Does your Story work?
You have heard of the power of story and decided you really to tap into that power. You answered the first question: “what’s our story?” and crafted your story. Then, you answered the second question: “how do we tell our story?” and had your team develop means, methods, and media to tell your story.
Now, you need to answer the third question: “does our story work?”
How does your story impact your business and your bottom line, your organization, your brand, your reputation?
StoryMeter® measures the power of your story and its impact on your business. Its insights provide you with clear directions for organizational and business development and brand, reputation and communication strategy.
(We are currently developing communication materials, such as white-paper, spec sheet, brochures.)
The Two Drivers of Story
The two drivers of any good Story are Character and Plot.
• Character is the embodiment of values, qualities, and traits. Character covers the realm of Identity. Perceived or projected. Desired or Actual.
• Plot drives and justifies change and determines the course and result of actions. As such, it covers the realms of Strategy.
StoryMeter® measures and analyzes the responses to and the perceptions of your ‘character’ and your ‘plot’.
First, we measure Audience Engagement
The function of ‘Character’ in story is to enable an audience to connect emotionally with the story. It is called identification and association. The function of ‘Plot’ is to enable an audience to follow the story towards its end. This we call participation and involvement.
StoryMeter® measures audience engagement — not merely the quantity of engagement, high or low, but more importantly, its quality. Is it ‘character’- or ‘plot-driven’ – or both?
Second, we map audience perceptions – 1 –
These two dimensions produce four quadrants. The negative response to Character is alienation and dissociation, i.e., the opposite of identification and association. The negative response to Plot is withdrawal and escape, i.e., the opposite of participation and involvement. All strategy aims to one quadrant. Everybody wants to be a Hero in their Success story. Are you?
StoryMeter® also maps organizational perceptions, responses, and behaviour, where each quadrant represents a narrative about your organization, your brand or your business.
Third, we determine your Positioning
Next, StoryMeter®, analyzes your positioning within the story. In other words, who are you in your story? Every story has a Hero, a Villain, a Beneficiary, and a Victim, depending on who wins the battle and the quest for the Holy Grail. Who are you in the story told about you?
Profile your Character
Last but not least, we Profile your Character
Last but not least, StoryMeter® compares your image against the profile of the Hero. We determine if there are any gaps and how we can fill those gaps to attain the desired perception and position within the hearts and minds of our audience. The Hero, after all, evokes trust, respect, appreciation, and admiration.
The Hero’s profile is determined by eight elements that define the Hero, distinguishing the Hero from the Villain, on the one hand, and the Victim and Beneficiary, on the other:
• The Hero is the (1) protagonist who (2) suffers and struggles towards a (3) greater purpose. He (4) overcomes obstacles and (5) defeats evil. He (6) brings rescue to (7) his beneficiary and (8) changes the world.
Every component covers values, qualities and traits that we analyse separately and individually during the gap analysis.