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Every Chief Storyteller Needs a Tribe

By Mike Bonifer 3 years ago
Home  /  Story Organization  /  Every Chief Storyteller Needs a Tribe

Ray Wang (@raywang0), the CEO of Constellation Research , and Vala Afshar (@valaafshar), Chief Digital Evangelist for Salesforce.com, invited me to be on their first @DisrupTVShow webcast of the 2017, alongside my fellow storytellers, Rich Kylburg (@rlkylburg), the CMO of Arrow Electronics, and writer Heather Clancy (@greentechlady).

We were doubly honored within 24 hours after the webcast when Vala, who’s got to be the most prolific online commenter I’ve ever known–when does dude sleep???–posted excerpts of our interview to the HuffPost, and titled it Why Every Business Needs a Chief Storyteller.

He is 100% on the money. Every Business Does Need a Chief Storyteller. Here’s a reveal: Every Business Has One (And Maybe More)

It’s a role most often played by a CEO. The job is telling stories that connect vision to action in a multitude of contexts. It is lonely, precarious high-wire work. A Chief Storyteller needs all the help he or she can get. Chiefs need tribes.

The idea that an organization is, itself, a tribe of storytellers, that every employee is somehow responsible for moving the story forward, is more an ideal or an attitude than a reality. In reality, a lot of people are happy to show up at a place where they can share some type of camaraderie, get a paycheck that supports their lifestyle, and have health care for themselves and their family.  End of story.

A storytelling tribe lives outside the boundaries of traditional job titles and the silos of a company’s divisions, and its practices extend beyond the messaging and persuading of classic marketing. Such tribes concern themselves with the experience of participating in a worthwhile story. What doors does your organization’s story open, and what will I discover when I walk through them? In this framework, a transaction is a beat in a story, not the end of a story.

Members of a storytelling tribe can play a wide variety of roles. They are subject matter experts. Bringers of good news. Community managers. Publishers. Data miners. Enterprise Architects. Educators. Mapmakers. Gamifiers. Influencers. Connectors. Analysts. Animators. Documentarians. Producers. Developers. Synthesizers. Sniffers and Diviners. Intuitives and Empaths. Describers of the Future.

Who’s in your storytelling tribe?

Definitely a question worth answering going into 2017.


  Story Organization
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 Mike Bonifer

  (57 articles)

Mike Bonifer is the founder and Chief Storyteller for bigSTORY, a network of experts in diverse fields who specialize in effective communication and draw on breakthrough research that accounts for how stories affect business performance. We call our process Agile Storytelling. We apply it to help clients improve their communication processes, make more meaningful connections with audiences, drive customer advocacy and engage employees. Bonifer has been focused on new storytelling platforms and practices for his entire life, from the theme park his family built on the farm where he grew up in Indiana, through a long association with the Walt Disney Company, to bigSTORY’s contemporary work with Skype, Wipro, Manulife, United Airlines, and a host of mid-sized companies, and universities such as USC, Notre Dame and NYU. He has written five books on the subject of storytelling, most recently GameChangers—Improvisation for Business in the Networked World, and CTRL Shift—50 Games for 50 ****ing Days Like Today. In addition to its consulting work, bigSTORY develops and produces original stories. We are currently developing Death of Cassini, an opera about the last days of NASA’s Cassini-Huygens mission to Saturn, and Crypto Kid, a television series about Tinashe Nyatanga, a Zimbabwean hip-hop music editor living in Los Angeles who advises young music and entertainment stars on their cryptocurrency investments. The basis of all our work is a belief that our most optimistic futures are realized when we build stories together. When your story and my story become our story.