3 reasons why storytelling is the world’s most powerful force
Surely you’ve noticed that storytelling has become a business sensation.
You can barely watch advertising campaigns these days without being
continuously introduced to new characters, company mascots, narratives
and other building blocks of story. That’s to say nothing of the
storytelling that takes place at sales pitches, shareholder meetings,
product launches, IPO road shows, management retreats, company rallies
and other gatherings where attempts are made to positively influence
internal and external constituencies.The biggest, richest, smartest companies get it. They’ve figured out
that there is no bigger force in this world than storytelling.That’s a big claim, but I can back it up with just a few examples of how thoroughly storytelling deploys itself in our lives.
- What is the most abiding and influential presence in most people’s lives? It’s called religion. Billions of people the world over have dedicated themselves (to varying degrees) to a religious faith or spiritual doctrine. And what is sitting at the center of the world’s major and minor religions? A book. It might be The Bible, Bhagavad Gita, the Upanishads, Bodhisattva, I Ching, the Book of Mormon. The list goes on. It’s not a stretch to say these scriptures upon which the religions are based are, at their core, giant compilations of allegories, parables, metaphors, vignettes and all manner of stories about mankind’s relationship to a higher power. What would religion be without story? Does a god exist without a creation story or some other relevant tale?
- Entire cultures and societies are built upon and undergirded by stories. What does it mean to the Jews to be the Chosen People? What does it mean to Persians to be associated with Mesopotamia and the Cradle of Civilization? How could the French psyche survive if its perception as the planet’s most epicurean people were to somehow be banished? One of the principal forces within any culture or society is government. Think about the narratives governments continually feed their people to sustain their own interests and keep their power structure entrenched. What narratives do you think are currently at play in China with its expectations to reclaim the mantle as the world’s dominant people? What narratives keep the people of India and Pakistan poised on the brink of nuclear exchange, or the Palestinians and Jews locked in eternal warfare? Just try arguing in a crowd of Americans that the United States is not the world’s greatest country. This is such a fixed mental edifice supported by so many stories of national piety, achievement and heroism that one can barely fathom its deconstruction.
- Then there’s our personal narratives – the stories we tell ourselves about who we are and what our relationship is to those around us. To say anything less than we create our own reality is sheer folly. Our heads teem with stories that drive our behavior in ways we rarely take time to notice. Whether overtly or subliminally we are constantly writing our personal narratives. These narratives shape our self-image. Positive narratives can drive us to astounding successes. Negative narratives can destroy by driving us to the depths of depression and self-loathing.
Be careful what you think. Be careful what you say. It is all part of
a universal storytelling mosaic upon which the very nature of reality
depends.






