Storytelling is an ancient art form very common across the countries and cultures. However, as a stand-alone art form, it is yet to be recognised. It is put under theatre. These days participants organise story festivals to share stories, tales or legends from the past, present and or the future. These encourage the oral tradition of storytelling. The oral tradition has diversified into forms such as film, theatre, web series, photo stories etc. Technology has enabled people to narrate stories in different ways and forms. However, the key components remain constant — the storyteller and the audience. The oral tradition is effective because of the direct connect between the teller and the listener. People are being trained in storytelling.

Stories are being used as learning tool in schools and corporate organisations. These stories make concepts and subjects interesting. A storyteller has the unique ability and power to shape the mind of the listener.

In corporate organisations, these days they appoint ‘chief storyteller’. The job holder tries to unearth unexpected connections and bring together internal and external voices to communicate company’s vision, values, purpose, strengths and capabilities. A storyteller has to be a good listener too to unearth unexpected connections.

There are corporate strategies for which stories should be told. It is more than marketing communications. It is a leadership skill. The job holder uses stroytelling as a strategic tool to influence the customers, employees and teams. The job holder simplifies complex subjects and makes them shareable. The job involves improving market perceptions.

There are brand stories. It is a combination of the story the organisation puts forward and story as the audiences perceive. Here comes the role of strategic story telling. It should have a continuity, and yet there should be freshness.

Employees are told stories to persuade them and to change their attitudes. The stories connect employees to the brand. They can become brand advocates.