Storytelling: The New Strategic Imperative Of Business
Storytelling has become a top-of-mind issue in recent times, as technology has democratized the power to share our stories with the world. The fact that it continues to be a pressing issue in today’s age of collaborative commerce is no surprise. What is however is the attention it is finally getting attention as a business competency that drives emotional engagement and resulting enhanced business performance.
Emotional engagement is the sister to rational engagement. Rational engagement is based on the stimulation of the mind, whereas emotional engagement is based upon the stimulation of the heart. In today’s age of brand experience, it seems that emotional engagement is proving to be more and more critical to achieving winning results and effective storytelling is at the heart of this movement.
A great example of this new paradigm is exemplified by collaborative economy powerhouse Yerdle. Yerdle is an app based service for exchanging used goods. Instead of direct trading, Yerdle is based on the pay it forward principle; User A uploads information on an object they possess and wish to give to someone else. User B can then get the object in exchange for credits which are paid to User A, who can then use these credits to get something else from User C. The company is a pioneer of the circular economy, which is driven on the principle of finding value in recycled goods, and has used its disruptive model to build its brand through unique partnerships based off of these principles with companies like Patagonia.
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