ishmaels corner

And the Winner of ...


When I started this blog almost 10 years ago, it was to be an industry resource, to offer perspectives on issues that those in the business of communications care about. Toward this end, I’ve made a conscious effort to avoid writing about the Agency. At last count, fewer than 10 percent of the posts addressed an Agency-centric topic.

So I hope you’ll indulge me in sharing that our Periodic Table for Business Storytelling microsite took home the In2 SABRE Award for Best PR Agency Blog, Editorial, Communications Platform.



At a time when storytelling ranks up there with mom and apple pie, there’s just one not-so-little detail that no one talks about. When it comes to business communications, particularly in the B2B world, storytelling by its classic definition — a narrative with a start, an end and something going profoundly awry in between — often can’t be applied.

That’s the genesis for our Periodic Table for Business Storytelling. What started as a proprietary methodology is now in the public domain as an industry resource.

Given a choice between dull or interesting, people will gravitate toward interesting. Our unscientific research showed that 37 out of 37 people preferred “Game of Thrones” over CSPAN.

Believing that the best non-fiction narratives come from journalists who specialize in feature writing, we essentially dissected articles from publications such as The Economist, Businessweek and Fortune to figure out how they do it. What makes their writing so damned interesting? A mass comms department at a university could build an entire curriculum around the writing in The New York Times Wednesday dining section.



After mining these storytelling techniques, we created a half-day workshop in 2010 that we’ve continued to refine ever since. It’s these core concepts from the workshop that morphed into the interactive microsite on storytelling.

We appreciate the industry recognition from the Holmes Report. Hopefully, it brings more folks to the microsite.

Personally, I’m a fan of incongruent.



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