The past six months have been a period of uncertainty and tremendous challenge for marketers, as well as the advertising agencies that support them. Yet in the midst of the tumult, opportunities have continued to emerge – an entrepreneur with a good idea is hard to restrain.
Consider the technology sector. From our perspective, technology start-ups have never slowed down. Over the past year, Creative Department has begun working with a number of emerging technology companies. We’re helping them tell their stories in compelling ways, and they’re connecting with their customers on a deeper level.
What we believe is, the value of technology is ultimately determined by its human impact.
Technology without human consequence is essentially a schematic drawing, but technology that understands its relationship to people has a head start on becoming a brand. And the real money is in brands, not schematic drawings.
The writer Darren Menabney speaks to this truth in an April 2019 issue of Fast Company:
“Many startups focus excessively on data, specs, and financials when presenting or pitching to investors, business partners, or prospective employees. Of course, those numbers matter, but data is not enough, and specs are not enough. You need to add some emotion, some relatability, some human dimension to that data. Stories will do that.”
He goes on to say:
“Storytelling is a powerful tool. It builds memory, empathy, and trust between the storyteller and the listener. It’s something that persuades far more effectively than any other form of communication, because we humans are storytelling creatures by nature. The biggest and most successful brands know this.”
You can read the rest of Darren’s thinking here:
The secret to connecting technology to story? Our deep knowledge of consumer behavior — knowing why people do what they do. That informs everything. Ultimately, there is a human backdrop to everything we do, from strategy to execution. Technology start-ups seem to understand the value in this perspective.
If you’re an entrepreneur with a technology start-up but no story, contact Lauren Anderson at firstname.lastname@example.org or 513-651-2901. It’s time to show your human side.