What is Storytelling?
With all the talk these days about “storytelling,” it can start to sound like a buzz-word. It pops up in conversations with branding companies and marketing agencies, communication consultants and purveyors of new media. “Storytelling” gets used interchangeably with messaging, while “getting our story out” becomes a catchphrase for advertising.
Given the confusion, we want to clarify what we mean by “story” here at Wakingstar. Far from a fad, we’re talking about the original social media.
A few specifics:
1. A story is different than an explanation, a message, or a ‘thing that happened.’ It sparks your listener’s curiosity, taking them on a journey through which they discover the messages you wish to impart.
2. Once your audience has completed this journey, they will see the story as their own, and understand where you come from, what you’re doing and where you’re going.
3. When they own the story, your listeners will feel connected to the journey and be inspired to retell it, sharing its messages every day in boardrooms, in keynotes, through print, web and social media.
In our work, we explore your origin: “Here’s how everything until now set us up for this moment in time.” We work with your impacts: “Here’s how we’re changing the world every single day.” And we draw out your vision: “This is the world we’re creating.” Your story will inevitably become a combination of all of these, one that you can draw from again and again.