IBM's supercomputer Watson is named after the company's first CEO.
But the Watson we remember and love was the storyteller.
Content's just content.
Now that IBM's Watson can publish content better than any human, the marketer who can't tell an arresting story is dead meat.
Sadly, that's the majority.
If you're publishing content without telling stories, it’s time to reboot and retool.
The silicon Watson can now publish content better than you can.
But how do you tell a story?
You don't patchwork data, as this tale does:
Acme will save 40% of its IT infrastructure costs over the next four years by migrating to a cloud solution. Acme is a small company without IT staff. Before our team migrated its users to the cloud, Acme used a single Domino server, which served up mail and one application, as well as a Traveler server for six mobile devices. Our team migrated all of the users from the on-premise Domino solution to a standalone cloud solution. This also included moving the six Traveler devices. Each user was reconfigured to connect to the cloud servers and provisioned with a clean mail file, as well as given a local copy of his or her old mail file to use as an archive. In addition, the one application (a vacation calendar) was moved to the cloud. In order to do this, we set up a user called firstname.lastname@example.org and had all vacation requests sent to this account. Administrators were then able to go in and approve or deny them. In addition, all users can now view the vacation calendar to see who is in or out on a given day. With a small operation and no in-house IT support, Acme wanted to get back to “doing business” instead of “supporting business.” The cloud solution lowered its costs by eliminating the yearly licensing of Domino and decreasing the onsite footprint of servers.
What should you do, instead?
- Give us a character we can care about
- Give us a drama with a narrative arc
- Give us details that help us imagine what happened
- Spare us unnecessary facts
- Give us insights, new perspective, and a call to action
See the difference?