This course explores the new frontier of storytelling in the age of fragmented traditional media, focusing on how "hyper-growth" startup brands leverage audience data and unique narratives to outperform established competitors. The course delves into the disruptive impact of Carbon in manufacturing, akin to Tesla in the auto industry, and discusses the strategic storytelling approach that propelled Carbon's products into the spotlight. Participants will learn about open source, digital light synthesis, innovation, data context, connecting to purpose, fostering innovation, measuring ROI, and overcoming the fear of change. The teaching method involves presentations and discussions led by industry experts. This course is designed for marketing professionals, brand strategists, storytellers, and individuals interested in the intersection of technology, storytelling, and business innovation.
Overview
Syllabus
Introduction
The Elephant in the Room
What is Carbon
Open Source
Digital Light Synthesis
Innovation
The Results
Data
Context
Connecting to Purpose
Lead with the Benefit
The Future Kraft
Being Quick
Business to Human
Fostering Innovation
Measuring ROI
Disruptive companies
democratization of 3D printing
creating a story for a physical product
emotional insights
biggest challenge
learning new things
data analysis
microphone
sustainability
overcoming fear of change
Taught by
SXSW
