I recently read a book about Storydoing™ written by Ty Montague. It was called “True Story: How to Combine Story and Action to Transform Your Business”. The book created the concept of storydoing and differentiated it from the regular marketing approach that primarily relies on storytelling – coming up with a story and labelling the product according to story. Montague kicks off with the example of Red Bull and shows how action-based leadership of Dietrich Mateschitz has demonstrated very well how a company that is able to come up with a metastory that completely defines the actions of one’s firm, is able to successfully continue pursuit of its customers’ attention.
The tool of Storydoing™ relies on six attributes that should be in place in a company that wants to engage its customers actively with its story:
- Having / creating a story
- Using the story to define ambition that is beyond commercial success, but helps to achieve something bigger
- Making sure that the story is understood and cared by everyone in the firm
- Making sure that the story is used to drive action throughout the firm
- Creating iconic, transformative actions that rely on the story where you focus on
- People outside your firm engage actively with your story and with your action.
Where Lego Serious Play comes in handy is in defining the story in a manner that helps to redefine and engage the entire organisation.