Once upon a time there was business trend called "storytelling".
Corporate web managers quickly made friends with it, using journalistic and film-making techniques to try to make their case studies and other online material more engaging.
Some were successful. Look at SABMiller’s punchily written and elegantly illustrated beer “stories” for one example. Or visit the new Shell global site’s absorbing Our Major Projects section for another.
But soon too many people jumped on the "storytelling" bandwagon, and it began to creak.
Some corporate web editors labelled things "stories" when they were in fact merely press releases.
And corporate "storytelling" became a not altogether wholesome industry in its own right, with "experts" of various kinds trying to crowbar the concept into areas where it does not really fit. This recent article, for instance, rejoices in the headline "Stop Conflict At Work Now With The Power of Story".
Not everyone will live happily ever after.
- Scott Payton