Long before recorded history, early humans communicated through cave paintings and oral storytelling. Throughout the ages, however, the method of storytelling has evolved from cave paintings to songs to novels, movies, social media and everything in-between. In spite of this, the art of storytelling has withstood the test of time and evolution, because it is our greatest communication tool and remains as important as ever.
Why is storytelling still so relevant?
Humans are social creatures and through stories, we learn how to relate to other people and empathise with them. They are an intrinsic part of societies and cultures, with each story serving a purpose, from entertaining to informing to conveying a message to changing attitudes and behaviours.
A good story has the power to surprise us and give us food for thought, and will stay with us, making it easier to relate to and remember ideas and concepts. Done well, a good story can help you to connect with someone on a deeper, more emotional level, giving them a reason to empathise or care.
In order to tell a good story, it helps if you are a good storyteller. A good storyteller gets attention, and people will listen to what they have to say. This is one of the reasons why the art of storytelling is gaining importance in the business arena. More than just another tool for marketing and sales, businesses can benefit greatly from the ability to tell good stories. Externally, a good story can increase a company’s reputation and reach, while helping prospective clients to better understand the company and its ethos, vision and people. Internally, there are also a number of benefits, from helping to build or reinforce a company’s culture to connecting colleagues in new and meaningful ways.
In an increasingly competitive employment and labour market, the ability to tell good stories is becoming an increasingly desirable skill to possess.
What is your story?