YOUR HISTORY, YOUR MISSION.
Telling a story with a single photo means retracing the paths of an idea, going back to its origins, rediscovering the enthusiasm of its beginnings, drawing its genesis.
It means flipping through the albums of memory in search of the photo that is more able than anyone to tell that story.
STORY=MISSION.
VISUAL STORYTELLING.
If words describe, images narrate. If storytelling means to communicate through stories, visual storytelling means therefore to communicate through narrative images.
Only one photograph is needed in the Startup Model Board and this one must contain everything.
CASE STUDIES.
. Plume agency identifies just one photo to represent its storytelling | go to the page
. Coca-Cola Italy talks about themselves through images and chooses a photograph that narrates the history of the Company and reveals their mission | go to the page
. Steve Clayton, Chief Storyteller Microsoft - doesn’t sell products, he narrates his Company | go to Microsoft Stories
Alberto Cairo explains to his children the movement of the planets.
- Visualizations no longer just complement a written story. They’re becoming a mainstream story form.
ALBERTO CAIRO | Visualization Methodology Expert
TEAM VISION.
TEAM VISION.
This is the final goal, distant but achievable, which involves the team's energies and which motivates its members every day.
This is the Dream; in effect, it is the point of reference for everyone, although each member interprets it in a different way.
There are many photos of the same dream.
Which is yours?
IN THE SAME DIRECTION.
The team is not important for the Company.
The team is the Company.
Lively and constant motivation, a hetero-directed view, but a common direction. Understanding and sharing are decisive for the success of a company and its capacity to embrace change.
Desks in Zappos look like these: the dream is somewhere above the colourful chaos of the team workstations.
- For individuals, character is destiny. For organizations, culture is destiny.
TONY HSIEH, CEO Zappos
CASE STUDIES.
. Zappos Holacracy | go to the page
. Google and its origins | read the post
. The vision of Apple and its enterprise credo | go to the page
PEOPLEING.
USERS & FOLLOWERS.
Who are you talking to? To what community? Who will be your users and who, at least at the beginning, will be your followers?
What mood will they be in?
From B2B | B2C to H2H.
No longer a target, but instead an audience (Human to Human). The recipients of corporate production and communication are no longer consumers but individuals. Success comes today from the ability to intercept desires and to understand the mentality of heterogeneous and complex audiences.
Not only that: the user community is asking for the co-creation of contents and is interacting with the brand as a protagonist. How many companies are able to make masterly use of contributions from employees, partners and a widespread network of followers and users?
LEGO® organizes "fan tours" in their factories.
- Children are our role models. They embrace discovery and wonder. They are natural learners.
OLE KIRK KRISTIANSEN, LEGO Founder
CASE STUDIES.
. MuseWeb Fundation | go to the website
. La New Coke e i prosumer | read the article
. Lego ideas: parola ai fan | go to the website
YOUR UNIQUENESS.
Uniqueness is what you know you have (don't pretend you don't), it is what makes you stand out from the crowd and it’s easy for you.
It's your fingerprint, it allows you to be different in content, style, communication or in combinations of these.
ONENESS.
THE PURPLE COW.
For Seth Godin, the Purple Cow is a metaphor for the extraordinariness of your business: it must come from your self- awareness and your entrepreneurial skills. Every business system is unique and the interweave of its elements is always something new.
BBC e il progetto “Oneness” di Martin Parr.
CASE STUDIES.
. BBC and its project Oneness | go to the page
. Seth Godin and his “purple cow” | watch the video
MKT.
CASE STUDIES.
. Steve Jobs introduces his Macintosh in 1984 | watch the video
. Instagram, Airbnb and Twitter: how ideas, that immediately become stars, come to life | read the article
GROWING MARKET.
Whenever you think of a project or of a business idea, it means that you can see "a grow", i.e. innovation within the market where you are positioned.
Steve Jobs photographed in his apartment in 1984 with the Macintosh: the first user-friendly computer in history.
- So we didn’t think of an idea, we just had a moment. What was encapsulated in that box was his baby.
NORMAN SEEFF, photographer
A STAR OR A QUESTION MARK?
Boston Consulting Group offers two possibilities in its matrix worth which a business can be placed in a growing market: either with a question mark or a star. You are a question mark if you enter a market where there are already other companies with similar formulas to yours. You're a star if there’s nothing similar and your are highly motivated.
FORMULA.
D + S + P + i.
Your company must offer an innovative formula in order to emerge: a Digital Social Product (D + S + P) oriented towards innovation and change (+ i).
Digital.
It is inevitable that you will have to constantly face the cultural, economic and social transformation where digitalisation is the driving force. You can’t stay entrenched in the analogical world: Millennials don't remember it and the Z Generation will only see it in museums!
The Tesla Roadster during preparation for space launch.
- I'd like to die on Mars. Just not on impact.
ELON MUSK
Social.
You are social if you know how to change your offer according to 'conversations' with users and followers, when you let people live an experience and in the end you have the courage to ask "how was it?".
You are social if you can create stimulating partnerships - maybe so unusual that you have even not imagined them yet - to produce new business cultures and explore unknown scenarios.
i.
i as in innovation, imagination, immersion, intuition.
To innovate means to change, let yourself be open to what’s new, do research, step into the future.
There are no magic formulas: the icon is a bag with the question "what's in the bag?": it means you have to find in your business idea, in your "bag", the key to continue growing in an ever-changing and faster future.
And so the SMB photo to look for is the one not yet taken: it will show your vision in the future.
CASE STUDIES.
. Fontana Milano 1915 and the bag formula | read the post
. Space X and its step towards the future | go to the website