Thursday, July 01, 2010

Corporate Storytelling for Manipulation

In an interesting blog post with a "digital storytelling" video from way across the pond, storytelling coach Raf Stevens asks the question:

Is storytelling in a business context today not mostly used as a manipulative corporate communication tool?

I answered:

I must have missed the storytelling in the video. I see electronics, I see pictures, I see a giant toy, I see distraction. No storytelling. Frankly, not even digital storytelling.

I am with you that storytelling needs to be reclaimed. And...I have been banging that drum for a long time. Storytelling requires me and you. Not "me away from you" via digital anything.

Face-to-face is an essential component of storytelling. If I can't see you, one-to-one or even one-to-an-audience, I am not storytelling. I may be acting. I may be selling. I may be performing. But I am not storytelling until I can hear my audience breathe and take in their energy and contributions. That is storytelling.

When we forget that the audience breathes with us and co-creates the story, then our branding is sales or at worst, manipulation.

The official blog for K. Sean Buvala, storyteller and storytelling coach.

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