*Storytelling is all the rage*

As digital creatives, we have to understand the power of storytelling, and the impact of great stories on individuals. People have told stories since time began, they are psychologically powerful and help us understand complex concepts to realise our place in the world.

Fundamentally great stories can change our behaviour, connect us to others, united by the shared experience.

In business, storytelling is paramount, they realise dry data doesn’t work, but emotion does, connecting people to a business agenda begins with –

‘Once upon a time...’

When we read dry, factual arguments, we read with our guard up - we are critical and skeptical. But when we are absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us defenseless...