Most of us are storytellers at heart. We have all grown up listening to stories of legends, mythological creatures, ghosts, Greek mythologies and more. A decade or so back, stories were a big part of the family structure, education and the time one would spend with family. Storytelling is still one of the most prevalent forms of education. From the ‘Jack & Gill’ poem, to ‘Hansel and Gretel’ to ‘The Mahabharat’ to ‘The Iliad and The Odyssey’ by Homer, a lot of storytelling was all about seeding morals, sharing values, learning to be a good human and imbibing the qualities that are seen as important to how we define humanity.
As we grew up, stories were also a way of exchange and making new friends. Sitting down with friends, sharing stories was a routine. Back then there was a big culture of exchanging books, comics since they were not digitally available and abundant like they are today. Hence, I believe while some people might be better storytellers than others, may have a better command on the language, but storytelling comes naturally to all of us.
Business storytelling might be different but at the heart of any kind of storytelling, lays emotions. And emotions drive me, you, our consumers, and our customers. Hence, for a brand I believe it is important to connect with the core emotions instead of trying to sell a service or a product. My check-list would be as follows and driven by three simple principles --