English Subtitles for Personal Connection in Corporate Storytelling: Beth Comstock (Future of StoryTelling 2014)



Subtitles / Closed Captions - English

behind every person behind every company

behind everything there's a story of how it<font color="#E5E5E5"> got there and the most relevant</font> stories connect on a personal level<font color="#CCCCCC"> i'm</font> <font color="#CCCCCC">beth comstock i lead marketing and</font> innovation at GE people have a lot<font color="#CCCCCC"> of</font> choices especially now we're all

bombarded with options of where<font color="#CCCCCC"> to place</font> our time and<font color="#E5E5E5"> I think</font><font color="#CCCCCC"> in the world we're</font> inhabiting a world where it's more machines talking people talking connected via social media the<font color="#E5E5E5"> ability</font> to simplify is very important if you're

a company or your corporate storytelling how are<font color="#CCCCCC"> you memorable when you have</font><font color="#E5E5E5"> very</font> complicated things you have to talk about<font color="#E5E5E5"> I find</font><font color="#CCCCCC"> often in business we only</font> want a logical mathematical financial dealing and the<font color="#CCCCCC"> reality is you have to</font>

be<font color="#E5E5E5"> about a story to connect to connect</font> to a person to connect to a customer<font color="#CCCCCC"> to</font> connect to a product I think increasingly we want to know where our fabric came from we want to know where the materials in our watch came from in

our and our jet engine we want to understand what happened to get us to where we are you can't sell something until you've entered someone's<font color="#E5E5E5"> mind we</font><font color="#CCCCCC"> talked about</font> market share but it's really about

getting mindshare getting inside people's minds and creating a story for what's possible so I think<font color="#E5E5E5"> if you begin</font> with<font color="#E5E5E5"> the premise that your your company</font> can be a storyteller you find storytellers everywhere I find some of

our best storytellers<font color="#E5E5E5"> are engineers what</font> you need<font color="#E5E5E5"> to create is kind of a central</font> group that's good at translating they know how to elicit a passion in someone to get them to<font color="#E5E5E5"> tell their story you are</font> almost afraid to look at what you<font color="#E5E5E5"> have</font>

and so for us it was<font color="#E5E5E5"> a big awakening I</font> think just to say<font color="#CCCCCC"> you know what we're</font> geeking we love<font color="#E5E5E5"> it the kind of things we</font> make their badass they're big they're amazing works of mankind and science you know when you kind<font color="#E5E5E5"> of embrace who you</font>

are and find an elegance and a beauty in it it's amazing<font color="#CCCCCC"> where it takes you</font> recently<font color="#E5E5E5"> we had great success with a</font> series of stories we did that was a bit imaginative<font color="#E5E5E5"> and we said what would a</font> child think about if they looked at GE

and it was that that way of reminding all of us remember when you're a child and you just had this amazing magic of looking at things your imagination went wild and so you'd see a plane in flight or you would see a train and<font color="#CCCCCC"> you start</font>

<font color="#CCCCCC">to think</font><font color="#E5E5E5"> of this sort of imaginative way</font> so I think<font color="#E5E5E5"> sometimes in storytelling you</font> have to take people to another place you <font color="#CCCCCC">have to</font><font color="#E5E5E5"> connect remember when remember</font> when you were a child when you're a storyteller you want to

connect but you also you have a message you want to convey it is a bit of an art of why is this relevant it might be easy to say hey<font color="#E5E5E5"> you should know about this</font> jet engine because it's really<font color="#E5E5E5"> good</font><font color="#CCCCCC"> or</font> you could say hey this jet engine we're

working to make it ninety percent lighter in terms of materials than ever before in history why should you care because<font color="#CCCCCC"> it takes emissions out of the</font> air and perhaps you care about a cleaner world the return on storytelling is did

<font color="#E5E5E5">you make a connection are people finding</font> value in it enough to share it of course in business as always is there some return you know an investment<font color="#E5E5E5"> from a</font> financial perspective but I'm a big believer if you plan enough seeds if

you've made yourself open enough people understand and<font color="#E5E5E5"> relate to your story the</font> Commerce will follow people don't want <font color="#E5E5E5">to be sold they want to be inspired and</font> you have to really fight<font color="#CCCCCC"> for that I</font> believe above what's important for the

company is what's important to connect on the human level you you you



Video Description

http://futureofstorytelling.org/video/mind-share/
See the rest of our 2014 FoST films here: https://www.youtube.com/playlist?list=PLs6Vd3jEmIsvQTuwyNo6KaILrAal6napZ

GE CMO Beth Comstock emphasizes that connecting with your audience through an authentic, personal story is a critical first step for any brand—you have to achieve “mind share” in order to get market share. A company’s best storytellers are often their team members working behind the scenes. A marketer’s job is to elicit those stories and translate them to the world.

A Future of StoryTelling Film. Produced by Melcher Media and Acres.

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