Kristen Fields from Knuckledragger Studios is a powerhouse creator, producer, and storyteller. She’s also one of our Coworking Creators Summit teachers. Here, she shares her insights into the power of storytelling, mistakes brands make, and a tip to help coworking pros tell better stories.
1. Why is storytelling such a powerful tool for coworking brands?
Story is the thing that connects us all. We use stories from the moment we’re born until the moment we die. Whether it’s sharing anecdotes about work, or leisure, family, or friends, we all connect to each other through stories. They help us build empathy and reinforce communal bonds—and what more could you want for your coworking community than to have your members feel deeply connected (and to tell stories about your space!).
2. What’s one storytelling mistake you see brands frequently make?
Not knowing who they’re telling stories to, and how that impacts the stories they tell. Additionally, not recognizing that there is a story in every piece of marketing material you’re using. From emails to social to everyday interactions, storytelling influences it all.
3. Can you share a quick tip to help coworking space operators tell better stories?
Think of the most compelling storyteller you know: an actor, a friend, a family member. Think about the way they tell stories. What makes it so memorable? Do they use fantastic imagery? Do they include commentary that makes you laugh out loud? Do they know every piece of the history to shade in the missing pieces? Now play mimic and try telling a story about your space the way they would tell it. Record yourself doing it and compare it to what you’re currently doing. How does it change? What new glimmers did you find?
🎟️ Want to learn more from Kristen? Join us at the Coworking Creators Summit.
