Storytelling

Nowadays touted as a new star at the marketing-sky for entrepreneurs. Closely related to the narrative-term it has it's roots in literature and psychotherapy. Critics are argumenting that this method used for companies is higly manipulative and is playing with the consumers emotions.

Fact is that the goal of this technique should be used to show sense and create believe in building up a better world. The best example that Storytelling in its basics are not asking to manipulate, instead it will be utilized in education, knowledge-management and so on. Here the important aspect is to make expertizes as easy to understand as possible and create a more longlasting learning effect.


To be honest from my perspective storytelling is not a really tangible term, because to communicate emotions via language, text and content is definetly not easy, instead it is a very creative process and needs long trained practice to earn an unique style. Still there are seven storytypes which define the basic structure of a good tale.


Archetypes:

  • The Quest..........................the fulfillment of a mission

  • Voyage and Return..............change and reflection on the ego/new world

  • Overcoming the Monster......victory over the evil/inner monsters

  • Rags to Riches....................yearning, from beggar to king

  • Comedy............................cheerfull untangling with happy ending

  • Tragedy.............................do not go down in hard times

  • Rebirth..............................the new beginning/return


In my opinion instead, a good story just comes up from the honesty, emotions and belief of the writer himself. So it will not make any sense, when the storyteller is lying, while using the archetypes and other techniques, because the reader will immediatly notice to be fooled. This effect can be seen in almost every communication-discipline like as in visual, auditiv, rhetorical and others. There is just no intuition included.