Per Schlingmann: How to build stories that change

In the Swedish “Digitala influencer-podden”, Per Schlingmann shares his insights on how authenticity, courage and creativity can create engagement – and change.

Storytelling as a strategy

When the Swedish Moderaterna needed to be reshaped, they needed a new narrative. Schlingmann and his team created the iconic ‘Nya Moderaterna’ logo – on the spot at a party meeting, without preparation. It was no accident, but a powerful example of how quick, bold decisions can cut through the noise.

– We knew what we wanted to say and did it our way. It was risky, but we trusted the story, he says in the podcast.

From mass communication to mass conversation

In an age where everyone can influence the conversation, the rules of the game have changed. Communication is no longer just about sending out messages. Similar to how the Swedish Nya Moderaterna project was communicated, it is about a whole where the visual builds a stronger story that breaks through and creates conversation.

– We live in a time where stories are central. To succeed, you have to create something that people want to talk about, not just something you send out in a big flow, he says.

The future of communication: hope and action

In the midst of an uncertain world, Schlingmann says optimistic stories are crucial. Storytelling becomes a way to point to a new and brighter future at a time when more and more people are pessimistic about the present. The companies and organizations that succeed are the ones that create hope and direction, Schlingmann says in the interview.

– I am most passionate about storytelling. I think we have only seen the beginning of how stories can change the world, he concludes.

Listen to the full episode on “Digitala influencer-podden”. The episodes are released on Thursdays, and can be found wherever podcasts are available.