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A professor, journalist, and tech startup founder explains why writing is more important than ever, even in our STEM-obsessed times.
We live in an era of business that's increasingly becoming cold, calculated and logical. Big data, virtual teams, digitized information, .... these are business trends that move us away from personal, human connections. However, humans are still very much at the core of all business transactions and we respond best to things that appeal to our emotions.
In this article, Michael S. Malone, an instructor of professional writing at Santa Clara University, tells the story of his experience with his students and how he teaches them the practical side of storytelling in preparation for the jobs that they'll ultimately end up in. He also shares the story of how he used storytelling to help launch and advance his startup venture.
What I found compelling about this article is the bold assertion that Malone makes about storytellers. He says, "Indeed, I’m increasingly convinced that a great storyteller is even more important to an institution than a great code-writer, an accomplished research scientist, and maybe even a talented CEO. That's true in the early days of a modern enterprise, when a company is trying to convince employees, investors, and partners to believe in a product or service that doesn’t yet exist. It's also true in later years, when a mature company needs a compelling story to maintain the loyalty of customers and employees, and to differentiate itself from competitors."