Como o cinema pode inspirar as empresas?

Fonte: Superdossiê sobre Storytelling; HSM Management 99 • Julho-Agosto 2013 

O storytelling se disseminou  tão abruptamente que, a alguns, já soa como um chavão corporativo. Muitos executivos pensam na contação de histórias como um produto de prateleira pronto para resolver, instantaneamente, qualquer problema de comunicação. Está tudo errado. É preciso começar do começo. Era uma vez…

Não basta querer contar uma história para que ela seja poderosa. É preciso ter técnica e, acima da técnica, é preciso ter princípios. Robert McKee, professor de roteiro em Hollywood e maior especialista mundial em storytelling [veja a entrevista de McKee neste Dossiê], costuma dizer que histórias não são sobre regras que definem o que está certo ou errado; histórias são sobre princípios, que mostram o que funciona e o que não funciona. Se consegue engajar, criar identificação, emocionar e conduzir sua audiência para onde quiser, não há dúvida: você tem uma história com princípios.

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Why Storytelling is the Ultimate Weapon

In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival. In his book,Tell to Win, Peter Guber joins writers like Annette Simmons and Stephen Denning in evangelizing for the power of story in human affairs generally, and business in particular. Guber argues that humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion. The best way to emotionally connect other people to our agenda begins with “Once upon a time…”

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NASA’s Psychedelic Concepts From The 1970s

Amongst their many projects at the time, NASA Ames proposed massive spaceships that would orbit communities of 10,000 people around the earth–planned communities in space–and they commissioned a series fantastical artistic renderings of the vision. “These orbital space settlements could be wonderful places to live; about the size of a California beach town and endowed with weightless recreation, fantastic views, freedom, elbow-room in spades, and great wealth,” describes Al Globus, Senior Research Associate for NASA Ames.

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Storify: Social storytelling

Storify lets you curate social networks to build social stories, bringing together media scattered across the Web into a coherent narrative. We are building the story layer above social networks, to amplify the voices that matter and create a new media format that is interactive, dynamic and social.

In the Storify editor, you can search social media networks to find media elements about the topic you want to Storify. Look through Twitter, Facebook, YouTube, Flickr, Instagram and more to gather material for your stories.

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Google Project Glass: One day…

Google officially revealed a project that will push them to their creative limits. It’s called Project Glass, and it’s a pair of glasses that layers digital information over the real world. It’s your smartphone, right in your eyes. You can read text messages. You can take photos. You can listen to music (thanks to some built-in earbuds). You can even be told that the subway is closed as you walk up to it, and be redirected to your destination by foot.

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The Sensorium: A Journey into Scent

The world’s first pop-up scent museum The Sensorium: Lucid Dreams from the Sensory World, is an interactive, multimedia experience designed to explore the emotions and instincts behind scent. Commissioned by Sephora and leading fragrance manufacturer Firmenich, The Sensorium features interactive and immersive installations First Scent and Lucid Dreams, developed and produced by experience design and production company The Department of the 4th Dimension (The D4D) to transport visitors into the realm of the perfumer’s imagination. The Sensorium – located in a 3,700 warehouse in New York’s Meatpacking District, launched to the public on October 15.


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DensityDesign is a Research Lab in the design department (INDACO) of the Politecnico di Milano. It focuses on the visual representation of complex social, organizational and urban phenomena. Although producing, collecting, and sharing information has become much easier, robust methods and effective visual tools are still needed to observe and explore the nature of complex issues. Our research aim is to exploit the potential of information visualization and information design and provide innovative and engaging visual artifacts to enable researchers and scholars to build solid arguments.

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Immagina Milano: Racconti di strada

» Movie Design is a research unit in the department of Industrial Design and Multimedia Communication (INDACO) at Politecnico di Milano. The research activity focuses on audiovisual communication design, both in terms of strategies and languages. Movie Design group is actively involved in educational activities at the School of Design, basic and applied research in different fields such as visual design, storytelling, scenario visualization, animation, documentary, brand communication, cross-media formats, new TV, entertainment, game design, cultural heritage, audiovisual archives.

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