Cannabis Storytelling to Win “Stories constitute the single most powerful weapon in a leader’s arsenal.” Howard Gardner, Professor of Cognition and Education I was recently on #Benzinga Capital Conference panel that discussed the power of stories to build cannabis brands, connect with employees and attract investors (see video link in the comments below). Since the event, many people asked me how to craft and tell compelling stories to drive their strategic goals. A story is more than a recitation of facts. It is an account of real or imaginary people and events told through text, literary devices (e.g., allegories, metaphors) and imagery. Powerful stories can break through media noise, persuade individuals and drive desired behaviors. Cannabis’s heritage, social justice considerations and consumption habits make it a fertile canvas for creative storytelling. Below are some of my storytelling ‘best practices’. They are inspired by my university education (military history), hobbies (art, reading the classics) as well as the fields of anthropology and social psychology. > Great storytelling is about your ‘why’, what you say and how you say it. - Your Why People are hardwired to listen, remember and trust stories that align with their values, purpose, and individual situations. Oral and visual storytelling is an ancient practice that antedates the printing press by thousands of years. Stories are perfect for communicating your corporate purpose, convincing consumers to try a new product or enlisting your workforce to support your change management efforts. - The What Powerful stories appeal to a person’s 3 Hs: heart (emotions & values), head (rationale thought) and hands (ability to take action). Compelling stories are: 1. Relevant to the audience – see the 3 Hs 2. Authentically and credibly perceived - the storyteller is trusted 3. Consistently delivered – there are no inconsistencies in the story - The How Storytelling is not easy. - You first want to define your objective and key messages (focusing on the 3 Hs) and then communicate them in a pithy fashion using literary and visual devices (including mnemonics). - Crafting a compelling story takes time, requires talent and involves editing. Ernest Hemmingway nailed it in 1934 when he told an aspiring author, “the first draft of anything is shit” For a great example of a powerful and inspiring story, see General Dwight Eisenhower’s address to his troops on the eve of D-Day. - Know your audience, collectively and individually. This is where employing anthropology, psychology and quality market research pays off. - Use an omnichannel approach Ensure your story is consistently told across your channels at regular intervals.

Posted by Mitchell Osak at 2024-06-10 20:06:04 UTC