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There Must Be Dragons

By Mike Bonifer 11 months ago
Home  /  Marketability  /  There Must Be Dragons

If you’re in a business communication role, it can be tempting to insist that your story is all good news. That is, after all, how we are trained as organizational storytellers. We know of companies that are forbidden by their leadership from bringing up issues that threaten the very existence of the business. Imagine a Sears-Roebuck where no one could utter the word ‘e-commerce,’ or an Environmental Protection Agency where the phrase ‘climate change’ is banned. We are so conditioned to describe a Panglossian view of the world that even companies with stellar reputations will lose billions because no one wants to be the bearer of bad news. Messengers get killed on the regular. Everybody knows.

As storytellers, it is our job to include bad news in the narratives we design. Why? Because we cannot tell a compelling story without ‘dragons’ — the perils and threats that stand between our characters and their objectives. Adding to the dilemma: the bigger the threat, the more engaging our story.

Imagine a superhero film where the heroes win every single battle on their way to the climactic encounter. There’d be no tension. No twists or turns. It’d be a super-yawner of a story. Unless there are setbacks along our heroes’ path, unless there are tests and failures, their story isn’t as engaging to our audience as it otherwise might be.

Yet in most companies, a storyteller would have to be looney to include dragons in the organizational narrative.

How do you resolve this duality? You acknowledge your dragons in order to slay them. There are two realms where storytellers can slay dragons:

When sharing stories inside the organization, your story’s dragons are communication-related business dysfunctions. These fall into six categories:  Strategies & Tactics, Tools & Training, Work Environment, Organization, Collaboration, Delivery.

Each type of dysfunction has hidden costs associated with it. These hidden costs can be analyzed and rooted out, and the cost savings converted into revenue-producing activities. For example, a million dollars in cost savings, applied to Sales & Marketing at your current ROI, can return many times the cost savings in additional revenue. Rather than losing a million dollars, or saving a million dollars, you are making ten.

When sharing stories with the marketplace, your story’s dragons are your customers’ pain points and market disruptions. While this is probably an easier framing to understand–who doesn’t want their brand to be in the business of making customers’ lives better and turning disruptions into growth opportunities?–it does require one significant adjustment on the part of the brand storyteller: Your story is not your own. It belongs to the customer. You are not authoring the story, you are participating in it in timely and systematic ways.

The two takeaways:

  • By identifying and eliminating communication dysfunctions you are not saving the company money you are making the company money.
  • By honoring your customers’ stories instead of imposing your brand’s narrative on them, you’re earning their trust, their loyalty, and ultimately their advocacy. To persuade, participate.





  Marketability, Organizational Effectiveness, Story Organization
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 Mike Bonifer

  (57 articles)

Mike Bonifer is the co-founder and Chief Creative Officer for bigSTORY, a company of strategists & practitioners who are first in the world to utilize quantum storytelling, an emerging organizational science that accounts for how stories are created, live in networks, and influence behaviors. Throughout his professional life, Bonifer has been in the forefront of emerging storytelling practices and technologies. As the publicist on Tron, the author of The Art of Tron, and the writer and producer of Computers are People, Too, he explained computer-generated imagery to the analog world. As a founding producer of The Disney Channel, he pioneered the Walt Disney Company’s entrance into cable television with the legendary documentary series, Disney Family Album. As the producer of the award-winning website for Toy Story, he introduced movie fans around the world to Pixar’s extraordinary storytelling. He co-founded Network LIVE, which lives on as Control Room, producer of some of the biggest online music events in the world, including 2007’s Live Earth concerts for the environment, for which he served as Chief Storyteller. In 2007, he wrote and published GameChangers – Improvisation for Business in the Networked World, and, with Dr. Virginia Kuhn of USC’s School of Cinematic Arts, co-founded GameChangers, a learning company that applied improvisation to business communication. His work with GameChangers dramatically improved the performances in units of companies such as Skype, Gap Inc. The Walt Disney Company, United Airlines Media, Gawker Media, NetApp and GE. He has conducted university workshops in Public Health, Entrepreneurship, Engineering, Sociology and Cinema; collaborated with Alan Alda on a workshop for the Viterbi School of Engineering at USC; explained quantum storytelling to physicists at the Lawrence Livermore National Laboratory; coached Ron “The Gangster Gardener” Finley on his famous TED Talk on urban gardening; and returned to his old hometown in Indiana, to tell stories about the legendary smalltown Hoosier baskeball team, his childhood heroes,The Ireland Spuds. He was the featured storyteller at the 2014 San Miguel International Storytelling Festival in San Miguel de Allende, Mexico. He and his son, Alex, perform a two-person improv act called BonBon, the only father-son comedy improv act in the world (that they know of). In 2015, he will tour Panama, Guatemala and Nicaragua on behalf of the Notre Dame Executive Education program. With bigSTORY, Bonifer and Jeremi Karnell have created a home for one of the most remarkable advances in storytelling of our lifetimes. A way of seeing the world through the lens of the stories we create together. A theory that accounts for the brilliant possibilities that await us when your story and my story become our story.