WHY STORY?

Story is the oldest most proven way humans learn and remember information.

We are story-making machines. Cognitively speaking, every experience, every relationship, every object is stored in the mind as a story.

We think, feel, and live thru story. As far back as we can remember, we have gathered in community to tell stories of who we are, where we come from, what we believe in, and where we are going.

"The world is nothing but my perception of it. I see only through myself. I hear only through the filter of my story."
– Byron Katie

Our changing world demands new stories.

We live in an era of information overload, where change is constant, and trust and faith are in short supply. Value systems, worldviews, beliefs and emotions collide as old barriers to communications, commerce and exchange disappear.

"He who tells the stories rules the world"
— Hopi proverb

We see this pain greatly in the workplace. Many employees feel disconnected from the larger vision and identity of their organizations. Most corporate communications are flat, alientating and lacking in passion and relevance. Organizations are struggling to stay on purpose and profit.

Very few social institutions understand their proper place, power, and role in our emerging global reality.

Story and narrative provides a set of tools for making sense of this new reality.

Good stories are the ultimate form of persuasion. They inspire, influence, reveal, connect, and motivate people to action.

"..The oldest tool of influence in human history — telling a good story…is like a mini-documentary of what you have seen so others can see it, too."
– Annette Simmons, author of The Story Factor

The fundamental power of story is being acknowledged across the business world and media. The Harvard Business Review, Wall Street Journal, CIO Magazine, The World Bank, NASA, Bristol Myers Squib, IBM, Disney, Ford are all on the bus.

Not to mention leading experts from across the fields of leadership development, branding, knowledge management (KM), cognitive psychology, media, and organizational learning:

  • Tom Peters – Business author and guru
  • Howard Gardner – Harvard cognitive psychologist
  • John Seeley Brown – Technology futurist
  • Steve Denning – Story and knowledge mgt. authority
  • Larry Prusak – Management expert on social capital
  • Kevin Roberts – CEO of Saatchi and Saatchi

Explore our key resources section for more details on these and other examples.

 

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