Posted by Howard Kang
The trend as of late touted by marketing experts everywhere is “storytelling is the future.” It’s supported by the thought that the need for authenticity has been elevated due to the accessibility of information and connectivity on the web and the audiences need to feel emotionally engaged. I’m sorry, but the storytelling trend isn’t anything new or innovative.
The Indigenous Australians, Native Americans, Incas, and Maasai also found storytelling extremely important. Actually, many historic cultures did. It’s called oral tradition; oral tradition has existed since the beginning of language. Songs, folk stories, chants, and cultural knowledge have crossed generations through oral tradition. People have always found stories important.
“Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.” – Claude Hopkins, Scientific Advertising
Since the time of the Maasai, Caesar, to modern times, humans have always loved to connect with other people and share stories. The web’s accessibility has made it easy for us as institutions to be human and tangible, have personalities and voices, tell stronger stories, and connect people to the greater community and culture of the institution. When we look at storytelling as less of a marketing tool and more as a reality of human nature, our stories become much more engaging and the process of finding great stories to share becomes less daunting.