who this person is, but by showing us through the choices and the actions that they take
The most powerful way to unlock x-factor, the only thing that nobody can compete against, is your story. It's like your own unique snowflake
Was stunned and so encouraged to listen to this conversation. I’m actually a former comic book creator/writer/artist turned Creative Director. I made the jump when I realized that branding was just storytelling. This was about 7 years ago when conversations like this weren’t really happening. I ended up standing up an art department at a coffee company a year before it went public in order to teach a group of people how to tell stories with the products. We rebranded the entire coffee line in a few months, as well as apparel and it ended up leading to a market capitalization increase in the tens of millions of dollars going into an IPO. The ONLY way this happened though was because the founder and ceo was someone who understood the power of creativity and allowed the freedom to do this while I had to be left brain right brain and document and build processes around running a creative engine like this. Was a wild hybrid of thinking.
Still not 100% convinced I started my own brand from the ground up utilizing nothing but storytelling to define and propel it. That’s chugging a long now too.
So on one hand it’s SUPER cool to hear that other people are thinking this way, but I also just wanted to chime in to say, I am the proof of your hypothesis.
That sounds amazing! Mind sharing which coffee company you were referring to?
Thanks for sharing. Do you have a link to your company or work?
Great job and much success to you!
Chris, your interviewing skills and ability to ask the right question in the right moment for the audience has improved dramatically over the years. I used to be a lurker, popping in and out when the guest or topic was interesting. Now I watch because you're doing the interviewing.
Thank you so much. I’m enjoying every minute of it.
100%
🔥🔥🔥🫡
Chris! Brother man, you expand my mind in every video of yours I've ever watched.
Glad to hear it!
Excellent info here. Surprised to hear a solid exchange of facts and a storytelling expert not telling stories to describe his points.
Wow Chris this hit home for me… my name is Matt and I’m 23 years old, I was homeless at the age of 13, got on my feet by 18 and started working for corporate companies where I was inspired by my mentors to start my own business ventures.
At 20 years old I decided to join the creative industry and leave the service based business I had made for myself in hopes of challenging myself for a bigger purpose.
Fast forward to 2023 I have had an internal battle with myself about business and creativity and how my experience in both areas actually made me realise those 2 coexist and are essential to create something sustainable. It’s crazy for me on how this interview confirmed my experience and the path I want to take and share with others.
I genuinely want to say I appreciate everything you are doing and I find you to be a huge source of inspiration and I’m upset I I only found out about you and your platform in the past 3 months. THANK YOU!!! THANK YOU!!! THANK YOU!!
I’m now motivated to share my story and experience with my audience with great passion and purpose. ♻️
P.S this interview was so damn good I watched it 1 hrs after it was published but it was 3am AEST as I’m from Australia 🇦🇺 and currently rewatching it again the day after!!!
"Speak the language of the area you want to succeed". Fantastic!
I made it! “A human mind once expanded does not shrink back to its original shape.” Thank you both!
YES! And this can be a blessing, or a curse, depending on your ability and willingness to take action.
I gotta listen again
Loved this content and ordering the book!!! Stories and relationships are everything! ….on a separate note, Chicago has the best pizza by far 😂. We have a variety of types as well. Whenever New Yorkers visit they try and agree. 🫶🏽🙌🏾💪🏾
23:28 I'm so glad someone who has a bigger platform is talking about this, because this is something I have talked about for a while now!!
If we're to disrupt and innovate we cannot start from what is. That will negatively skew the innovation. We have to start with the big idea and use previous data to propel forward the new direction. This has to be one of my favorite conversation yet!!
This was by far the best episode for me.❤
As a designer, just realizing the weight of centering the core of my business on a narrative is simple yet revolutionary.
I'm now even thinking that the concept of perfect work is highly subjective- based on how much people have enrolled into your story by rallying around your narrative.
Amazing work as always. Appreciate the dent you're making in the world❤❤❤
Honestly obsessed with everything you share! I can not consume your teaching fast enough. As a nurse practitioner starting her own business in the coaching world, it is allowing me to tap into my creative side and I love it! Thank you Chris for your work!
I love everything he said about conviction 🍁 Freaking perfect. This is probably my first comment too 😅 Chris, I'm from Pasadena - I'm in the Arts of Life, and your teachings have been guided since 2019. I'm proud to have you as a leader 🙏🏾 Thank you and The Futur 🎉
This is the video ive always been looking for. It has been in the back of my mind for the past couple of years but I never got any chance to find someone explains everything so elaborate like this one. Thanks Micheal & Chris!
Glad you enjoyed it!
Enjoyment falls short, it is an absolute masterclass. Thanks so much for sharing @@thefutur
If you don't mind please tell us how you have made impactful use of this story. It's been two months now. Cheers.
