Storytelling as business Content form

By: Sorab Ghaswalla

I used to believe that to begin a discussion with the words, “Once upon a time…” was a sure-shot conversation-killer. Apparently, I was wrong. Jokes apart, storytelling has become the lead tool to market brands. Businesses, or at least their marketers, have “woken up” to the magic of telling stories to sell whatever it is they have to sell.

One would have assumed that the cut and dry world of business had nothing to do with the art of storytelling. Well, not so. Apparently, emotion comes up trumps in the cold, logical world of business.

Science, especially neuroscience tells us that humans are more emotional than logical. That’s why they veer towards stories…..told from any platform.

The current buzz around storytelling makes you feel as if it’s something new. But here’s the thing - storytelling is as old as humans. Business storytelling is the new entrant, THEY insist. Is it?

Before life began on the Internet, billboards told a story, so did radio jingles and TV commercials. Storytelling then was called good copywriting. Obviously, some turned out to be poor narratives. But exist it did.

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