StorySD is a transmedia storytelling project whose focus is on transmedia storytelling, business storytelling, content marketing and digital media. It was born in 2017 with the aim to help professionals to implement storytelling to their businesses. Students can also benefit from this project. Each week a new episode is released in three different formats: podcast, video and transcription. If you wish to dive deeper on a particular topic, you can go to StorySD.com and access hundreds of recommended resources like articles, books, podcasts and videos. StorySD takes you on a journey as if you were a sea explorer, looking to discover new worlds, like the Portuguese did six centuries ago. The path is full of unknown dangerous and uneasy waters but you’ll gain tools to achieve your business goals. Join this adventure by visiting StorySD.com and subscribing to our newsletter. This eBook includes StorySD series 4 episodes, which were released between March 8 and June 7, 2018. These episodes explored the different uses stories might have.

1. SERIES4
USESTORIESTO...
SoraiaFerreira,Ph.D.
STORYSD.COM

3. Introducon
AboutStorySD
OtherStorySDeBooks
ConnectandInteractwithUs
Episode53-IntroduconSeries4–UseStoriesto...
Episode54-UseStoriestoSell
EEpisode55-UseStoriestoLead
Episode56-UseStoriestoShareCompany’sVision
Episode57-UseStoriestoShareCustomerExperiences
Episode58-UseStoriestoEncourageGoodPracces
Episode59-UseStoriestoCreateUnforge ableMoments
Episode60-UseStoriestoTransmitData
Episode61-UseStoriestoPitch
EEpisode62-UseStoriestoEducate
Episode63-UseStoriestoEntertain
Episode64-UseStoriestoMo vate
Episode65-UseStoriestoBuildYourStoryBrand
Episode66-ConclusionSeries4–UseStoriesto...
RecommendedResources
AboutSoraiaFerreira,Ph.D.
BBibliography
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Contents

4. 1
StorySDisatransmediastorytellingprojectwhosefocusison
transmediastorytelling,businessstorytelling,contentmarke ngand
digitalmedia.Itwasbornin2017withtheaimtohelpprofessionals
toimplementstorytellingtotheirbusinesses.Studentscanalso
benefitfromthisproject.
EEachweekanewepisodeisreleasedinthreedifferentformats:
podcast,videoandtranscrip on.Ifyouwishtodivedeeperona
parculartopic,youcangotoStorySD.comandaccesshundredsof
recommendedresourceslikearcles,books,podcastsandvideos.
SStorySDtakesyouonajourneyasifyouwereaseaexplorer,looking
todiscovernewworlds,likethePortuguesedidsixcenturiesago.The
pathisfullofunknowndangerousanduneasywatersbutyou’llgain
toolstoachieveyourbusinessgoals.Jointhisadventurebyvising
StorySD.comandsubscribingtoournewsle er.
TThiseBookincludesStorySDseries4episodes,whichwerereleased
betweenMarch8andJune7,2018.Theseepisodesexploredthe
differentusesstoriesmighthave.
Ifyouhaveanyquesons,youcanreachmeat
soraia.ferreira@yellow.pt.
#KeepMovingForward
SoraiaFerrreira
AboutStorySD

5. 2
OtherStorySDeBooks

6. 3
ConnectandInteractwithUs

7. 4
ThisStorySDseriesisgoingtoexplorethedifferentscenarioswhere
youcanusestories.
SinceIcanremember,IalwaysresortedtostorieswhenIwantedto
getapointacrossbutitwasonlyayearagothatIstartedwring
downthosestories.Thiswasthebeginningofmystorybank.
BBuildingyourownstorybankisthechallengeI’mgivingyouinthis
StorySDseries4.Ittakesalotofworkandeffortbutitwillpayoff.
Lateron,whenyouneedastorytocap vateyouraudience,you’llbe
abletoresorttoit.
#53IntroduconSeries4–UseStories
to…
#54UseStoriestoSell

8. 5
#55UseStoriestoLead
Inthemid-90s,StephenDenningwasnominatedastheprogram
directorofknowledgemanagementattheWorldBank.Backthenthe
WorldBankdidn'tunderstandhowvitalitwastoshareinformaon
amongstteams.
DenningtriedtomakehispointacrosswithPowerPoint
presentaonsbutwithnosuccess.

