If yours are the letters, we present a new profession with future, the Chief Storytelling Officer or Corporate Writer. It may not be as new as it seems, since the Nike signature and signed a CSO back in the nineties, but certainly now that is starting to proliferate among the big brands, so you better be prepared to be the first to take advantage This time job and have less competition, right?
But what exactly does a CSO or corporate writer? Basically write the history of the company that has hired him, putting a good deal of creativity, but being faithful to reality, without inventing or fictionalize anything. We all know that brands are more than products and in the era of social networks tell stories that engage knowledge is essential for any company. This necessity, firms are increasingly aware, coupled with the fact that not all managers know storytelling, is urging many companies to hire journalists, writers and creative profiles similar. Their task is to build a corporate narrative about specific messages that brands want to reach not only potential customers but also to its internal public, namely their own workers, to make them dream and motivate the creative plane.
The creative content and corporate storyteller Maria Ripoll defines corporate narrative as “a difficult art that seeks the interesting side of everything happening in a company and makes life story and content.” He explains that the first task of a CSO is to listen and get to know the people in the company, because “companies are simply people interacting and making decisions and the history of these decisions made conform its corporate culture: initial functions and the first betrayal among partners, visions they face, the kind of workers that are hired, how they grow, decisions closing some roads and channel evolution towards others …”.
There are still few professionals practicing as corporate writers, but one of the most renowned Pakistani media is novelist Mohsin Hamid, who works as Chief Storytelling Officer for the prestigious branding consultancy Wolff Olins. In an interview for the magazine Fast Company, Mohsin Hamid, explained that there are three stages in the life cycle of a company in which their leaders become aware of the importance of internal storytelling “at birth, because it is a new company that no one should have known and what’s going on internally; when new leaders come or the company is taken over by another, as the narrative help articulate the new direction; and when the company goes through growing pains and not see where his future, since it is necessary to coordinate the departure of what appears to decline. “
Mohsin Hamid goes further and gives four tips very useful to be a good CSO notes if this is the way to go forward:
- Be honest: A powerful story is based in reality. You must tell us how the company truly is.
- Go to the caller: You must think of your audience and link the story to that audience. Write using the second person appealing directly to your partner, so you do you feel is important and your work history.
- Fear not the emotions always linked business logic and rational thought, and although it is clear that it must be so, are also important emotions. People must feel something. For example, if you want to convey the goals of the company, do not just talk about numbers, also speaks of how the use of the product affects the lives of people.
- Keep it simple and easy to understand: Sometimes thought that stories need to be complicated, but it is not, there are so many types of stories in the world. It is to take the essence of history and harness its truth and emotionally.