What would a bunch of corporate executives be doing at a happy gathering of writers, novelists, and readers? Brushing up their story-telling skills. According to a recent Economic Times report, Wipro sent some its executives to learn the art of story telling at the Jaipur Lit Fest. The company even plans to use the story format for its client pitches instead of PPTs.
Wipro has perhaps recognised the power a story holds over most people. Young or old, at work or at home, with friends or with strangers, we all like listening to stories. It breaks the ice, makes interaction easier, and lets us visualise what is being described – a great way to stay involved in the communication.
Using a story as part of corporate communication or marketing communication is not entirely new. Think case studies. Without the impressive statistics and quantified results, they are essentially stories.
Think ads. They are short narratives about a product solving a problem, of a person finding what he was looking for, of how lives changed after using a product or service. They have colour, action, emotion, and even elements of mystery, fantasy, and glamour. Compare them with corporate PPTs, filled with dry, verbose vision and mission statements!
Posters, ads, brochures, have all been used as story-tellers. It’s now the corporate presentation’s turn to share a story and engage viewers, making business meetings more lively. On a hot afternoon, in the middle of a hectic day, it’s easier to warm up to stories than to seven-digit numbers and corporate data. (Also read our earlier post – What’s in a story)
From slide decks to story boards – should be a welcome transition.
