STORYTELLING IS A BUSINESS SKILL?
If you took the time to read the quote above—and you're a writer or a reader—you may be thinking your investment in the art of storytelling is finally being socially validated. But it's not. Not exactly.
That quote came from an article written by Shane Snow that first appeared on the media strategy website Contently in February 2014, and is now dizzily re-spinning onto and off of all known content radars like a phantom vulture feasting on its own digital corpse.
Snow isn't talking about storytelling, per se, but about marketing through storytelling. Is this the brave new world of social media? A virtual campfire where greedy CEOs sit planning to milk our most human instinct—the need and desire to hear and tell stories—to sell us more more things, more space, more desire and need? Or is this a way for socially responsible businesses and organizations to (re-)connect us to authentic stories that matter?