Expert tips on management communications and the power of storytelling
In Tuesday's Fast Company
column, Dan Heath hearkens back to the Story of Jared, the guy who lost 250 pounds by eating Subway's low-fat sandwiches every day--and was the star of the advertising world for months. As Heath points outs, the phenomenon was due to the power of story over a list of facts.
Contrasting the impact of the real-life story with a previous campaign that focused on the stats (7 sandwiches under 6 grams of fat), Heath points out the key elements of the Jared story that made it so effective: it was unexpected to learn someone could lose weight by eating fast food; the results were concrete (the striking difference in Jared's appearance and especially, the enormous size of his pre-diet pants made it real); and the story of touched people emotionally when they learned how debilitating obesity is. Here's the link to Heath's entire column: http://tinyurl.com/ygb6l98
Note that he listed my book, Around the Corporate Campfire: How Great Leaders Use Stories to Inspire Success
, as one of his favorite resources on the subject. (Thanks, Dan!)
To buy a copy, go to: http://www.corpstory.com/products.htm