Most storytelling is selfish - The Art of Communicating

What’s wrong with storytelling as it’s being used in business?

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storytelling in business is mostly selfish.

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It's about getting attention engagement and ultimately the deal.

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The childhood stories people tell, the holiday stories, they share,

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the family stories they post, these are often just an attention grabbing

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packaging to trigger emotions so the marketer can sneak in a call to action.

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I mean, how often have you found yourself disappointed after clicking on read

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more when that cute little story was just one more way to grab your attention

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and get you to click on something?

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Don't get me wrong.

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I'm not arguing that emotions wouldn't have a place in business or that you

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should stop sharing your personal side.

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Actually, quite the contrary.

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Do more of that.

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Trigger more emotions, deeper emotions.

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But do it respectfully.

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Tell stories on behalf of your audience, not to exploit them.

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Great stories are a canvas on which we can project ourselves upon.

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It feels as if the story was about us.

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Therefore, great stories don't trick us into an action that's

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in the market is best interest.

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Great stories move us to take action that's in our own best interest.

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