@DBPardes
Deborah Pardes
@DBPardes · 2:49

Meet Swellcaster Kelly Parker | Defining the Story for Businesses

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It has to do with story listening, and it has to do with knowing what story to tell before you tell the story. It sounds so basic, but when you're a company and you're looking at your end user and you're saying what story is going to wrap around their hearts and change their ideas and ultimately change their behavior, what's that story going to be? And there's a new movie out about Nike's decision to bring in Michael Jordan to create the product Air

@kellydparker https://www.kellydparker.com/ #corporateculture #DBPconvo

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@GloryMovement
Edlyne Decady
@GloryMovement · 0:28
Hi, Deborah. Thank you for introducing us to Kelly. Kelly. Welcome to swell. I'm actually new at Swell myself. I find it a wonderful way to communicate, actually. It's unique and it's authentic, and that's what I love about it. And I'm excited to hear about what you are going to offer us on Swell. So, hope to meet you in the future. Okay, have a great day. Bye
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@kellydparker
Kelly Parker
@kellydparker · 3:24
You mentioned the idea of certainly none of us want to be manipulated. And I think that's one of the keys to not fall into that trap is really to remember, you know what? I'm not telling a story just to get people to do a thing, but I'm telling a story so that I can serve people at the highest level through my product or my service or whatever it is that I bring to the table
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@kellydparker
Kelly Parker
@kellydparker · 2:41
Hi. So there's one other thing that I wanted to mention in terms of really trying to identify what is the right type of story to tell. There are three stories, types of stories that I think every brand should think about telling and definitely have one hand to tell at the appropriate time. So I wanted to offer those to you guys. The first I call a pillar story. And this really, really answers the question of what do we believe as a brand?
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@kellydparker
Kelly Parker
@kellydparker · 1:40
It's time out for all the rhetoric and stuff, and people will quickly see through that stuff. So I think it's just a good reminder for us all to make sure that within our storytelling, we are being authentic and true. Because that is what captures people's hearts, not the rhetoric
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@DBPardes
Deborah Pardes
@DBPardes · 2:39

@kellydparker pillar story, back story, transformation story

I think it's great to have structure because it requires a certain amount of rigor and a certain amount of thinking, okay, what is our pillar story? What are the words that really evoke the origin story as well? Like, why did we start this thing and what was it informed by? I think a lot of brands go through changes of leadership, changes of product direction, and that's when things get wobbly
@kellydparker
Kelly Parker
@kellydparker · 3:16

@DBPardes

So going beyond, like, all right, we got to get the product on the shelf, XYZ date, et cetera, et cetera. When it comes to really connecting with people, it requires us to develop the discipline of taking a step back. So you mentioned an example where folks have really been able to find their story
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@DBPardes
Deborah Pardes
@DBPardes · 1:49

@kellydparker

I'm using brand interchangeably with company, which is probably the wrong thing to do, but I just love your command of this. It's so wonderful. I've been having a conversation with somebody, Sunil, who is also a story sort of broker, someone who helps companies find their stories. It's just a real zeitgeist here on Swell. So I'm so happy you're here, and thank you for this response. And I'll make sure I invite Samil to your conversation as well
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