The power of the innovation story: how did something as mundane as an elevator inspire 600,000 clicks and thousands of conversations?

In the run up to the #BecauseInnovation Storytelling Lab, Cori and I share a favourite case study of multi-platform storytelling on social media. We’re very excited to partner with diffferent, a strategy agency for brand leadership and innovation in the digital era, who are hosting this session in Berlin.

The brand isn’t dictating their version of the future, they’re inviting you to imagine it with them.

The concept video for MULTI, first uploaded in 2014, has over a million views

Who does this innovation story belong to?

This leads us to an important point — who does this innovation story belong to? This narrative has many versions, with each one belonging to a different author, be it the video producer, the organisation and their employees who’ve contributed (incidentally, the music was a hit and released as a free download). If you visit Reddit, you’ll see that this story also belongs to the YouTuber Tom Scott, who shares his excitement about being invited by ThyssenKrupp, “an elevator company saying, come and see our Multi Elevator that actually goes sideways.” Tom’s video, with nearly a million views, allows the organisation to showcase more of its talent, who openly talk about risk and share their innovation journey in real-time!

Video by Tom Scott, YouTuber and former presenter of Gadget Geeks on Sky One Img src: https://www.youtube.com/watch?v=kdTsbFS4xmI

This approach exemplifies the three elements that we believe are vital to any innovation story — people, context and conversations.

We discuss this in detail and look at more strategies to create compelling innovation stories in our workshop in Berlin on September 21st. We’re very excited to partner with diffferent, a strategy agency for brand leadership and innovation in the digital era, who are hosting this session. Join us in Berlin to create your innovation story!

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I am interested in the context & values of our Digital Identities.

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Abhay Adhikari

I am interested in the context & values of our Digital Identities.