Storytelling Using Story to Humanize a Business
Nathan Hubbard, Head of Commerce, Twitter

Video Vignette: Using Story to Humanize a Business

Featuring: Nathan Hubbard

Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company.  He leverages three story lines to establish himself as the face of the company.  He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.

Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.

Considerations and Questions:

1- What story inspires you to do the work you do on a regular basis?

2- What story do you want others to tell about you?

3- What story can you tell about how your company can impact the world?

 

Video Vignette: Using Story to Humanize a Business

Featuring: Nathan Hubbard

Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company.  He leverages three story lines to establish himself as the face of the company.  He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.

Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.

Considerations and Questions:

1- What story inspires you to do the work you do on a regular basis?

2- What story do you want others to tell about you?

3- What story can you tell about how your company can impact the world?