In 2014, my book about Storification was published by Talentum in Finnish. Book received the Silver Award from the Finnish Association of Marketing, Technology and Creativity (MTL) in the Best Book on Communication and Marketing category in 2015.

In the business world, the word ‘story’ has already been so overused that its meaning has become blurred. It seems that almost any content is called a story. When this happens, we forget what the storytelling fuss is all about in the first place.

We are losing our way. Big time. We are losing the real art of storytelling and the different ways we can use it to build business.

As a story designer, I believe I’d like to be the one to give the ‘emperor back his clothes’.

What the hell is this thing called a story anyway?


Over a decade ago, in 2005, B. Joseph Pine II and James H. Gilmore published an article, urging us to think in terms of experiences. [EVENT ROI FALL 2005. Achieving Infinite ROI. B. Joseph Pine II and James H. Gilmore)

”It’s not fantasy; it´s reality. Companies are doing just this today by thinking imaginatively about ways of engaging their current and potential customers and designing creatively around admission-fee experiences in ways that no advertisement can do. They´ve stopped fretting about the declining efficacy of ads and pursued whole new medium: the marketing experience. So what are you waiting for?”


My name is Anne Kalliomäki, I am entrepreneur and award-winning author with a mission to help companies shape their business through story-based design. In storification, a story is seen as a strategic business narrative conveying the purpose and values of the company, and the ultimate goal is to help people get to know the brand and make them fall in love with it. Entertainment value is a natural part of storification, but it’s not all there is to it.

Once upon a time, a thin red thread was woven into ropes used in the British navy. The thread made it easier to braid and repair the ropes. If the rope unravelled, it could easily be mended by following the red thread inside because it was strikingly visible. Everyone could also easily identify the rope as property of the Crown, since it was impossible to remove the red thread without taking the rope apart. That made stealing the ropes pointless, as no one would buy them.

A red thread is also essential in storification: it produces a compelling narrative —…

Anne Kalliomäki

I am helping business owners turn their customer experience into a story experience. @akalliom @tarinakone #storification #storyexperience #experiencedesign

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