Storytelling for Brands - Our Storytelling Matrix (by StoryWorldwide)

Storytelling matrix — a framework that allows you to fully understand and orchestrate your brand narrative. Its three axes (Activity, Complexity, and Personality) are used to plot in the executions necessary to maximize meaningful interaction with a given group.

The X axis is about activity, and illustrates how linear or interactive a particular story is. This ranges from printed magazines and cinematic experiences all the way to full-blown video games — where the user controls each and every aspect of the story.

The Y axis is about complexity, and illustrates just how much information is loaded into the story. Is it a scholarly approach to the subject matter, or is it pure entertainment?

The Z axis is about personality: is it a mass produced, universal story, or is it tailored and customized to each individual?


“New ideas” were increasingly just rehashed versions of other tools. You could also gauge the degree of development of the subsector by the vertical and horizontal nature of the social products. Every niche and nuance had a platform, and the “social stack” had everything from security to scheduling solutions.


Watch as investors start moving more money into mobile, enterprise tech, and emerging markets. The social media bubble may be over, but the web boom is just beginning.

I think it’s less social but more engagement. Which reminds me of Oliver Reichenstein’s post: Sweep the Sleaze.

Excellent content, serious networking and constant human engagement is the way to build your profile.

… the cold fact that there is less general interest in general interest news. Readers have peeled off into verticals of information — TMZ for gossip, Politico for politics and Deadspin for sports, and so on.

Hasn’t this always been the case? CNET and Mercury Center of yore was tightly focused back in the day. And also why I read certain blogs because of the niche content.

Thinking back, I’ve always considered news as a dialogue rather than a monologue. I’ve preferred conversations to speeches. That said, I don’t often hang out on street corners or in neighborhood bars partaking in random conversations about the weather or the Mets. I like my conversations curated.

A little late to the game…. nonetheless: great lede.

Maestro Concept

Made a reference to Buck Ryan’s Maestro Concept in a meeting today. Thought I’d re-familiarize myself with it. From a recent article: How to build better front page packages using Buck Ryan’s Maestro Concept, he says:

Start with one big story and one small team (editor, reporter, photog, designer) who gets the idea. See the process all the way through, celebrate success, offer critique on how to do it better and master the next time, and keep going with the one team until you have a record of success. Then let that team bring along the rest of the staff.

It’ll be great to rethink this process with multimedia in mind… though I suspect only titles will change and NOT the process.

If you want to learn more about Buck’s ideas, check out his book “The Editor’s Toolbox: a Reference Tool for Beginners and Professionals.“

This also reminds me of statement regarding team building from a recent conference:

Team disciplines is to get the group of people to be held accountable in and committed to the performance outcome… and NOT accountable for being a team.