Definition: Storytelling is the ancient art of portraying real or fictitious events in words, images, and sounds.
S is a very effective way to influence, engage, motivate and spark people into action. People have been telling stories in all times and places, and S is even considered to be a fundamental aspect of humanity.
But a conscious narrative approach with a business purpose, by telling stories for such things as strategy formulation, organizational culture change, knowledge management, corporate identity formulation, as a marketing mechanism and as a leadership style (see: charismatic leadership) is still relatively new.
Compare Scenario Planning, Appreciative Inquiry, Corporate Vision.


More on communication management: Corporate Communication, Corporate Reputation, Corporate Reputation Management, Crisis Management, Opinion Leader, more...


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