In this blog series, we aim for the perfect website. Would it exist? This time we look at storytelling and how it can contribute to perfection. We dive into Hollywood to find out how we can change with the times. 

 

In script theory, everything is about transformation. We always see a main character in a Hollywood movie at the beginning in what is called a status quo, but then something happens - an incident - that overturns this status quo and forces the character to transition. This usually ends in a beautiful climax, and then the main character has changed and there is a new status quo. This storyline is called a character arc and is present in every good movie ever. The question is what can we learn from that? 

In business, there are also incidents each time that affect our web brand. That may be new regulations on cookies but also the call for brands to become much more responsible or inclusive with staff. Good brands actually do the same thing as characters in a movie. They have a certain value system but due to context changes that value system needs to be adjusted. Our brand identity is not a fixed thing. It is fluid and influenced by the outside world. 

Those who show flexibility can therefore count on consumer support. But where does that start? And how does one apply it? In business theory, the concept of connectivity. By that is meant being connected to the context and keeping up with changes and incidents. That could be a trend, but also something like regulations. You actually function as a kind of radar that picks up the blips from the context and then decides which blips require action. The more connected you are, the bigger the radar, the earlier you see the changes. In this blog series, we aim for the perfect website. Would it exist? This time we look at storytelling and how it can contribute to perfection. We dive into Hollywood to find out how we can change with the times. 

But if you see bleeps on that radar, don't be too opportunistic in what you adjust. Consumers don't expect brands to intervene at every moment and crisis. She expects you to act quickly when the 'incident' matters for your sector or product category. Remember that a film character also does not react to every movement, but only to those incidents that are important to the larger story. 

In the end, the most important shop window you have is still your web environment. That's where you need to showcase the changes. So act like a radar, catch all the changes, and then choose carefully which ones are important to you. In this way your value system will change with the times in the right, relevant way. Just like with that movie hero. 

 

Sander Baas is boss of Baas & Baas and web construction and marketing expert. Rogier van Kralingen is a writer at The Whole Story and co-author of Media storm.

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