LIVE Event Series Breakfast: Storytelling - the new imperative for business success
Please note this event is at capacity and registration has closed. If you wish to join the waiting list, you will be notified if a space becomes available.
Forbes calls storytelling the new strategic imperative for business.
Join us for our next LIVE Event Series breakfast – Storytelling: the new imperative for business success – featuring author and Senior Lecturer at the UQ School of Communication and Arts, Dr Kim Wilkins, and Managing Director of Ogilvy Brisbane, Ben Lightfoot.
A good story can go where empirical data, justified reasoning, and quantitative analysis cannot: our hearts. Storytelling drives emotional engagement, the fellow to rational engagement. Whereas rational engagement engages the mind, emotional engagement engages the heart. In the age of digitised brand experiences, business success is becoming more dependent on the ability to effectively engage the emotions of customers and employees, and good storytelling is at the heart of this.
Storytelling can be a powerful strategic business tool, but in order to wield that tool, businesses need to understand how to craft quality stories, if they are to succeed.
As Harrison Monarth from Harvard Business Review said: “Life happens in the narratives we tell one another…data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.”
Attend this event to learn:
- how to craft a quality story in a business context, using the 'magic square' of storytelling
- how to engage the emotions of your customers to build better brand experiences
- how to engage the emotions of your employees to improve employee performance
- about organisations who successfully use storytelling to drive success.
Dr Kim Wilkins
Kim Wilkins has published 30 books since she was first published in 1997. She writes for adults, young adults, and children, and publishes fantasy fiction under her own name and historical fiction under the pseudonym Kimberley Freeman. Her work has been translated into twenty languages and has won many awards, including the Aurealis Award and American Library Association RUSA Reading List Award.
Kim is also a Senior Lecturer in the School of Communication and Arts, where she runs the postgraduate Writing, Editing, and Publishing program, and is the lead investigator on a three-year ARC-funded grant about popular fiction and Australian publishing.
She has a particular interest in the interactions between creativity and commerce.
Ben is the Managing Director of Ogilvy Brisbane, the local office for one of the largest marketing and communication companies in the world. Ben has more than 20 years' experience in advertising and communications, working for large multi-nationals, boutique independents and small start-ups across New Zealand, Australia, New York, London, Paris, Singapore and Indonesia. Prior to joining Ogilvy in 2017, Ben was part of the team at Facebook, where he lead their Large Advertiser Marketing across the Asia Pacific.
Ben is one of few people who have held senior roles in both creative and management across brand, retail, direct, and digital. He has been internationally awarded for both strategy and creativity in each of these disciplines. His most treasured award however, is a Certificate of Merit for his Effervescent Personality. He is particularly interested in the role of technology and communication to enable better human connection and behaviour change, as well as the use of data to fuel creative expression.