Storytelling, the how of a story

What is Storytelling?

Initially developped in the US during the 70s, storytelling is by now recognized as one of the most effective technique for content elaboration and communication.

Storytelling goes beyong text to work with real and mental images. Storytelling results particularly effective because it targets the emotional side of the listener. Neuroscience, by now, confirmed this efficacy of storytelling. Professor Paul Zak at Clarmont University in California has conducted the most relevant research on the inspiring power of stories (Paul Zak Research on storytelling).

While the relevance of storytelling emerges, businesses increasingly invest on storytelling. Microsoft, for example, is among the leading innovator in the field. Here, the The interview to Steve Clayton, head of storytelling at Microsoft.

What Storytellers Do?

Storytellers create narrative content. Sometime, they do present this content themselves; sometime, they help other people to present it.

Storytellers work wherever an efficient story is required. Storytellers are frequently employed in advertising, politics, tourism and crowdfunding, as well as in museums, schools, hospitals, corporate, intercultural centers.

Professional storytellers are still liminal in Italy, but they are recognized already in Europe and world wide. The world “storytelling” is very popular and storytelling could be one emerging profession.

What are the 3 Main Application of Storytelling?

  • Content Transfer – Storytellers help experts to share a given content with an audience that is unfamiliar to it. In this case, storytellers work to create a story that can be understood with a given public. Clients that look to storytelling as a content transfer are politicians, scientists, managers, tour leaders and advertisers.
  • Education – Storytelling is an education tool as well. Thanks to storytelling, people can learn through narrative and elaborate enlightening metaphors to explore concepts. This method is particularly effective to teach complex content such as hard science and to engage young students with playful activities. In this case, storytelling is more a tool than an end. This form of educational storytelling is required by educators, trainers and teachers.
  • Team building – Storytellers create a brand new story to present “brand” someone or something, highlighting its identity and symbolic meaning. This creation can result out of an individual or group process. This approach empowers people and improve wellbeing on single person and groups. Teambuilding through storytelling is popular among companies, doctors, nurses, health care operators, as well as among administrators, politicians and cultural managers that intend to stimulate community building or open decision processes.

Our Services

Find out more about the services of the Italian Storytelling Center