Reflection on Storyteller

I have always thought of storytelling as a form of brand marketing, and it is my stereotype that luxury companies will use their brand’s historical stories to enhance their brand image. Some fledgling companies would boast about their unformed but great brand stories. However, after listening to this interview, my opinion has changed.

Storytelling is undoubtedly a way to promote a product or brand, but there is still a more complex and logical role behind it. Whether it’s the brand that tells the story or the consumer who listens to it, this messaging is a way to deepen our understanding of a social relationship. By analyzing the psychology of the recipient, the storyteller shapes a story to meet the recipient’s needs in specific contexts and to resonate with the receiver of the message, which is the storyteller’s process of understanding the recipient. Sometimes storytelling also indicates the communicator’s future vision and the path forward, which gives the receiver enough opportunity to understand the system. In short, storytelling is a process of mutual understanding, not a one-way transmission of propaganda. One of the most memorable quotes from this interview is: “All of these are stories that we’re collecting rent and then synthesizing that into insights that allow us to design more effectively”. This reveals the true meaning of storytelling, where everything serves the design itself, allowing us to create designs that are more relevant to the receiver of the message.