An excerpt from the Bright Lights, Big Ideas book produced for CES2013 by Publicis Groupe. MSLGROUP’s Chief Development Officer Bob Bejan contributed to one of the big ideas the book explored -storytelling.
It has been said that stories, like jokes, are only great when delivered well. As storytellers reach new levels of mastery for a new method of storytelling (theatrical, filmed, spoken word), the audience expects more from the telling than mere adequate delivery. They demand new ways to be immersed. Though Hollywood (and advertising and marketing to a lesser extent) has created some of the greatest stories of all time, the telling is still largely linear, with one group controlling the story line and creating structured narratives that have a strict beginning, middle and end to produce an agreed upon theme.