What is Storymining™?

StoryMining is Advent’s discovery process for learning what makes each client and each project unique. By listening carefully to stakeholders, we are able to internalize and clarify a client’s emotional connections and allow them to inform our work. The stories we uncover in these conversations speak to your culture and help us create experiences that move your audiences.

StoryMining is the foundation of our work on every project. This is how we learn the memories, the core values (explicit or implicit) and the key emotional touchpoints that will resonate with your audiences. We use what we learn — your stories, messages and emotions — to inform everything from individual exhibits and displays to design language and materials. What we learn challenges our assumptions and makes our work more inclusive. Our StoryMining process allows you to ground the early stage of a major project on a solid foundation that all the key players in your organization agree on.

What can you expect during StoryMining?

Members of the Advent team will interview key stakeholders (that you choose) one-on-one or in small groups. These interviews may be in person, over Zoom or on camera. We’re trying to learn what the threads of emotion that make an experience special. You can expect a relaxed conversation, rather than a pointed question-and-answer interview. We follow the conversation where your stakeholders’ interests, stories and values lead. This work is so powerful for the culture of an organization.

Why should you enjoy StoryMining?

This is your chance to shape the stories that will be experienced by generations to come. We want projects to be infused with the narrative and imagery important to your community. We believe our role with you is to be problem-solvers, working with you to surface the most powerful threads of narrative that tie to hearts and connect to memories. Ultimately, if done well, this work captivates audiences in meaningful ways.

StoryMining a casual, low-pressure experience built on conversation rather than a scripted interview using our trained story team. Our team enjoys StoryMining–we’ve done thousands of interviews, and we do our best to make sure you do, too.

Selecting StoryMining Interviewees

A key part of the StoryMining process is the knowledge of interviewees. We will research each person’s background and role with the program and tailor each interview session to that information. However, we understand you have insight into what each stakeholder brings to the project. Ideal interviewees include:

● Stakeholders

● Executives

● Members

● Long-standing employees

● Benefactors and endorsers

● Hall of Fame inductees

● Iconic Leaders