you ever said that Proust also need to work on the farm? All 
“Manuale di storytelling. Raccontare con efficacia prodotti, marchi e identità d’impresa”, A. Fontana (ETAS, 2010)
Per chi lavora in azienda ed ha a path of humanistic studies of mold is present, especially at the beginning of his professional history, the question on how to transfer the wealth of knowledge is frequently read or philosophy to the business world, where world powers are to be specific and aimed at achieving of clearly defined goals.
Or rather, I speak for instance of Arts degree, there are specific guidelines such as those in communication, human resource management or journalism work-ready, but the question I ask is more specific. How to transfer examinations of literature, philology, philosophy to an application concrete in the world of business . You say, in the humanities is acquired culture with letter "C", the ability to think, reason, critical thinking.
Well we are getting closer, but the road is still long, how does one apply critical thinking, the readings of the classics of world literature and thought of the company, marketing, resources human?
The answer I found reading "Manual of storytelling. Telling effective products, brands and corporate identity " di Andrea Fontana” (ETAS, 2010).
Andrea Fontana è un docente universitario a Milano ed un manager nell’ambito della formazione organizzativa. Leggendo il suo libro ho scoperto il mondo dello storytelling e di come questo sia applicato al mondo organizzativo.
Non entro qui a raccontarvi di metodologie e tecniche che solo il libro può spiegarvi in modo chiaro ed esaustivo. Voglio solo raccontarvi del perchè ritengo che questo libro debba essere presente nelle vostre librerie, in bella vista.
The book explains how we all live in a narrative such as our reality is constructed through the messages, stories, memories through which we interpret the episodes experienced, people met, the achievements, victories lost.
And I'll tell you how the products we buy every day, those who believe to be mere inanimate objects, are actually carriers of history, meaning, of meanings conveyed through the design , communication, retail space within which they are exposed.
Yes, you read right, i prodotti ci parlano, ci raccontano delle storie ed intercettano le nostre offrendoci la chiave per risolvere problemi, per entrare in mondi possibili, in comunità di persone che, come noi, si riconoscono in quelle storie che questi prodotti raccontano.
La narrazione, sia essa intesa come storia delle nostre vite o di mondi possibili raccontati da un prodotto, un bene di consumo, rispetta canoni di costruzione del senso identici a prescindere dall’utilizzo. Mi spiego, le storie che noi leggiamo, i film che guardiamo, rispondono a degli standard , a dei canovacci, a delle regole identiche. Ogni storia ha un eroe, una figura che a causa di un evento è forced to fight, to undertake a journey against hostile forces at the end of the story, after the clash with the opponent, with the obstacle, it will bring to an end, to freedom, to his own statement.
narrative These rules allow applicants to be a tale of family, of being understood by readers, understood and absorbed into our memory. That these rules take various forms depending on the genre with which the author decides to express himself.
And here, reading the book of Fontana, I saw the link between literature and corporate communication. I understand how advertising, internal communications, to be effective resume these literary canons, these buildings which, until recently thought to be restricted only to the world of literature.
Why wear a down jacket moncler rather than a Belstaff jacket? Why wear a pair of rather than ray-ban persol? Because each product, as well as vehicle specifications to meet a specific need, tells a story, takes us into worlds past and future of people who dress and live well and to which we want to look like, even just a little '.
We are not talking handling, hidden persuaders, consumerist strategies to target weak minds (perhaps you consider yourself a weak mind because you have just emerged from a shop in the center with those shoes that have courted for months?). Here we talk about a play of references between us and the object references that establish a communication between us and the product. A communication that will allow us, through the purchase, improve and change the perception of ourselves.
may seem a strong statement but think about all those times that you dress in a certain way to be accepted in a group or society, think of the feeling of being part of a group because you have purchased an ipod or every time you flaunted your iphone while you were on the subway. Be honest, do not just want to send an sms or make a phone call, wanted to show that you had entered the world of Apple, the world technomagic that the statement of the apple has built around its products and, consequently, also on its customers.
What I'm saying is true whether you choose to wear a brand, which boasts both faux-casual clothing-nobrand. In both cases you're talking something yourself and others. You are entering a specific community and you are excluded from another.
Why read it:
The book also has a cutting operation that will allow you to drop the theory of storytelling in practical applications, in goals, measurable.
Interesting that the final part shows case histories of some major companies failed to go beyond the institutional communication top-down. Companies who have managed to establish a dialogue with both their customers with their own people.
Then, if you graduated in liberal arts and worked in the company, you will understand what value you can give your business , thanks to all the classics of literature you have read. Would you have said that Proust also need to work on the farm?
"Manual of storytelling. Telling effective products, brands and corporate identity ", A. Fontana (ETAS, 2010)
