Beliefonomics

Realise the true value of your brand story

Mark Howard Jones

• Publisher: Beliefonomics Pty Ltd
• Year: 2020
• eBook ISBN: 9780648786719
• Edition: 1
• Topic: Business
• Subtopic: Marketing
• Index: Business

Beliefonomics is a deliberate contraction of belief and economics. It is a world-first proven model for CEOs, CMOs and brand managers to realise the true value of the ancient practice of storytelling to change customer beliefs and behaviour. Mark uses a masterful mix of personal anecdotes, well-known models, films and brands, to introduce his Beliefonomics model that stands out for its sophistication and simplicity in empowering brands to truly connect with their humanity and purpose to engage the hearts and minds of customers.

5-star reviews of Beliefonomics from global business leaders include:

"Mark's groundbreaking approach to storytelling helped us realise the significance of belief systems and ensuring they remain at the centre of our marketing and communications, I have o doubt Beliefonomics will inspire many more orgaisations like ours."

- Darlene White, Brand and Communications Manager, UniSuper

"This is truly groundbreaking work. Mark's deep understanding of storytelling, marketing and the media sets Beliefonomics apart as a book that will not just inspire, but change organisations around the world."

- Michael McQueen, multi-award winning speaker, trend forecaster and bestselling author

"Great storytelling has always felt hit and miss. Until now. Beliefonomics is a big idea you can't ignore."

- Deepak Ramanathan, Global Marketing Executive, Google, Twitter and IBM alumni

PART ONE

The Heart of Beliefonomics | Why

Before we talk tactics, the why matters. A word made famous in marketing circles by Simon Sinek, knowing ‘why’ storytelling matters is essential. The first part of this book is about my story and the business of storytelling. It’s about the lives of business leaders, marketers and storytellers all over the world who wrestle with using story to make an impact. The heart of Beliefonomics is, curiously enough, very much about our literal and emotional heart.

1. My Origin Story

“You would not have called to me unless I had been calling to you, said the Lion.”

C.S.Lewis

The Silver Chair

I’ll always remember the moment I knew my future career. I’d just walked out of a Year 11 English class, and remarkably, I’d done rather well. Somehow I’d scored full marks on an essay and I won’t lie, it felt fantastic.

I was a solid credit student in most subjects at high school, but English was different. I felt alive and at home in these classes. Storytelling, writing and self-expression resonated in a way that was, ironically, hard to describe.

So there I was, walking across baking-hot asphalt just before Christmas break as the Sydney summer of late 1991 dawned. Freshly buoyed by my apparent English prowess, the thought hit me: it’s journalism or bust. I’d heard other people talk about these moments of clarity. They say it’s thrilling, but in my case it was quickly followed by the thought, Can I actually make it happen?

It’s journalism or bust.

I loved reading the newspaper and grew up watching the news on TV every night. I knew I had to do it. The problem was, I had no Plan B – it really was journalism or bust. What if it was bust? I thought. What if I didn’t get the marks I needed to study journalism at university?

Years later as a married, middle-aged bloke with four kids, I’ve had enough life experience to realise such emotions are quite normal – and you won’t find out if you don’t give it a go.

As it turns out, I did scrape together enough marks to get into university to pursue journalism, taking me a step closer to achieving my dream; and conquering at least one of my high-school fears.

Ever since, storytelling has been the common denominator across my career. My most recent chapters are as a journalist and editor for media like The Australian Financial Review and Infoworld in the United States, and as cofounder of a marketing communications agency with my wife Heather Jones. I’ve also spent a good chunk of time in front of people as a speaker, MC, and podcast host. Storytelling is something I just do.

The organic nature of my storytelling started shifting when people started asking me to break down exactly what makes a brilliant story. Clients were asking. Colleagues were asking. Great thinkers were asking. Business leaders were asking. The dynamic was shifting from why we should care about storytelling, to how we master storytelling.

I know I’m not the only one scratching this itch. Organisations around the world are curious to know how to become a better storyteller. Some are even discovering it’s not a sideshow, but the main game.

It has been my personal quest to unlock the power of story, and my thoughts have taken shape in the form of this book, Beliefonomics – a new framework for creating stories that unlock purposeful growth.

It hasn’t been an easy journey getting this book into your hands, dear reader. There have been moments I thought it would never get out of my head, much less capture global attention.

Working on this project has given me the same spark of excitement – and fear – that I felt back in high school. I’ve been overwhelmed and inspired by the feedback received from clients and business partners across the world as I’ve shared the framework in meetings, workshops and whiteboard scribble and scribe sessions.

I’ve been affirmed in my belief that Beliefonomics truly is a different way of thinking about storytelling, and it’s my destiny to share it with leaders like you who are prepared to dig deeper, ask uncomfortable questions, try something new and use their own big story to change the world.

It is my destiny to share Beliefonomics with leaders like you who are prepared to dig deeper, ask uncomfortable questions, try something new and use their own big story to change the world.

2. What’s your big story?

“If you’re going to have a story, have a big story, or none at all.”

Joseph Campbell

When you’re a teenager, and the world is essentially still a mystery, dreaming of a career you might actually love is a big story in itself. A timeless truth captured most poignantly by one of my storytelling heroes, Joseph Campbell is that we’re all drawn to the big stories in life.

It could be a compelling story in your family history, a novel or a movie that transports you into another dimension, or the lives of your heroes. Consciously or subconsciously, these stories help anchor us in an uncertain world. They are almost irresistible in nature.

There’s also something inspiring about knowing other people dreamed up a big story and it became reality – look no further than tech start-ups; indeed any business from a corner store to a small accounting practice. We love the rags-to-riches narrative, the sheer boldness of a person who embraces risk and turns a simple idea into a thriving business.

I’m fascinated by the idea that stories like these are at the core of what it means to be human. We live, breathe and see the world through the lens of story. It’s an idea as old as civilisation itself, evidenced by our enduring fascination with the stories of ancient indigenous cultures.

What’s changed in recent years is a renewed appetite for the power of story as an agent of change. The other difference now is, of course, the sheer volume of media and social channels that are available to amplify that impact, giving us a never-ending stream of stories about personal triumph, clever inventions, warnings about social and environmental issues, and businesses redefining what it means to make a profit and benefit society.

The bottom line is, we’re hungry to understand the connection between this ancient human practice of storytelling and its impact on communities and businesses. I believe one of the macro drivers for this appetite is the disruptive impact of technology on media.

What’s changed in recent years is a renewed appetite for the power of story as an agent of change.

Changing times

The rise of big media corporations in...

Table of contents

• Contents
• Endorsements
• Welcome
• PART ONE
• 1. My Origin Story
• 2. What’s your big story?
• 3. Making stories great
• 4. Heartbeat
• 5. Beginning, middle & end
• 6. Problem headlines
• PART TWO
• 7. The Brand Story
• 8. The Belief Moment
• 9. The Belief Journey
• 10. The Brand Journey
• 11. The Channel Journey
• 12. Outside in
• CONCLUSION: DREAM BIG
• Conclusion: Dream Big
• References
• Acknowledgements
• About the Author