Creativity , Masterclass , Storytelling , Strategy ,

An Intro to Storytelling

Storytelling is the ability to make 1+1=3 combining form and content in a way that is more than the sum of the two.

Storytelling is an everyday practice that - consciously or unconsciously - we all do all the time, with our family members, with colleagues with friends at the bar. Yet, storytelling is much more than what we usually think. This is an introduction to start taking storytelling seriously.

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Massimiliano

Storytelling is a ‘weird beast’: it is at the very same time the most discussed topic today, and the one that seems to define whatever happens, from the success of a toilet paper brand to the failure of a political candidate. The confusion grows as more and more claim competences that are based on very shaky foundations.

Storytelling is the ability to take data and connect them in a memorable and impressive manner. It is, for many, the prevalence of form over substance with the consequential empowerment of those who know the form to convince anyone of whatever content, regardless of its truthfulness.

For Umberto Eco, storytelling is “what defines the human being” as “the human being is a storytelling animal by nature” as he claims in the critical analysis of his masterpiece The name of the rose.

I tend to agree with him, and even more in a culture that has communication, and hence storytelling, at its core, 24/7. In other words, to me, storytelling is what we do all day long, all the time, and I am dedicated to research and develop ways to combine form with content to make more than than sum of the two. To me, storytelling is making 1+1=3.