This Reinventing 2.0 Series features an interview with David Henderson, author of “The Media Savvy Leader.” 
David Henderson brings an intelligent and experienced perspective when consulting for clients, leading executive workshops or keynoting at conferences. As a veteran communications strategist, author, online publisher, and Emmy Award winning former on-air CBS Network News correspondent, he has extensive credentials in the field of organizational leadership through communications, image and reputation management, and media outreach, including today’s online digital revolution.
Our interview for Reinventing 2.0 Series covers his take on authenticity, storytelling and leading by transparency.
Nettie: What do corporations need to understand about the how to tell a story?
DH: In today’s Internet era - where people have infinite choices of where to get their information - the influence of traditional advertising, marketing and promotion has become greatly diminished. The discipline of storytelling, on the other hand, can energize (or re-energize) any business or organization. It becomes woven into the fabric, stimulates excitement and understanding of vision … builds consensus of purpose … and triggers sharing, far and wide. In today’s online world, the influence and payoff of good corporate storytelling can be staggeringly powerful.
Nettie: In this Web 2.0 frenetic age, how do folks balance transparency, honesty
and still engage a good brand story?
DH: The word “brand” has become, I believe, somewhat tarnished through overuse and attempts at manipulating so-called brands. So, there may no longer be such a thing as “a good brand story.” Image and reputation today are far more important and valued, created by authentic openness, clarity of message and consistent transparency. In such context, a genuine story that reaches out and gets our attention and resonates among us is a powerful tool for business to develop a sustained, good reputation, and to build trust.
Nettie: Can you touch briefly on how Steve Jobs and his passion make for a great and authentic story?
DH: When Steve Jobs takes a stage to speak of a new development or product, we share in his passion and excitement because — and this is very important — Jobs never talks about his company, Apple, or about the new development or product. He’s savvy enough to know that no one really cares about Apple. What customers, investors and stakeholders really care about is how the new product or development will enrich their lives or make life more productive. So, he speaks to the value and benefit to us, rather than about his company. It is a subtle but seismic shift in how smart companies are positioned in today’s world. As an aside, Apple never tags on boilerplate about the company at the end of press releases because no one really cares about such stuff. Besides, if they want to research the company for some reason, everything is online.
DH: What about “story fright” how can a CEO overcome his own trepidation
about being honest in how he relates the company story?
Nettie: Audiences in today’s world have become astonishingly sophisticated and savvy. They can sense a half-truth or see-through a disingenuous claim by a CEO. There is no such thing as a secret in today’s online world, as we’ve seen so often. If a CEO has story fright about openly communicating a clear and open vision of his or her organization, it can be a warning sign to everyone from employees to board members and investors. An executive who is reticent or uncertain about communicating vision in today’s world, may be relegated to the shadows, surpassed by a competitor who can communicate more effectively.
Nettiie: What about humor? Is there a place for that in story? (She asks because
she likes to laugh at good stories!)
DH: Humor is a valuable tool in effective communications. The ability to share humor builds a connection and trust but only if it is genuine, never contrived.
Nettie: What are three techniques you advise for giving a story real legs?
DH: As a culture, we communicate through stories, not slogans or marketing cliches. All of us have grown up hearing stories. In organizational storytelling, three elements are emotional, logical and analytical. The emotional connection can tug at heartstrings or touch our emotions. The logical connection is a shared bond that makes sense. The analytical connection contains facts and data to back-up what we are saying. Those three elements when woven into a story capture attention, create memories and lead to audiences repeating the story to others … and that’s the absolute best way to create leadership and an outstanding reputation in today’s business environment.
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