In storytelling, there are two inalienable parts: the content and the context (the form). As much as certain sophisticated brands — often touted as “schools of marketing” — look to draw the top students from school, it is possible that the best talent, in the area of storytelling, is going to be found elsewhere. Creativity, imagination, and even curiosity, are not necessarily the top qualities of the honor roll students. Human Resource teams and senior executives need to allow the scope to widen, to encourage the truly liberal arts background to flourish. People who enjoy writing, are passionate about photography, painting and/or have studied film are more likely to create the strong narrative for your brand.