'There Must Be Some Way Out of Here,' Said the Joker to the Thief: Unlock the Power of Storytelling

Storytelling in business is going through a renaissance. In the last few years there has been a surge in the demand for storytelling and storytellers.

'There Must Be Some Way Out of Here,' Said the Joker to the Thief: Unlock the Power of Storytelling

David Smith

Patrick Young

INTRODUCTION

Storytelling in business is firmly on the agenda. There has been a surge in the demand for storytelling and, importantly, storytellers. Stories help us to explain the big picture and leave a message that sticks. Yet telling a story remains one of the biggest challenges facing market research today. This paper unravels the secrets of the storyteller's craft: find a unifying theme; apply intelligent structures for conveying complexity; and engage your audience's emotion in unfolding your...

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