‘Change equals new possibilities and opportunities’ -love that perspective
"Learn the language of the world you want to be a part of."
... And then, create the kind of world you want to be a part of ..
For the first time ever, I hear a new thought. This is the best video on brand story telling I have ever watched. And I am a Bschool grad with a branding spec. I learned so many new things.
The best part - Michael, you don't see the need to keep it simple. You are detailed, technical and highly analytical about stories. And you share in the same language.
I always believe your talent should not be measured by if you can teach it to a middle schooler. Things are not that simple and those who think deeply, know it. I saw a little bit of myself in you. Brilliant video.
I truly believe this is one of THE most invaluable pieces of information I’ve encountered about how to succeed in business. As a new entrepreneur in the creative space, I have consumed countless amounts of books and video how to’s in sales, marketing, and skill set. However this is truly gold. It really solidifies that as a small business, YOU are your business, not your product or your skill. If you have a skill / talent and can provide a service / product this is the ticket to entry. Once you open your doors so-to-speak, what makes your business is what YOU as a person can offer your customer to provide value. The intangible is what makes you successful. Thank you both SO MUCH!! I really had a light switch moment today.
You totally knocked it out of the park with this vid, Pana Chris. Pure jackpot-awesomeness, I telling ya
Thank you 🙏
Michael’s passion is just as palpable as Chris’s! I would love to see you guys together again👏🏾
I'm sure we can get him back. What should we dive deeper on?
This was a really impressive interview. It’s rare for Chris to interview somebody who is truly on his level and on top of that somebody who is able to challenge and guide him. More interviews like this please :)
Thank you
@@thefutur i have to second that, this is truly awe inspiring. Next level
😮 this is a masterclass, never disappointed to listen to Chris Do's interviews ❤
@13.46 is where I decided to finally subscribe.
I've been watching these videos for some time. But for whatever reason, at this point, I heard Chris do what he did and decided to subscribe. I was thinking to myself, "What in the world is Michael talking about?" Then Chris said, "You're making a pretty important distinction here SO LET ME MAKE SURE I UNDERSTAND IT.." then proceeded to make sure it was clear.
I said to myself, "Thank you!!!"
I appreciate it!
This was so needed. Thanks for the crash course on story, gentlemen
Oh wow, what a conversation! I listened to every sentence twice or even three times because the thoughts were so deep. So far, this is the most useful video I watched on RUclips, ever. Thank you, Chris and Michael.
Wonderful!
I’m 20 minutes into this interview and I can’t turn it off. This is fascinating.
Glad to hear
Learnt loads here from both Chris’s questions and Michael’s answers. Gonna quote you both. Love it! Thanks.
I found this channel recently, while looking for guidance on how to build a community, and wow, I’m so impressed. There are so many points that resonate with me about the nature and power of story.
I’m one of those data guys you’re referring to, and I’m realizing I need more creatives to make my brand work.
As a Landmark graduate myself, you explained integrity really well. and what works and what doesn't is an important element to consider in life and business.
I’m only 20mins in and this has already blown my mind. Really well articulated and moderated
Hey Chris I truly enjoyed this conversation and my brain was truly stretched😊
I was thinking about what you are building and thought “The Futur Is Business AND Design” It is now true on the individual level and the corporate level.
On the individual level, creatives can no longer run from having business acumen/understanding/comfortability and business people are not only realizing the value of creativity but desiring to express theirs.
Thank you so much for sharing this👊🏾
I can see a future with BusinessDesignmen and women
This really blew my mind. Thank you for your insights Michael and to Chris for leading the conversation in a very constructive manner.
Thank you for making this. As a Multimedia designer/ developer I constantly struggle with getting business people to understand the value of creative services and why it is needed for a business to communicate their products/services to an audience. This is very helpful insight on creating stories to resonate with business people.
I rarely comment on videos. I consume a tonne of this type of content, and you are by far the best I’ve seen as bringing experts’ vague advice and context back down to practical application for those on the frontline.
Great work, please keep asking these questions and asking for clarity. 🎉
Thank you for the feedback. Appreciate it.
absoultely love this. It has made me look at story telling a whole different way.
Lights on a winding road. Tnx for this
This one hits hard and one of the best value packed podcasts I’ve ever heard!! I can’t thank you enough for this! Michael is legit!! The real deal and superhuman. 😎😎😎
Thank you
I love how AI is revolutionizing the design industry. As designers begin to grasp the immense potential of AI, the workplace is undergoing significant changes. I experienced this firsthand during my last internship when the entire design department was let go. For me, working under a boss is no longer an option. Instead, I'm dedicating myself to personal growth, and sorta pausing my skills in 3D, AI, and branding-skills that will only become more easy as AI tools continue to advance. Now, my focus is on sales outreach, presentation work, and exploring diverse projects within niche markets. This approach allows me the freedom to take my design studio wherever I see potential. Thanks for the inspiring talk - Checking the book out now.
