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Kindra knows the challenges executives, top performers and brands experience as they try to capture attention in a crowded marketplace. Kindra is former Vice President of Sales for a multi-million dollar enterprise, national champion storyteller, 2014 Storytelling World Award recipient, a former board member of the National Storytelling Network, and she earned her Master’s Degree in Organizational Communication and Management conducting original research that examined the role of storytelling in organizational socialization.
Kindra has been seen in Glamour Magazine, Success Magazine and Entrepreneur.com and has worked with innovative brands like ConAgra, Stryker and Rodan & Fields to use the irresistible power of storytelling to capture attention and connect in a distracted marketplace. Kindra has become a conference favorite for her clients who invite her back for consecutive annual events. Her presentations include revealing research, eye-opening case studies and, of course, stories attendees will remember and retell long after the event ends. Audiences leave inspired and motivated to apply Kindra’s actionable content.
Transcript
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I recently spoke for a dream company… maybe you’ve heard of them… Target?! (Insert all the comments about how much I love Target, all the stories about walking in needing one thing and realizing I actually need MANY things…. You know the story). Now this particular event was for their design and development team - like, the people who conceptualize, create and BRING TO LIFE all of those things I realize I NEED as I walk through my local store. And in speaking for this unique and talented team, it revealed an important storytelling TRUTH I want to share with you, that applies to YOUR team… Often, with in an organization, especially those as large as Target - but all mid-to-large businesses, we think of the Marketing Team as the storytellers. They are the ones responsible for bringing new products, services, ideas to the marketplace - to tell the story to the consumer/customer/client in a compelling way so that that person… will buy. And for the most part, marketing is pretty good at that job - I mean, it’s their JOB right? But here’s what came to me when I was working with the design & development team at Target (and for ANY organization where there is role-separation between the people creating the product and the people assigned to messaging it) …. The STORIES start with the designers, the developers, the engineers the builders…!! …. The stories START there. With THEM. THEY are the ones who identify a problem or are given the spark of an idea and then, because they are SO able, CREATE something to solve that problem or fill that gap. Those moments of inspiration, those sparks of product creation … --- those moments are stories! The CREATORS are the holders of the genuine BIRTH STORY of something new or an innovation on something old…. Now, what happens (because this is their JOB), is the development team gets to work designing and creating and DOING. They don’t focus on the story -They’re not supposed to. Eventually the product goes through the various internal channels and eventually the product is ready, the product is handed over to Marketing…. And it’s Story-less. The story gets left back on the design room floor. So marketing then has to figure out what story to tell… without having any idea what the story really is. It only took a few conversations with this team to realize many of Target’s best stories are living within the designers … and never get told. Now. I’m not here to place blame - this simply what happens when companies grow big enough that roles and responsibilities need to be segmented and separated (some would say silo-ed). But we could all do BETTER to not let really cool stories become the forgotten victims of efficiency. How do we solve this problem? Two simple things. First, to the designers // creators // engineers watching this video - when you send your product off… make sure you send it with the story. How did you create this? What sparked the idea? What