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Jonathan Gottschal puts it well in the “Storytelling Animal” that history is a story we tell ourselves but its only from one viewpoint and the future is a story we tell ourselves that we want to come true. Phillip K Dick , the master of Sci Fi storytelling, said that reality is what you have left when stop believing in everything. Daniel Kahneman in his best seller “Thinking Fast and Slow” writes it best for me. He says that our brains have evolved to seek out stories to make what we see and experience understood. Story then is our central learning and reference system....
Here's a good look at how corporate storytelling can be a powerful tool for brands.