Massimo Martinotti | CEO | Starlight Effect |
- Since I was a teenager, I wanted to be a film director and that didn’t seem like an easy goal, having been born in a small town in northern Italy. But I made it.
- I have been lucky enough to film in 30 countries on all continents, to hear assistant directors yell “Action!” in more than 20 languages and to get on all kinds of flying objects.
Podcast
Overview
Today in this episode of THE BRAND CALLED YOU, we are happy to connect with Massimo Martinotti and get valuable insights about the importance of storytelling in the business world.
Martinotti gave us new insights into the components of a story which include enigma and epiphany. He also told us that the story and strategy are the same.
00:40: – About Massimo Martinotti & his journey.
- Since I was a teenager, I wanted to be a film director and that didn’t seem like an easy goal, having been born in a small town in northern Italy. But I made it.
- I have been lucky enough to film in 30 countries on all continents, to hear assistant directors yell “Action!” in more than 20 languages and to get on all kinds of flying objects.
- I have produced commercials for dozens of multinational brands including Toyota, McDonald’s, P&G, Chrysler, and Corona, many of which have won prestigious awards.
- About 10 years ago I realized that there was a much more efficient way to help my clients.
- With a team of visionaries, I developed a methodology to bring the power of stories to the business world and have an impact not only in the areas of marketing and advertising but also in corporate and human resources.
04:48- What are some of the basic elements of a story & why are these important?
- Stories were to share values and not for entertainment.
- To make sense of natural phenomena
- Were used to create communities and establish leadership.
- The basic elements of a story are archetypes and plots.
- Archetypes: There are 250 archetypes classified into 20 different families. They define who you are, or who is your brand. They are static.
- Plots: There are 13 plots. They are more dynamic and define where you go or your brand is going.
13:05- Why do business leaders and corporations need to find craft and tell the right story?
- They call us to define who they are: Most of the clients define themselves in terms of category and terms of brand. Doing this they cannot differentiate themselves in terms of comparisons.
- To communicate more efficiently and connect the brand with emotions: Most of the market and research technologies are based on logic. They need to connect their brand with emotions.
- They need to sell or buy: They need to attract the right talent and investors.
- They need to create a powerful corporate culture: They need to differentiate their brand from competitors.
23:55 What are three lessons you want our listeners and viewers to take away from our conversation?
- Business leaders must understand that people don’t buy a product, they don’t buy a company or buy a share. The people share your story.
- The best story always wins. Therefore, we need to understand competition.
- Live a story and not tell a story.
RESOURCES:
You can connect with Massimo Martinotti | on LinkedIn
Visit: https://starlighteffect.com/
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Profile
- Since I was a teenager, I wanted to be a film director and that didn’t seem like an easy goal, having been born in a small town in northern Italy. But I made it.
- I have been lucky enough to film in 30 countries on all continents, to hear assistant directors yell “Action!” in more than 20 languages and to get on all kinds of flying objects.
- I have produced commercials for dozens of multinational brands including Toyota, McDonald’s, P&G, Chrysler, and Corona, many of which have won prestigious awards.
- About 10 years ago I realized that there was a much more efficient way to help my clients.
- With a team of visionaries, I developed a methodology to bring the power of stories to the business world and have an impact not only in the areas of marketing and advertising but also in corporate and human resources.