9. 6
#56UseStoriestoShareCompany’sVision
In1964,PhilKnighthadtoresolveabigcrisisatNike.Atthe me,
anothercompe torwassellingthesametrackrunningshoesfrom
Japan.Phil’smissionwastogettheexclusivelicenseheoncehad.
WWhenhearrivedatthemee ngroom,insteadofhavingaseatatthe
headofthetable,likeinpreviousmee ngs,hewasseatedinthe
middleofthetable.Everyonewasacngstrange.Mr.Onitsuka,the
founderofthecompany,enteredtheroomandsatattheheadofthe
table.Hestartedbytellingastorywithhisvisionforthefuture.For
him,everyoneintheworldwouldwearathle cshoeseveryday
everywhere.HebelievedinPhilKnightbecauseKnightremindedhim
ofofhimselfwhenhewasyounger.Themee ngendedwithMr.
OnitsukagivingKnighttheexclusiverightsforoneyear.
Bytellingthisstory,Mr.Onitsukatransmiedtotheboardhisvision
forthecompany.

10. 7
#57UseStoriestoShareCustomer
Experiences

11. 8
say?
4)Canweuseyourcommentsinourmarke ngmaterials?”
#58UseStoriestoEncourageGood
Pracces

12. 9
somethingextraordinarywhenitcomestohospitalityorservice.
Some mesthiscanbeverysimple.Forexample,ifyouhaveachild
thatdropsthepopcornbagonthefloor,insteadofignoringthe
situaonormakinghimpayforanotherone,haveyourcastmember
giveanotherpopcornbagtohim.Thiswaythatchildandparents
won’tforgetyourhospitality.
#59UseStoriestoCreateUnforge able
Moments

13. #60UseStoriestoTransmitData
#61UseStoriestoPitch
Storiescanbeequallyeffecvewhenyouneedtopitchsomething.
Acoupleofyearsago,mystudentswerepitchingtheirdocumentary
ideas.OneofthemhadanideaaboutPortugueseimmigraon,which
neededtobeshootinPortugalandSwitzerland.
DDuringhispitch,hetoldtheclassabouthishometownandwhyso
manypeoplewereimmigrangtoSwitzerland.Everyoneinthe
classroomcouldfeelhispassion.Hislastslidewas:“Isitpossible?”
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14. #62UseStoriestoEducate
Iusestoriesinmyclassroomallthe me.Ithelpsmekeepmy
student’sa en on,aswellashavethemlearnfrommypast
experiences.
OneofthestoriesIusuallytellisaboutmyfirstfilmmakingcoursein
NewYorkCity.
MMyassignmentwastoshoota16mmshort.Therewasnoproblem
withfilmingthefootagebutwhenIgotmyfilmback,therewasa
zigzagpa ernacrosstheframe.Thepeoplethatdevelopedmyfilm
11

15. hadruinedit!Iwassoupset.
WhenIreachedtheclassroomandtoldmyteacher,hesaidina
carefulwaythatahairgotstuckinthecameragate,creangthe
zigzagpa ern.
Myfootagewenttothetrash.Thiswasabiglearninglesson.From
thatpointon,whenIamshoo ngsomething,Ialways emyhair!
BBytellingthisstory,Iwantmystudentstoknowweallmakemistakes
butwhat’simportantistolearnfromthosemistakesandimprove.
#63UseStoriestoEntertain
LastyearinAlgarve,Icomeacrossanaccidentwhenexingthe
highway.
Allthecarswerestopped.Behindme,therewasanambulancestuck.
Atthesame me,therewasafireonmyrightside.Icouldsee
chopperscominginandthrowingwater.Ialsohadashesfallingon
topofmycar.
IInthemiddleofthischaos,IthoughtIwasgoingtomissmyflightbut
becauseoftheambulance,theroadwasquicklycleared.
Ibarelymadeitin metotheairportbutIcaughtmyflight.
ThiswasoneofthestoriesItoldmyfriendswhenIreturnedtoPorto.
Thepurposeofthestoryispurelytoentertain.There’snolessonI’m
tryingtoconvey.
12

16. #64UseStoriestoMo vate
13

17. 1)“Youhavetobeokaytellingittoyouraudience;
2)Theaudiencehastobeopentoit;
3)Thestoryneedstomeettheneedsofthesituaon.”
#65UseStoriestoBuildYourStoryBrand
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18. #66ConclusionSeries4–UseStoriesto…
15

