Image source: National Geographic

Distant goals present a challenge for many communicators, and businesses for that matter. Distance has been a great obstacle for space exploration as well, ever since man managed to land on the Moon. The mission for manned travel to Mars has been a long time coming, with varying degrees of attention. NASA chose to tackle the attention gap by making that journey come to life, in collaboration with National Geographic. Their production combines a fictional dramatization of a mission to Mars with documentary clips featuring experts and pioneers like Elon Musk, another strong stakeholder in the Mars venture.

And this is something we can take to heart within the B2B-communications business as well. By creating unfolding communications that show both our organization’s process and dedication, we give our audience – clients and stakeholders – something of continuing relevance to associate to our brand. Communicating “storydoing”, while we are achieving our goals, instead of storytelling when the deed is already done.

Within the world of B2B, where projects often have a quite distant deadline, the value of storydoing is endless. Giving a telling glimpse into the business moves “the future” closer to today. And this is achieved by a communication message carrying both vision and process, applicable to each channel. Storydoing creates up-to-date intel on what is happening right now, connected to the future potential.

Simply put, storydoing switches the communicative scrutiny from “what can we say?” to “what can we do?”.

Want to know more about the NASA/National Geographic-series?
Click here: http://bit.ly/nasa-natgeo

// Maria Ströman, planner