Cannes Lions Festival presenters talk about the NEW technologies, the NEW trends and the FUTURE. The opinions might differ on what this future will bring but the presenters, whether it’s Robert Redford, Coca Cola or Facebook, all seem to go back to something that not so new at all: the STORY.
Stories have been around us since the beginning of the humanity. They have been a fundamental part of human communication and the essence of human experience. It is the stories that provide us with context through which we learn, understand and remember. A well told story makes a movie worth watching, presentation worth attending and a speech worth remembering.
More importantly, stories have ALWAYS been at the heart of communications. But the digital and social media has swung the door wide open to a much bigger heart. Through the availability of new tools we are now able to make stories more compelling and engaging than ever before and are able to create user experiences that are worth talking about.
But what makes a good story? Robert Redford thinks its sex. And “something you haven’t known. Something that hits your gut, your heart and therefore your emotions. And if you’re lucky, informs you as well.” Carolyn Everson of Facebook thinks: “A good story sparks conversation”.
Sounds easy? It’s not. “Telling a good story is the toughest job in the world”, said someone else. What can help? Understand your audience. Know what keeps them awake at night. What touches them. Know how they consume content. And where. Remember that choosing a relevant platform to tell your story is as important as the story itself. And go for it, no matter what age, everyone loves a good story.