When we meet someone new, we often ask, "So what's your story?" People love stories. They're the universal common denominator. As individuals, we use the basic concepts of stories in our everyday lives ("That's my story and I'm sticking to it..."). But what about organizations or businesses? Should they present themselves to the world through their unique story? Successful ones are all about storytelling. Nike, Whole Foods, Starbucks, all promote legendary stories of where they came from, who they are today, and where they're going.
If done right, storytelling can play a significant role in the success of a business. In the book "What's Your Story? Storytelling to Move Markets, Audiences, People, and Brands," authors Ryan Matthews and Watts Wacker mention that "storytelling has the power to change the destiny of a company, an industry, a nation, and ultimately, the world. It's a force as powerful and universal as gravity."
Or as Robert McKee explains in his best-selling screenwriting book Story, "The storyteller leads us into expectation, makes us think we understand, then cracks open reality, creating surprise and curiosity, sending us back through the story again and again."
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