Storytelling How to Harness Story in a Digital World
Christiana Shi, President, Nike Inc.

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1- How do you make people think when you tell stories?

2- What emotions trigger loyalty?  Action?  Willingness to take risk?

3- How do you leverage your digital channels with your stories?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1- How do you make people think when you tell stories?

2- What emotions trigger loyalty?  Action?  Willingness to take risk?

3- How do you leverage your digital channels with your stories?