That was mindblowing. I felt like I grew some new brain cells just listening to it.
Me too! Well said
One of the best content ever uploaded! Stunning
Such experience!! This conversation is gold man!! Ist was really inspiring. I truly enjoyed it.
Chris and Michael, thank you so much for simplifying yet abstracting the language between story and narrative. Both of you are powerfully driven to move us in the "futur". May all the forces be with you!!! *Hulk talking with his emotion*😊
Heck yeah!!! Designers and business people in the “same school”! That has been my dream.
Magical conversation. So much we needed to know.
omg such GOLD.
30:00
Character. Trumps. Credentials.
One of the best pieces of content out there. Congrats, Chris 👏👏👏 & Thank you, Micheal 🙏🙏🙏
I got here from you recent linked in post. This literally answered my question I was going to comment. This is exactly what I needed!
My mind is definitely expanded and can't shrink back 😅. Blown away by the depth of knowledge you both shared here
Loved this discussion, delightful ending :)
B R A V O !!! Just what I needed to hear today. Thank-you both for this masterful thinking. Love the "heart" of your stories.
Cheers.
Love these amazing insights. Please do another round with Mike ❤❤❤❤
Amazing video! Such great insights by Michael. And the quick and dirty sparring about Brand Lab, and how Michael just works his magic on the spot, was really admirable. Cheers!
Glad you enjoyed it!
1:19:37 great stream Chris and the guest, at this particular time stamp I just think back to how I was taught design principles in a vacuum (at university) with almost zero connectivity to real life training of negotiating with clients, not enough philosophy! so it's like students being taught to drive with a bit of theory and no vehicle! Thanks Chris hope you become a conglomerate with your teaching and influence these institutions to teach design with business sense in schools!
This really resonated me on SO many levels. I'm an marketing media planner, so a suit in the advertising world. (For those that don't know, I make sure that the right people have the potential to see your ads/ creative). I'm also an aspiring visual artist - painting. I'd like to think I have some insight into both worlds. I am NOT a designer though. I AM however a creative.
I have been studying The Futur for about 5 years, and consumed almost all the video you produced by in my conclusion this is by far the most valuable video in my eye ever produced, this is not conventional knowledge this is Wisdom. Thank You
Thank you
Design is important at IBM, as an IBMer. But it needs to be purposeful to the use case/ business case not just for the sake of design. We value it over here! We have a whole team of storytellers who teach us execs and work with us!
So wise, so challenging, so hopeful - so The Futur! Thank you!
Love this episode!! Chris, you may be ultimately speaking about everyone’s inner child: the passionate, creative, curious pure human part of everyone
This validated and enhanced the direction I'm heading with my brand projects. Thank you gentleman. That was engaging from start to finish.
Such an awesome show!! I wanna tell stories in a new business and my personal life! This helps!! Ty!! ❤
Meaty indeed! I gained 10lbs from this convo! Thanks fellas!
Haha
Outstandingly Provocative Conversation!🎉
So good, such a brilliant chat, so many insights & facing hard truths!
I throughly enjoyed listening to this discussion. I'll have to relisten to it, since some went fast and over my head. I'm a web designer with my own creative studio. Currently, I"m in the Accelerator Program, geared toward creatives who want to work on the business side of their endeavor in order to earn more revenue and achieve greater success. My understanding of The Pro Group is that it is the next stage for creatives who have reached a certain level and want to achieve even greater revenue and success. My impression is that The Pro Group seems more informal and flexible than Accelerator, but consistent with its audience and purpose. My goal is to one day become a member of this group to further expand my business.
My sense about Brand Lab, at least before I watched this video, was that it is the next stage beyond The Pro Group, aimed at creatives, who have achieved the one million dollar mark. What I learned in this video, however, is that Brand Lab is not limited to creatives, but is also geared toward those those in non-creative businesses as well, who desire to achieve more revenue and success, well beyond the million dollar mark. And the vehicle which will help get them there is reinventing and/or refining their existing brand. So the scope of Brand Lab differs from The Pro Group and Accelerator in two areas: First, its open to any and all businesses, and secondly, it focuses primarily on brand.
Currently, I'm taking Made by James, a brand identity course, being offered by The Futur. I'm developing a much greater understanding of and appreciation for the notion of the importance of brand identity for my web business success. I can see how Brand Lab, as a lab, could be a hands-on, real-world extension of James' course, offered to those in ANY business with revenue, meeting the million dollar threshold.
