In the classic storytelling of novels and movies, the story is created by the writer or the director. Once produced, it’s out in the world, unchanging. It gets consumed by its audience, who may or may not enjoy it. Sometimes they may read or watch it again.

In the new age of stories, as this clipping suggests, we want stories we can influence, stories where the ending is still up for grabs. If we enjoy immersing ourselves in a world, we want to do so more than once, with different outcomes each time.

“Value in this strange new entertainment economy is found in the unexpected. Routine is anathema. This is, in part, why Minecraft has been such a seismic success. It offers a blank landscape on to which players can express their personalities and imagination,…”

And it’s not only video games that give us that opportunity. In our organisations we are creating stories all time, and how they turn out depends on our audience and their contribution. They can get involved in the design of products and services, choosing the elements that matter, the order in which they are experienced. The organisation does less imposing and more co-creating.

The skilled story-teller in these circumstances has the advantage of testing different characters, different environments and different plot-lines. Those that work well stay in as the service is developed. The rest are quickly dropped and forgotten.

Do you know what your stories are saying about you and your organisation? Would you like to craft stories that allow you to make more of the impact you want in the world? Our two-day Storytelling Workshop takes you step by step through activities that will have you telling stories as never before.