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Stop talking about content. Start talking about stories.

Let me tell you a story.
My nine year old likes to push boundaries. Sometimes he is defiant to the point of obstinance. But, there's one strategy that always works getting him in to line; threatening to cancel story-time.
Story-time is a sacred part our day, the chance to share a journey into a world of imagination and fantasy. It is also a springboard for countless discussions about the possibilities that exist out in the world.
Story-telling is, of course, a tradition rooted in the fabric of our society. It's been practiced since the beginning of time.
Don Hewitt, the legendary 60 Minutes producer, believed there was a universal request to "Tell Me a Story." He said people wanted their new packaged as drama, because stories help us deal with complex ideas.
Technology may be changing the mode of transmission, but in essence the art of story-telling hasn't changed. And it's an art all communicators need to concentrate on developing.
That is why I'm calling on my colleagues in marketing to stop talking about content, and start talking about the stories we have to tell.
It's the topic of a speech I'm giving at the Auckland Content Strategy MeetUp at the beginning of September.
I hope to see you there.
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