As such, if Brand Lab's audience are both non-creatives and creatives, then I'm not sure whether the tag line "Helping left-brainers, think right™" is the best way to frame the Lab, but rather seems too narrow and would alienate part of the creative audience. In fact, why make the distinction at all? This is the point I'm trying to make here. While creatives may more naturally understand brand identity, they will most likely need what the lab offers, in order to step up their business. I'm not sure what tag line might be better suited -- perhaps something that in some way reframes the notion of people''s conventional understanding of the future.
Moreover, I can see how Brand Lab could be a means, not only of honing in on people's brand, but also a way in which both creatives and non-creatives could engage in dialog and develop a bridge of greater understanding.
The group currently is about 50/50 left and eight brainers. The interplay has been great. We learn from each other.
@@thefutur Great! Wish you the best.
Gentlemen, thank you very much for this discussion. It was very enjoyable and thought-provoking. Cheers! 🎉
Glad you enjoyed it!
I loved it so much! I am a Futur fan, but this is even higher ground. Ok, I start to practice story.
Thank you for the feedback
Learned so much from this video! Building a strong narrative is the only way forward.
This was an incredibly inspiring conversation! Much appreciated
Wow this one hurt my feelings ! Loved every minute
Sorry. :)
Yes, my mind was expanded. No apology necessary.
The distinction between narrative and story is gold 😉 Love Michael Margolis’ work around Story and was delighted to discover he was the focus of this interview, the title/subject matter of which is what initially drew me in.
Thank you
Felt like I got to see into the future, especially after 1:22:00 thank you. Definitely mind/heart expanding to see where we're going with AI.
This was amazing!!! So relevant and informative!!!!
This is a great hour and a half spent. 😎
Glad to hear
23:36 this is why we should reject the null hypothesis method! I’m in 100% with your guest!
Chris, you empowered creatives to embrace business skills. These creatives became versatile contributors, blending creativity with strategic thinking.
To extend your approach to business professionals, it's a chance to highlight the valuable impact of creativity. By sharing success stories of creatives seamlessly integrating both aspects, you can show business people that embracing creativity enhances innovation, problem-solving, and overall success.
The past success with creatives serves as a testament to the untapped potential that lies in merging business acumen with creative thinking.
I hope this brings you value, you brought so much to me, it’s the least I can do if it helped.
This podcast did expand my mind. Thank you for bringing such an intellect guest in the futur podcast.
I appreciate what you guys bring to the table so much. it's a mind opening experience to watch your videos Chris. Keep inspiring!
Un lujo poder acceder a estas conversaciones que trae Chris. De verdad gracias por hacer público este contenido.
Thank you 🙏
Ability to Write, Ability to speak, ability to convey ideas in that order; by Patrick Winston; appreciate that quote!
another one of your videos that I get to watch multiple times! awesome.
Glad you like them!
Great content! My wheels are turning! Thank you! 🎉💃🏻🙏🏻
Chris, my dad bought me watch in 2015 it's a normal watch with 3 hands not a smart one and I still use it till today. It had got multiple repairs but I still use it to date and in the future too. That watch is so precious to me because it's a memory of my father. I can't replace it with anyone.
Wow this is a BANGER
Learning all the way from Zambia Africa
Chris, you said it yourself: the new story is helping creatives connect to businesses, by showing businesses how to work with creatives. This is the umbrella under which the new story unfolds.
OMG, Thanks! The best talk to date. All boxes checked.
Glad it was helpful!
We're at 1h20... 10 mins to go, and I'm already dreading that it's coming to an end. Thanks guys
Thank you Johnny!
This was great 🎉🎉🎉❤❤❤ and funny 😂
This was just the message we needed to see this AM, thank you in advance! 🤙🏾
Bombastic one. Most of the talk session Chris had a pretty terrified face. But also the overall feeling of inspiration. The anger of Halk part especially resonating to me, that’s how I’m called at home most of the time, almost every day.
I did?
Yep, bro, you’re a terrifying inspiration. Thank you for what you’re doing all along the way.
Great episode Chris 👌 Loved the distinction of story vs. narrative. It was a great reminder of some advice Lisa Cron shared with us on the podcast about channeling a story’s shared emotion through the protagonist
Heard a prof recently say wars are not fought over land but stories - testament to its power.
Yep
Awesome episode Chris!
This was/is an incredible video. Thank you.
What an insightful discussion, you guys are doing great work!
Thank you
This was mind-blowing,thank you!
Glad you enjoyed it!
Thank you, this was great 👍😃
I wanted to finish this podcast, so great to have and michael looks like as busy thinking as he sounds!
So commodify your uniqueness, your story