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I was reminded forcibly this month of why storytelling is such a powerful medium for business as I began editing an online happiness programme. It talked about our desire to “be approved of”.
Being part of a tribe was vital for our ancestors’ very survival. Our innate desire to fit in and be approved of harks back to our very earliest times when exclusion from the tribe might make us more vulnerable to attack or injury or illness. One of the ways earliest man communicated and formed bonds with others in the tribe was by storytelling. The very earliest evidence of human existence is in the form of cave paintings, depicting stories of everyday life.
These days, of course, our survival is rarely threatened but our instinct to tell stories persists. As businesses, if we fail to tell stories… relating to our work, our passion, what we do… we are missing a trick.
I recently wrote a piece in Business Matters about the importance of organisational storytelling, and how to do it. In case you missed it, click here to read it again.