In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival.
HOLD ON! I'm amending my review!! I just read my colleague Shawn Callahan's review of this article and I COMPLETELY MISSED a critical issue: the author Gottshall is focused on tales -- not personal experience stories. Ooops! Big mistake. To view Shawn's fabulous critique, here's the link: http://www.anecdote.com.au/archives/2012/05/jonathan_gottsc.html
Then go read my other colleague's comments, here on Facebook. Sean Buvala makes excellent points! https://www.facebook.com/dietz.karen/posts/302818036462378
Here's my original review -- I must have been asleep at the wheel: :)
I usually don't curate articles whose main message is that business storytelling is important because it's old news.
But I really like this article because the author, Johnathan Gottshall, wonders if storytelling is just another biz fad, or if it is a key insight into communications strategy.
How he answers his own question is great! Plus he gives us more good information on the why's and wherefore's of stories being so powerful as a business strategy.
So go grab those insights so you can incorporate them into your work. And enjoy this well-written piece.