Why storytelling is essential for business leaders

November 16, 2010: 11:29 AM ET

Great storytellers can cut through the noise and can produce tremendous value for organizations at a very low cost. Telling a solid story is just as essential as developing a great product.

By Chris Grams, contributor

One of the most important roles to fill when trying to build a passionate community is the storyteller.

Edelman SVP Steve Rubel hit the nail on the head in a recent blog post entitled The Rise of the Corporate Transmedia Storyteller. From his post:

Organizations need to do more than just unleash their subject matter experts en masse. They need to activate them in multiple channels at once and equip them in how to create a compelling narrative -- an emerging set of skills called Transmedia Storytelling.

Transmedia Storytelling doesn't need to be fancy. It can be executed with low budget tools. However, it does need to be thought through. It requires that a business' subject matter experts know how to simultaneously tell good stories and to do so using text, video, audio and images depending on the venue.

Now the term "transmedia storytelling" sounds a little too grandiose for my liking, but the thought behind it, that organizations need people who can tell interesting stories in any medium at very low cost, is one I agree with wholeheartedly.

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