Have you noticed that each magazine, newspaper, and TV news show has its own style? They do so because style builds brand equity with their target audience. But look underneath the glitz of style, these pros have structured each story almost exactly the same. They understand the power of the archetype.
If you haven't thought about structuring your communications more formally, consider how you too can use these powerful forms. Becoming more intentional in your writing will more quickly bring results.
Archetype One: The Case Study (demonstrates experience)Problem/Stor [...]
Have you ever wondered how Starbucks, Mcdonalds, or any global retailer guarantees both consistent service and consistent food quality? Or how KPMG, Baker & McKenzie, or any global advisory firm provides the same quality of work, no matter the jurisdiction?
Behind every successful french fry, coffee, or advisory engagement is one thing: methodology.
Methodology is the best-of-class process that defines, step-by-step, how to deliver on a client requirement. In the advisory world, it is the set of questions that an advisor must ask, supported by a deep knowledge base o [...]
In the 1930s, there were two primary news sources: radio and the newspaper. They sent their correspondents around the world to gather news. These journalists would see and hear, verify and corroborate, investigate, and then expertly and objectively file their reports. The reader (or listener) would know that an editor provided oversight, and the publication (or radio station) stood behind the report.
When television came around in the 1950s, this model still worked. Sixty years later, media has evolved significantly, and so has "reporting." Consider:The cost of reporting h [...]