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I have to say a hearty thank you to one of my clients, Karen from Curiosity Inc., for recommending that I read Bruce Nussbaum of Business Week. He writes about design, design thinking and design-driven strategy.

This is an utterly refreshing article, with the provocative title Are Designers The Enemy?

Listen to this:

We design stories with our audience. As John Battelle said recently, the conversation now is the content. It’s not about the finished story but about the ongoing story. It’s the conversation. And since most conversations don’t have a conclusion, they are ongoing. We live a life in beta.

What a divine little piece of writing. For me, and what I do, the ability to connect with my clients' audience through the power of story is imperative. Far more compelling than just relaying information, facts and the odd clever marketing phrase, stories have a life of their own that continue on after the telling.

The Dove campaign is a terrific example of storytelling; they've successfully framed stories around women's feelings and concerns about beauty. The product hasn't changed from what it was a few years back. But the story sure has.

So, how can you incorporate story into your company? Not only through media releases, sales collaterals, blogs and Web site, but as the backbone of your company - its beliefs and goals. Internal and external marketing needs to be collaborative - a message we can believe in, share in something we can get behind and support.

Be sure to read Nussbaum's follow-up article as well.

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