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Storytelling In Business
Case Study: Square
[ THREAD ]
Let's go
Case Study: Square
[ THREAD ]
Let's go
1:
Square's Mission
- Square states its mission in crisp terms
- It wants everyone to "participate" economically
- Part of that is the ability to easily accept payments
Square's mission contains the seeds for its story...
Square's Mission
- Square states its mission in crisp terms
- It wants everyone to "participate" economically
- Part of that is the ability to easily accept payments
Square's mission contains the seeds for its story...
2:
Quick Summary Of Storytelling
Good stories have:
- Dilemmas
- High stakes
- Antagonists
- Heroes
Let's look at how Square includes each one of these elements.
[For reference, here is my original thread on storytelling] https://twitter.com/LifeHornsWay/status/1293031890358800384
Quick Summary Of Storytelling
Good stories have:
- Dilemmas
- High stakes
- Antagonists
- Heroes
Let's look at how Square includes each one of these elements.
[For reference, here is my original thread on storytelling] https://twitter.com/LifeHornsWay/status/1293031890358800384
3:
High Stakes
Look at the copy below.
The first thing Square does is give us the stakes:
>> Some are at risk of being left out of the economy <<
Deprivation of economic opportunity is a big deal.
This grabs our attention!
High Stakes
Look at the copy below.
The first thing Square does is give us the stakes:
>> Some are at risk of being left out of the economy <<
Deprivation of economic opportunity is a big deal.
This grabs our attention!
4:
The Dilemma In Square's Story
Square puts the dilemma right alongside the stakes.
Historically, payments systems and other infrastructure were:
- Very costly
- Very complex
These are big obstacles...
The Dilemma In Square's Story
Square puts the dilemma right alongside the stakes.
Historically, payments systems and other infrastructure were:
- Very costly
- Very complex
These are big obstacles...
In effect, would-be business owners had to choose between:
1 — Foregoing their dreams altogether
2 — Trying but failing because of costly overhead
1 — Foregoing their dreams altogether
2 — Trying but failing because of costly overhead
5:
The Antagonist In Square's Story
Recall that antagonists do not need to be people.
They can be...
- Supernatural phenomena
- Forces of nature
- Corporations
- Institutions
In Square's story, the antagonist is costly, complex technology.
It undermines dreams!
The Antagonist In Square's Story
Recall that antagonists do not need to be people.
They can be...
- Supernatural phenomena
- Forces of nature
- Corporations
- Institutions
In Square's story, the antagonist is costly, complex technology.
It undermines dreams!
6:
The Hero
Square is the hero of its own story, of course.
What makes it the hero?
It is the force that helps people succeed in the face of high stakes.
It is the force that helps people overcome antagonistic forces.
The Hero
Square is the hero of its own story, of course.
What makes it the hero?
It is the force that helps people succeed in the face of high stakes.
It is the force that helps people overcome antagonistic forces.
Square does this by:
1 —
Building "easy tools to empower and enrich people"
2 —
Shortening the "distance between having an idea and making a living from it"
3 —
Helping "sellers of all sizes start, run, and grow their business"
The Heroes At Square:
1 —
Building "easy tools to empower and enrich people"
2 —
Shortening the "distance between having an idea and making a living from it"
3 —
Helping "sellers of all sizes start, run, and grow their business"
The Heroes At Square:
Summary:
Do you see how Square created tension and then resolved it?
It set things up by describing very high stakes:
Deprivation of economic opportunity.
It described the antagonistic forces:
Costly, complex tech.
And then it came to the rescue.
Square The Hero.
Do you see how Square created tension and then resolved it?
It set things up by describing very high stakes:
Deprivation of economic opportunity.
It described the antagonistic forces:
Costly, complex tech.
And then it came to the rescue.
Square The Hero.
That's all friends!
Do you know of any other businesses that tell good stories?
If you found this valuable, please RT
Do you know of any other businesses that tell good stories?
If you found this valuable, please RT
