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Storytelling All Stars: Steve Sabol of NFL Films

November 29, 2012

HBO Real Sports recently aired a profile of one of America’s great entrepreneurs: the late President of NFL Films, Steve Sabol.

Sabol and his father, Ed, grew NFL films from a $3,000 Hail Mary of an idea into a Emmy Award-winning film company with $50 million in annual revenue.

Before his passing in September, Sabol let HBO in on the secret to his success: storytelling.

“Tell me a fact, and I’ll learn. Tell me a truth, and I’ll believe. But tell me a story, and it will live in my heart forever.”

This is more than just a catchy quote. Research shows that the human mind is designed to act on story more than spreadsheets. Companies that incorporate story into their communications see tangible benefits.  Procter & Gamble saw an increase in sales and brand favorability after launching a story-based marketing campaign for the London Olympics centered on athletes and their moms. The website SignificantObjects.com offers startling insights  into the premium customers are willing to pay for a story-enhanced product.

NFL fans will no doubt miss Sabol’s enthusiasm for the drama that is America’s biggest game. But there’s no reason your organization can’t replicate his formula for success by using story to live in the hearts of your customers.

Want to find out how? Just drop us a line and we’ll be happy to help.

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