19. YoucanfindallStorySDepisodes-Series4at
h ps://storysd.com/episodes/series4usestoriesto/
Episode53-IntroduconSeries4–UseStoriesto…
Book-WinningtheStoryWars:WhyThoseWhoTellandLivetheBest
StoriesWillRuletheFuturebyJonahSachs
Episode54-UseStoriestoSell
BBook-SellwithaStory:HowtoCaptureA en on,BuildTrust,and
ClosetheSalebyPaulSmith
Episode55-UseStoriestoLead
Book-TheLeader'sGuidetoStorytelling:MasteringtheArtand
DisciplineofBusinessNarravebyStephenDenning
Episode56-UseStoriestoShareCompany’sVision
Book-ShoeDog:AMemoirbytheCreatorofNikebyPhilKnight
EEpisode57-UseStoriestoShareCostumerExperiences
Book-PowerStories:The8StoriesYouMustTelltoBuildanEpic
BusinessbyValerieKhoo
Episode58-UseStoriestoEncourageGoodPracces
Book-BeyondtheCastle:AGuidetoDiscoveringYourHappilyEver
A erbyJodyJeanDreyer
Episode59-UseStoriestoCreateUnforge ableMoments
BBook-The PowerofMoments:WhyCertain ExperiencesHave
ExtraordinaryImpactbyChipHeathandDanHeath
Episode60-UseStoriestoTransmitData
Book-LettheStoryDotheWork:TheArtofStorytellingforBusiness
SuccessbyEstherK.Choy
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RecommendedResources

20. Episode61-UseStoriestoPitch
Book-PitchAnything:AnInnovaveMethodforPresen ng,
Persuading,andWinningtheDealbyOrenKlaff
Episode62-UseStoriestoEducate
Book-DisneyU:HowDisneyUniversityDevelopstheWorld'sMost
Engaged,Loyal,andCustomer-CentricEmployeesbyDougLipp
EEpisode63-UseStoriestoEntertain
Book-Sapiens:ABriefHistoryofHumankindbyYuvalNoahHarari
Episode64-UseStoriestoMo vate
Book-TellingtheStory:TheHeartandSoulofSuccessfulLeadership
byGeoffMead
Episode65-UseStoriestoBuildYourStoryBrand
BBook-BuildingaStoryBrand:ClarifyYourMessageSoCustomers
WillListenbyDonaldMiller
Episode66-ConclusionSeries4–UseStoriesto…
Book-ThePowerofStorytelling:Cap vate,Convince,orConvert
AnyBusinessAudienceUsingStoriesfromTopCEOsbyJimHoltje
andSeanPra
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21. SinceIcanremember,Iwasalwayscompletedfascinatedbystories.
EventhoughIwastakingaBusinessAdministraonDegree,my
colleaguesknewmeas“thegirlwhobingewatchesmovies”!
IcompletedmyPh.D.inDigitalMedia–AudiovisualandInteracve
ContentCreaon,a erdoingseveralcoursesaroundtheworld
connectedtothedifferentaspectsoffilmmaking.
IhIhavecreatedandproducedstoriesinmanyformatsbutsince2010,
myfocushasbeenontransmediastorytellingprojectslikeTravelPlot
PortoandStorySD.
Iloveteachingandspeakingaboutstorytellingandtothisday,I
con nuetobeknownas“thegirlwholovesstories”!
#KeepMovingForward
SoraiaFerreira
AboutSoraiaFerreira,Ph.D.
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22. 19
Choy,E.(2017).LettheStoryDotheWork:TheArtofStorytellingfor
BusinessSuccess.AMACOM;Firstedion.
Denning,S.(2011).TheLeader'sGuidetoStorytelling:Masteringthe
ArtandDisciplineofBusinessNarrave.Jossey-Bass;Revisedand
Updatededion.
Dreyer,J.(2017).BeyondtheCastle:AGuidetoDiscoveringYour
HappilyEverA er.Zondervan.
HHarari,Y.(2018).Sapiens:ABriefHistoryofHumankind.Harper
Perennial;Reprintedion.
Heath,C.andHeath,D.(2017).ThePowerofMoments:WhyCertain
ExperiencesHaveExtraordinaryImpact.Bantamuk.
Holtje,J.(2011).ThePowerofStorytelling:Cap vate,Convince,or
ConvertAnyBusinessAudienceUsingStoriesfromTopCEOs.
Pren ceHallPress;1edion.
Khoo,Khoo,V.(2012).PowerStories:The8StoriesYouMustTelltoBuild
anEpicBusiness.Wiley;1edion.
Klaff,O.(2011).PitchAnything:AnInnovaveMethodforPresen ng,
Persuading,andWinningtheDeal.McGraw-Hill;1edion.
Knight,P.(2018).ShoeDog:AMemoirbytheCreatorofNike.
Scribner;Reprintedion.
MMead,G.(2014).TellingtheStory:TheHeartandSoulofSuccessful
Leadership.Jossey-Bass;1edion.
Miller,D.(2018).BuildingaStoryBrand:ClarifyYourMessageSo
CustomersWillListen.HCCP.
Bibliography

23. 20
Smith,P.(2016).SellwithaStory:HowtoCaptureA en on,Build
Trust,andClosetheSale.AMACOM;Firstedion.
Bibliography

24. #KEEPMOVINGFORWARD
STORYSD.COM