Paper Edit: Selections from interview to be used during a recruitment piece to help drive the essence of what it means to be in the Army.

In the Army, you’re part of a team.

CPT Y: Once one soldier receives help, he's willing to help another soldier. That's the one thing I ask of every soldier.

CPT Y: So as much as possible, you want to open up all avenues to help every soldier possible.

CPT Z: And once they get that help, it -- it builds up a pride that "Hey, I like what I'm doing.  I'm working for somebody that's going to take care of me, that's going to take care of my family, and they'll take care of my battle buddies if they need help."

CPT Y: So if they're willing to reach out that hand to help each other, it becomes contagious.

CPT Y: Nobody falls asleep at night to be in the Army to say I just want to get by tomorrow.  They want to contribute.

CPT Y: We're servants to our nation.  We're servants to our soldiers, and we're servants to our unit.

Leadership + Trust: The essence of the Army.

CPT Y: Soldiers are the -- are the heartbeat; that -- they're the pulse

CPT Y: I may be a Commander, but I'm a man, I'm a husband, I'm a father, and I've -- I've had -- made my fair share of mistakes and had shortcomings.  At the same time, somebody was always there to help me.

CPT Y: You don't treat them like cases; you treat them like people.  And you exhaust all possibilities to get him all the help that's possible.  That's our approach.

CPT Z:  Well, it's -- it's just listening to the soldier –

CPT Y: Soldiers need to see that you're human also;

CPT Y: It’s an underlying trust that you build with your soldiers.

Everyone in the Army is connected.  Family knows no boundaries.

CPT Z:  Well, there's a stereotype that if you're in the Army, that you've got to be a man, you've got to take care of your family.  And you -- you don't -- you don't ask for help.  You -- you just drive through that wall and -- and crush it.  And I think -- I think once you get that soldier through that wall, it just opens the floodgates to let -- to let us be able to help him.

CPT Y: I -- I wouldn't know what I'd be able to do without the love and support of -- of my family, especially my kids.

CPT Y:   A soldier is no good without his family.

An Army unit is a very special thing.

CPT Z:  There's no other employer in the world that will -- will support its employees like the Army does.

CPT Y: Every soldier wants to be a part of the team.

CPT Y: If one soldier is hurting, his friends are going to know about it. 

CPT Y: Motivation is -- it's probably stronger than money when it comes to our unit and the success of our unit.  And that motivation is also key to -- to the spirit of the unit.

CPT Y: We actually, as Commanders, live for our soldiers as -- as we do our own families.  If one of my soldiers is hurt, it's -- it's more than personal because if they -- if they're without, then I feel like it's -- it's -- it's my fault or my First Sergeant, he feels the same way.  So we have to ensure that they have the basic necessities to keep them healthy, and that's where it starts, with motivation.

CPT Y: You'll never read about it.  You'll never see it.  There's -- there's no science to it; it's just a culture that once you put this uniform on, that you're part of a family.

CPT Z: And that's one of the great things about being in the Army.  It doesn't matter what other organization you're in; if you're working at WalMart, if you're at Microsoft or Pepsi, no -- they're not going to support you like the Army does.

(Digital Storytelling IMC634 - WVU IMC)

The power of visual elements and a good story go hand in hand when creating an effective advertising spot. The following are my attempts at reverse-engineering two shooting scripts for several Allstate advertisements.

Allstate TV Ad: My Bad

 Allstate TV Ad: Road Workers

“The next economy will see a significant rise in network organizations—groups of “unbundled” companies cooperating across the value chain to deliver products and services to customers” (The Brand Gap, Neumeier, 2006).

Collaboration is a powerful exercise in execution and synergy. The abilities of a group are enhanced by a greater whole leading to unique stories and impactful experiences.

In marketing, story is everything.

A story can be described as a narrative. Hollywood has a knack for storytelling and sets the bar high for brand managers of all shapes and sizes regardless of industry.

The question we must ask ourselves is “What makes a good story?”

To sell is to get the story right in such a way that audiences are inspired. An intellectually provoking tale has the power to spread and for marketers buzz travels fast. Let’s focus on the elements of plot a distinguishing element set apart from what is considered to be a “story.”

A plot is a literary term used to describe the who, what, when, where, how, and why. It is unique and separate from the story which is the ultimate take home lesson of a tale.

The differences between a story and plot can be more easily understood by using some of Hollywood's biggest blockbusters of the past. However, this requires that we ask four important questions related to the plot of each film.

So let's get started.

Rocky (1976, John G. Avildsen)

1.  What is at stake?

The career and livelihood of a man from Philly.

2.  Who is the central character? Why? Describe this character’s personal journey.

Rocky Balboa is the central character. He is a man destined to become one of the greatest fighters of all time. He is the ultimate underdog.

3.  How is the character transformed?

He fights. He loses. He gets back up.

4.  What good reason does the character have not to act.

The opportunity to avoid physical and mental punishment.

Rocky’s story: An underdog boxer triumphs above significant odds.

Here’s another popular film.

Titanic (1997, James Cameron)

1.  What is at stake?

The lives of many people on a ship.

2.  Who is the central character? Why? Describe this character’s personal journey.

Rose, a survivor who is fighting unique circumstances and longs to escape the chains of a destiny she refuses to embrace. Rose meets a young man and falls in love but then has to face the reality of disaster and loss.

3.  How is the character transformed?

Through love and tragedy.

4.  What good reason does the character have not to act.

The comforts of a predetermined lifestyle.

Titanic’s story: A man and woman fall in love in the midst of one of history’s biggest disasters.

Alien (1979, Ridley Scott)

1.  What is at stake?

The lives of a mining crew aboard a spaceship.

2.  Who is the central character? Why? Describe this character’s personal journey.

Sigourney Weaver, plays “Ripley”, a tough and uncompromising passenger aboard a ship that responds to an SOS signal from a distant planet.

3.  How is the character transformed?

She confronts one of the most deadly creatures ever conceived and survives.

4.  What good reason does the character have not to act.

In space no one can hear you scream.

The story of Alien: A space crew collides with a deadly reproducing extraterrestrial.

As storytellers and brand managers we must embrace the power of story.