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Casey Hibbard

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Top Stories by Casey Hibbard

If you heard that a certain type of fox is endangered, would you be moved to act? How about if you heard that a mama fox was trying to keep herself and her litter safe as their forest disappears? Now that's different. There's a story there with actual individuals being affected. Such was the storyline for a campaign by Environmental Defense Fund (EDF), which told a universal tale of survival to communicate about the kit fox problem in Northern California. Information in the context of a story is dramatically more compelling than straight facts. Yet, many nonprofits fail to tell stories to illustrate their challenges and successful outcomes. "If you look at the web sites of fifty small nonprofits, you would be hard-pressed to find written stories or pictures that tell a story," says Katya Andresen, author of Robin Hood Marketing and Chief Operating Officer, Networ... (more)

Awards Get Customers to Tell Their Stories – Fast

It can be really tough to get customers to go public with their stories. But the prospect of winning an award gets customers on board – fast! Your products and services are helping customers do innovative, progressive things. Why not submit those examples for industry awards where you both get some of the glory? Just last week, I helped a client capture two of its best customer success stories to submit for two different awards programs in my client’s industry. And get this…Both featured customers are major, nationally known companies. My client’s customers were all over the idea,... (more)

The Resume Is Dead: The (Story) Bio Is King

Note from Casey Hibbard: While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Michael Margolis Gone are the days of “Just the facts, M’am.” Instead we’re all trying to suss each other out in the relationship economy. Do I share something in common with you? How do we relate to each other? Are you relevant to my work? We're exchanging stories all the time to determine if we belong in the same tribe. That’s why the resume is on the out, and t... (more)

Will Customers Nominate Themselves as Stories?

If asked, will customers submit themselves as possible case study or success story candidates?  From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share Your Story” links on their Web sites. Apple created a link for this soon after the release of its wildly popular iPhone. FileMaker software includes a link to “Tell us your story.” Girl Scouts of the USA asks former members to share their experiences for its alumnae program. And Toyota Motor Sales gather owners' stories and gets usage permission through an o... (more)

The Ugly Duckling of Case Studies – The “Not-for-Public-Use” Story

    I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales. Most of these catchy or intriguing little stories pre-date our great-great-grandparents, but the lessons are still valid today. Take the story of the Ugly Duckling, a tale released by Hans Christian Andersen in 1843. The ugly duckling, which was mocked when young, grew up to be the most beautiful swan of them all. In the case study world, non-public customer stories are perceived as an ugly duckling of what we do. When you can't post it on your website, spin it into a pr... (more)