PART ONE
The Heart of Beliefonomics | Why
Before we talk tactics, the why matters. A word made famous in marketing circles by Simon Sinek, knowing āwhyā storytelling matters is essential. The first part of this book is about my story and the business of storytelling. Itās about the lives of business leaders, marketers and storytellers all over the world who wrestle with using story to make an impact. The heart of Beliefonomics is, curiously enough, very much about our literal and emotional heart.
1. My Origin Story
āYou would not have called to me unless I had been calling to you, said the Lion.ā
C.S.Lewis
The Silver Chair
Iāll always remember the moment I knew my future career. Iād just walked out of a Year 11 English class, and remarkably, Iād done rather well. Somehow Iād scored full marks on an essay and I wonāt lie, it felt fantastic.
I was a solid credit student in most subjects at high school, but English was different. I felt alive and at home in these classes. Storytelling, writing and self-expression resonated in a way that was, ironically, hard to describe.
So there I was, walking across baking-hot asphalt just before Christmas break as the Sydney summer of late 1991 dawned. Freshly buoyed by my apparent English prowess, the thought hit me: itās journalism or bust. Iād heard other people talk about these moments of clarity. They say itās thrilling, but in my case it was quickly followed by the thought, Can I actually make it happen?
Itās journalism or bust.
I loved reading the newspaper and grew up watching the news on TV every night. I knew I had to do it. The problem was, I had no Plan B ā it really was journalism or bust. What if it was bust? I thought. What if I didnāt get the marks I needed to study journalism at university?
Years later as a married, middle-aged bloke with four kids, Iāve had enough life experience to realise such emotions are quite normal ā and you wonāt find out if you donāt give it a go.
As it turns out, I did scrape together enough marks to get into university to pursue journalism, taking me a step closer to achieving my dream; and conquering at least one of my high-school fears.
Ever since, storytelling has been the common denominator across my career. My most recent chapters are as a journalist and editor for media like The Australian Financial Review and Infoworld in the United States, and as cofounder of a marketing communications agency with my wife Heather Jones. Iāve also spent a good chunk of time in front of people as a speaker, MC, and podcast host. Storytelling is something I just do.
The organic nature of my storytelling started shifting when people started asking me to break down exactly what makes a brilliant story. Clients were asking. Colleagues were asking. Great thinkers were asking. Business leaders were asking. The dynamic was shifting from why we should care about storytelling, to how we master storytelling.
I know Iām not the only one scratching this itch. Organisations around the world are curious to know how to become a better storyteller. Some are even discovering itās not a sideshow, but the main game.
It has been my personal quest to unlock the power of story, and my thoughts have taken shape in the form of this book, Beliefonomics ā a new framework for creating stories that unlock purposeful growth.
It hasnāt been an easy journey getting this book into your hands, dear reader. There have been moments I thought it would never get out of my head, much less capture global attention.
Working on this project has given me the same spark of excitement āĀ and fear āĀ that I felt back in high school. Iāve been overwhelmed and inspired by the feedback received from clients and business partners across the world as Iāve shared the framework in meetings, workshops and whiteboard scribble and scribe sessions.
Iāve been affirmed in my belief that Beliefonomics truly is a different way of thinking about storytelling, and itās my destiny to share it with leaders like you who are prepared to dig deeper, ask uncomfortable questions, try something new and use their own big story to change the world.
It is my destiny to share Beliefonomics with leaders like you who are prepared to dig deeper, ask uncomfortable questions, try something new and use their own big story to change the world.
2. Whatās your big story?
āIf youāre going to have a story, have a big story, or none at all.ā
Joseph Campbell
When youāre a teenager, and the world is essentially still a mystery, dreaming of a career you might actually love is a big story in itself. A timeless truth captured most poignantly by one of my storytelling heroes, Joseph Campbell is that weāre all drawn to the big stories in life.
It could be a compelling story in your family history, a novel or a movie that transports you into another dimension, or the lives of your heroes. Consciously or subconsciously, these stories help anchor us in an uncertain world. They are almost irresistible in nature.
Thereās also something inspiring about knowing other people dreamed up a big story and it became reality ā look no further than tech start-ups; indeed any business from a corner store to a small accounting practice. We love the rags-to-riches narrative, the sheer boldness of a person who embraces risk and turns a simple idea into a thriving business.
Iām fascinated by the idea that stories like these are at the core of what it means to be human. We live, breathe and see the world through the lens of story. Itās an idea as old as civilisation itself, evidenced by our enduring fascination with the stories of ancient indigenous cultures.
Whatās changed in recent years is a renewed appetite for the power of story as an agent of change. The other difference now is, of course, the sheer volume of media and social channels that are available to amplify that impact, giving us a never-ending stream of stories about personal triumph, clever inventions, warnings about social and environmental issues, and businesses redefining what it means to make a profit and benefit society.
The bottom line is, weāre hungry to understand the connection between this ancient human practice of storytelling and its impact on communities and businesses. I believe one of the macro drivers for this appetite is the disruptive impact of technology on media.
Whatās changed in recent years is a renewed appetite for the power of story as an agent of change.
Changing times
The rise of big media corporations in...