Tag: Kayne West Zappos

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I Still Believe Levity Is the Killer App for Business Storytelling

I wrote about Zappos using levity as the killer app in its communications a few years ago. Before going further, it’s worth noting that levity has a lower bar than humor. We’re not trying to channel Jon Stewart or Conan O’Brian. Levity delivers a smile, a grin (bigger smile) or, at its best, a low-decibel …more

Levity is the Killer App for Business Storytelling

Notice I said “levity,” not “funny” which is a much higher bar. Still, it often takes guts as much as creativity to bring levity to a brand’s storytelling. And if you can tap into a recent happenstance, you’ve got the makings for a story to reach the masses. I’ve come to call this “improv marketing” …more