Narrative Design: The Power of Storytelling

Narrative Design is Jonathan Littman's Manifesto on how storytelling is becoming a new force in business: "If the last decade proved the importance of innovation, the current decade may be about the primacy of story. There’s a heightened sense that storytelling is intrinsic to a compelling, innovative business model and a vital, self-propelling company culture. Companies that have a story know it. It’s who they are, or who they want to be. Leading companies are weaving narratives within the creation and branding of their products and services, evoking the same emotional tug as a great film or novel. There’s a deep intertwining of themes, people and innovation. Great narrative design is a lot like matching a master gardener with the perfect seeds and fertile soil. These companies seem to naturally generate a self-perpetuating series of positive stories. Beyond the practical example of these model firms there’s an emerging body of expert knowledge about how stories succeed in the corporate sphere."