How to Use Narrative Psychology in Service Design, With Kristian Aloma

The Agency Profit Podcast

Points of Interest

• 00:01 – 00:42 – Introduction to Guest: Marcel introduces Dr. Kristian Alomá, PhD, an expert in narrative psychology and author of Start With the Story, to discuss the power of storytelling in agency service design.
• 00:48 – 01:14 – Background on Narrative Design: Kristian introduces his agency, Threadline, and explains narrative design as applying storytelling principles to branding, marketing, and business strategy.
• 01:52 – 02:18 – What is Narrative Psychology? Kristian describes narrative psychology as the study of how people make sense of experiences through storytelling, emphasizing its importance in understanding client relationships.
• 03:10 – 04:20 – Power of Storytelling: Marcel and Kristian discuss how storytelling resonates with both logical and emotional thinking, making it a powerful tool in sales and brand connection.
• 05:38 – 06:30 – Changing Agency Landscape: Kristian explains how agency success has shifted from mere service delivery to forming meaningful client relationships that support brand values and identity.
• 08:27 – 09:30 – Beyond Behavioral Marketing: Kristian discusses moving from a behavior-driven marketing approach to one focused on narratives that align with both client goals and agency values.
• 10:23 – 11:33 – Client Relationships Across Career Stages: Kristian highlights the importance of adapting agency services to fit the evolving needs of clients as they grow from entry-level to executive roles.
• 11:47 – 12:40 – Differentiation in a Specialized Market: Marcel and Kristian talk about how understanding clients’ unique stories allows agencies to differentiate in an increasingly specialized market.
• 15:08 – 16:15 – Hero’s Paradox: Kristian explains the concept of the “hero’s paradox,” where placing the client as the hero ultimately strengthens the agency's role as a trusted partner.
• 18:50 – 19:18 – Identifying Client Struggles: Marcel asks Kristian for tactical advice on understanding client struggles, which Kristian breaks down through his STORY framework.
• 19:17 – 20:25 – Introduction to the STORY Framework: Kristian outlines his framework: Struggle, Tools, Objectives, Rewards, and Yearning (STORY), as a guide to designing client-centered services.
• 23:29 – 24:45 – The Importance of Understanding Struggles: Marcel and Kristian discuss the importance of going beyond surface-level problems to truly understand a client’s struggle for deeper impact.
• 27:39 – 28:32 – Focusing on Individual Challenges: Kristian emphasizes the need to view client challenges from the individual’s perspective within the organization, making service solutions more impactful and personalized.

Show Notes

• Book: Start with the Story: Brand-Building in a Narrative Economy
• Threadline: Visit the Website
• Connect with Kristian A. Alomá:
  • LinkedIn Profile
  • Personal Website

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