How to utilize the power of stories without actual storytelling

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The hype around storytelling in the last few years has felt a bit like a tsunami, especially in the tech scene. Being in the epicenter of this storm, I watched as my strategic-storytelling practices transformed from being viewed as fresh and a bit risky to old and trivial in a heartbeat.

Today, as the dust settles, it is clear that the revolution stories were to bring to the business world has failed. Yes, a ton of content/copywriters have repositioned themselves as storytellers. And yes, many traditional practices gained story-related names (everything is “our story” now, ain’t it?). …


Why you need a Product Story, and how to craft it

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***The goal of this article is to help product managers and designers to gain a new tool that can help them craft winning products***

I like to call it the biggest discovery in psychology since Sigmund Freud’s discovery of subconsciousness. Just like the notion of subconsciousness led to a better understanding of human motivations and influenced everything from social sciences to the financial world, this discovery should completely alter the way we communicate meaning. …


Or how successful startups told an appealing Product Story without actually saying anything

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***The goal of this article is to help product managers and product designers to gain a better understanding of their mission and goals through a new prism — Product Story***

For many years I was puzzled trying to understand what stood behind the initial success of some of the most iconic tech products. As someone who was originally trained as a communication strategist, I had a hard time believing that you can succeed without verbally communicating something to people. Yet many successful products were made by startups and had zero budget for marketing communication. So why did they succeed?

I…


Are you compromising? You should!

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The first time I heard the words in the title was just after pitching a large client with a new marketing strategy. Immediately I knew that we lost the bid — it was a checkmate in one sentence. One amazing sentence.

The man on the second row

Imagine the situation, a medium-sized meeting room filled with executives. People sitting in two rows as they don’t have a place around the main table. The brand has large image troubles and we are pitching a large campaign with lots of positive vibes.

We went for a safe bet on those positive vibes…


[nope, no game theory fun-facts here]

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Are you a rational person? If you had asked me this question during my late teens to late twenties, I would have proudly said … yes! There is a good chance I would have also started raving about how stupid people are and how 95 percent of people are completely irrational.

It feels so good to think this way, to assume that others are influenced by some kind of hormonal-emotional inner voice, while your own thinking and decisions are based on a solid weighting of information.

Looking back at myself at this age, I…


What really stands behind the most influential marketing model of our times.

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The Power of Stories in Marketing and Everyday Life

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I vividly remember a moment that happened about four and a half years ago. I had just left my baby girl at the nanny’s, and was walking back home after somewhat of a drama. Suddenly, all I’d learned about marketing in the last decade was rearranged and reshaped into a new, clear understanding.

I knew now that stories are the most effective means of getting any message across, and all other aspects of communication come in as distant seconds.

A few minutes earlier, my two-year-old daughter had been almost hit by a car as she ran into an intersection. I…

Yonatan Kagansky

I am a Strategist and a Corporate Story Architect. I construct narratives that push businesses forward. Founder of NewSpark (www.NewSpark.pro)

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