Storytelling Defining a Story
Mindy Grossman, CEO, HSN Inc.

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1- How do you engage your employees as “evangelists”?

2- How do you create a consistent stream of stories for yourself and your teams?

3- What channels of communication are untapped potential for you to tell your story?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1- How do you engage your employees as “evangelists”?

2- How do you create a consistent stream of stories for yourself and your teams?

3- What channels of communication are untapped potential for you to tell your story?