David Woodward, director of strategy at Weber Shandwick, explains why being able to tell your company’s story of innovation is a powerful tool.
Why do some mobile phones make us queue round the block, while others sink without a trace? Why, when almost every organisation innovates, do only a few gain a reputation for it?
Often the most important point of differentiation is the strength of the story. Storytelling is an engagement tool with the far-reaching power to charm and fascinate. Products and services can be imitated. But a genuine story connects with audiences in a way that transcends the material, making us feel and believe.
Business has always had a hard time communicating innovation. The world’s first powered flight – an achievement of unimaginable magnitude – was ignored by the vast majority....