Attention is the new currency, storytelling is how you obtain it
Everybody is interested in the concept of story these days.
Rightly so. Every brand, leader, entrepreneur, celebrity, consultant, thought leader–and we think everyone else–should be engaged in the practice of storytelling. This is how groups, tribes, and cultures are created.
Stories help achieve that. And the best way to get there is to adopt storytelling as a practice, as a way of life.
Don’t confuse storytelling with simply creating a piece of content, publishing it, and waiting to see what happens. In that scenario, the answer is typically: nothing. You have effectively thrown your bait out of your boat, but have neglected to attach it to a hook. To reel in your catch, you need a good pole. You need a skilled fisherman.
Good storytelling is the execution of all those steps, and we would argue that it goes well beyond bringing the fish back to shore. Unless this is all done with mastery, you will not get the result you seek.
Storytelling is a practice that starts at the core of the organization–the personal story of its founders, for example–and takes a life of its own over time. It happens alongside your main activities, and it should be integrated within the organization because there is always an opportunity to tell a story, whatever it is you’re doing.
Most importantly, your story will be told with you or without you. If you decide to stay silent, your users and customers will tell others about you in their own manner.
Audiences are looking for two-way communication. They want to feel heard and included. And your own story is the key to starting that conversation.