Storytelling is an ancient art. This post is not about the ancient art of storytelling. It’s about playing the supporting role in other people’s stories.
Take the example of Nike Plus. By setting up an online platform, Nike played the supporting role in millions of people’s stories about how they were losing weight and becoming better runners. This was a story that their audience desperately wanted to tell so with the opportunity to share their story, people were also happy to ‘share their dollar(s)’ with Nike by buying their products. Read How Nike’s Social Network Sells to Runners for more on the success of this campaign.
Kiva.org is an excellent example of a not-for-profit organization that has built a beautiful platform for sharing stories – entrepreneur’s from the developing world share their stories with Kiva (and their partners), then Kiva publishes those stories online and their platform allows people to become part of this story by investing in those entrepreneurs. Kiva then continues the story by providing updates to the investor as the entrepreneur pays back the loan and experiences success. Continue reading