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Happy New Decade | A Look Ahead at the 2020s

Hi everybody, In eight days, we’ll ring in, not only a new year but a new decade. This issue of Story
StoryHub | The Best in Business Storytelling
Happy New Decade | A Look Ahead at the 2020s
By communicate4IMPACT  • Issue #33 • View online
Hi everybody,
In eight days, we’ll ring in, not only a new year but a new decade. This issue of Storypreneur orients some of your thinking toward the 2020s. One of the best things we read this year about the next decade came courtesy of the Boston Consulting Group (BCG). The link to the piece is here:
Here’s a key excerpt.
Companies can no longer expect to succeed by leaning predominantly on their existing business models. Long-run economic growth rates have declined in many economies, and demographics point to a continuation of that pattern. Competitive success has become less permanent over time. And markets are increasingly shapeable, increasing the potential reward for innovation. As a result, the ability to generate new ideas is more important than ever.
However, creating new ideas is challenging for many companies. Inertia increases with age and scale, making it harder to create and harness new ideas: our analysis of companies around the world shows that older and larger companies have less vitality, the capacity for sustainable growth and reinvention. (See Exhibit 4.) And business and managerial theory has emphasized a “mechanical” view—dominated by easily measurable variables like efficiency and financial outcomes—rather than focusing on how to create new ideas.
To overcome these challenges, companies need to compete on imagination. Imagination lies upstream of innovation: to realize new possibilities, we first need inspiration (a reason to see things differently) and then imagination (the ability to identify possibilities that are not currently the case but could be). Imagination is a uniquely human capability—artificial intelligence today can make sense only of correlative patterns in existing data. As machines automate an increasing share of routine tasks, individual managers will need to focus on imagination to stay relevant and make an impact.
How can companies compete on imagination?
  • Focus on anomalies, accidents, and analogies, rather than averages, in order to spark inspiration.
  • Enable the open spread and competition of ideas—for example, by limiting hierarchy and empowering employees to experiment and make imaginative proposals.
  • Become a “playful corporation” that is able to effortlessly explore new possibilities.
The points above were so striking and relevant, we cited the article in our forthcoming book, Win With Decency: How to Use Your Better Angels for Better Business. We’ll keep you posted on its publication in the new year.
Since the core of who we are and what we do at communicate4IMPACT is business storytelling, we’ll close out this year with some of the best articles on the discipline we’ve come across. The first article contains some great content. It’s also loaded with links that make the article even more valuable. The last piece is all about the customer journey and what content to provide at different points along the way.
Of course, if you want to hone your storytelling skills even further and haven’t taken our Udemy course, here’s a coupon allowing you to do so at a discount

How to use the art of storytelling to boost content marketing results Search Engine Watch
The History of Storytelling in 10 Minutes
The Power of Storytelling to Increase ROI: How to increase online conversions by 4 times
How to Deliver Value at Every Stage of the Customer Journey
Did you enjoy this issue?

When we first launched communicate4IMPACT, we looked for a one-stop platform curating the latest and greatest in business storytelling content. We knew there were some great newsletters out there, but that’s not what we were looking for.

We wanted articles and posts from diverse, credible, and interesting 3rd party sources that spoke to the business storytelling principles we care about—principles like the importance of putting your audience first, the challenge of capturing and keeping audience attention, not to mention the need for sure-fire strategies for inspiring action.

We also wanted to know who in the marketplace was doing business storytelling well and what they were doing differently. Not finding what we were looking for, we decided to start our own curation platform called Storypreneur. This year, we rebranded Storypreneur as StoryHub.

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