Are you a Storyteller?

A storyteller is a ‘lens maker’ and provides tools to help people understand where they are and where they can go.

The atomic elements of any lens are Stories and Numbers as highlighted in the perspectives offered by the Story Lens below and outlined here:



Story Relationships
Our unique perspectives on stories is that they are unique in that they ‘have relationships’ as well as are the core of relationships which are necessary for both social interactions and the creation of value.

  • People to Content (stories)
  • Content to Process (work)
  • Process to People (learning)

Understanding the relationships of stories or content helps us get the right content to the right people for the right work.  While this ideal is not new, it is very effective as it helps us ‘mine’ stories or content from places, spaces and people that would have otherwise gone unnotices.  Most times content is created when it is available elsewhere at great cost in time and resources.  We call this ability to mine stories ROI Re-Capture.

Competing on Stories and Analytics

Story< >Process< >Software< >Brand< >Measures (analytics)

Competing on Analytics is in vogue in the corporate executive suites today as the underlying assumption is that numbers don’t lie and provide executives the visibility to make decisions that lead to success in the market.  Yet numbers simply represent market stories.

In our experience analytics or the analysis of measures and numbers are needed to provide useful and meaningful story perspectives.  Our clients have found that there are many opportunities to avoid the ‘proxy’ of analytics and look directly to story perspectives to manage their projects or business whether the focus is operational or strategic, manufacturing or marketing.  Analytics can’t stand alone as they face backwards, but they are important to understand forward facing stories or Scenarios.  Time is the glue that helps us and our clients reconcile the ‘facts’ found by numbers and the ‘vision’ created by stories and scenarios.

Time Perspectives:

There are many ways of looking at and interacting with time in order to understand personal and business environments.  Here are some of the perspectives of Time that we value–

  • Clock Time–Past, Present, Future (most common way of viewing Time)
  • Cycle Time–Relative Time or some flowers only bloom when Salmon are running.
  • Event Time–Event and Time only starts when participants arrive (party, cultural event…)
  • Story Time–Stories may be used to change Value of past, present and future data
  • Scenario Time–Time unfolds according to interaction of stories

Promises, Promises

A promise is simply what one party delivers to another in exchange for something else which could also be a promise, a product or a service.  Promises are often part of goods or services if you consider the stories of quality or value attached to most brands.  Why is this important?

Promises impact our perception of value and can be measured with numbers or stories to determine how two products, places or spaces differ across time.

Persona Perspectives 

Moving beyond conventional marketing thinking related to market segments has provided our clients with significant value for their brands and insight associated to their competitive analysis of markets and competitors.

Persona perspectives can describe buyers and sellers as well as the relationships of content, people and processes described above.  Sell to the Persona is the hidden value that enables content to align products and people or deliver accelerated learning or mine ROI Re-Capture.

Model Perpsectives

Model perspectives strive to describe the relationships, mathematical or stories, that exist in a business environment. Models may provide details or a high level view depending on the business need and in our experience higher level views of models are generally sufficient to provide insight to a business whiich we describe with the simple phrase, 80% of value with 20% of cost.  

We deliver 80% of project value with 20% of the traditional cost by using stories with the perspectives above to provide insight at the core of all numbers.

Nick Trendov


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