Blame it on TED. Or maybe Malcolm was the tipping point. But corporate "storytelling" is all the rage.
The problem is that so many of those stories are interesting only to the "tellers."
Many aren't even stories at all, but sales copy in Groucho glasses. And everyone can see through the disguise.
A few companies, like Apple and IBM, get it right. But those are typically big-budget productions—like iPad's new Yaoband blockbuster—and most companies can barely scratch together an indie budget for content marketing.
New York-Presbyterian's "Amazing Things Are Happening Here" ads are neither expensive nor boring. (In fact I dare you to watch the video above and not have your jaw drop when Heather says "took all my organs out.")
What NY-P's stories do have in common, however, is that they truly are "amazing," which is a ridiculously tough unique selling proposition to live up to.
The next time "storytelling" comes up in a marketing meeting, think of Heather, and remember this one simple rule:
Great storytelling begins with a great story.
The capacity to astonish is the new marketing metric.