What is Storytelling?

Universal to the human experience, storytelling is how we make sense of the world around us. Since prehistoric times, we have woven narratives for entertainment, to convey information, or for educational purposes. From visuals to oral narratives, or the written word, storytelling dates back to the origins of language itself. Recently, it has become a powerful business tool to persuade and operate.

Storytelling in business is a potent communication tool that allows companies to connect with their customers meaningfully. It is how a brand may convey its identity, values, and vision and cut through the noise to stand out in a highly competitive world. Organizations also use storytelling to highlight the motivations of the brand, their understanding of consumer needs, or convey certain information that takes the customer on a journey instead of merely relaying facts. In short, narratives transform companies from simply being a brand name to one with a story to tell.

Why is Storytelling Important?

Everybody loves a good story; it engages people more deeply than statistics and facts. Moreover, stories allow consumers to connect better with the brand and understand the bigger picture beyond transactional interactions. Therefore, storytelling is a powerful and multifaceted marketing tool that one must leverage to attract and retain a loyal consumer base.

Stories trigger emotional responses in people and move them to action. Ultimately, businesses set out with the objective of making profits. Compelling stories can push people to purchase while simultaneously developing loyalty to a brand.

Most importantly, employing storytelling as a business tool can give organizations a competitive edge over the rest. Weaving a winning narrative that resonates with the masses has been the foundation of many companies' success, and it holds true even today.

Such benefits of storytelling are crucial to businesses. They set the excellent apart from the average, enhance brand value, and ultimately lead to higher revenues in the long term.

Can I learn about storytelling online?

As businesses realize the growing need for storytelling in their marketing campaigns and business strategy, they prefer hiring individuals with a penchant for the same. This has, in turn, spurred job-seekers to upskill, which has led several resources to emerge. Among these, online storytelling courses have garnered immense popularity as they are affordable, engaging, and offered by some of the most distinguished institutions in the world. In addition, these courses are a helpful way of mastering basic storytelling techniques and fine-tuning your skills.

How can developing storytelling skills improve my career?

Nothing improves your communication skills more than knowing how to tell a good story. Many experts opine that the key to good leadership is compelling storytelling or knowing how to get people to listen. Storytelling also makes us pay attention to minute details, which can often get lost when we are hyper-focused on the bigger picture. This is when we start to see the desired results.

Another critical area where storytelling significantly boosts employability is during the hiring process itself. At the application stage, it may be tempting to describe oneself in grand terms. They may not be inaccurate. However, it's crucial to show and not tell. Put simply, the chances of being hired are much higher when you craft a compelling story showcasing your real-time contributions to an organization instead of merely highlighting competencies. This is called the language of creation and invitation — where we show what we have built, can build, and invite others to build together.

Why take an online course at Emeritus?

Each Emeritus online course is designed keeping key learning outcomes in mind by a team of experts. We use the backward design methodology to develop instruction for learners of all ages. This enables us to craft unique, interactive, learning experiences that include a combination of assessments, hands-on activities, skill application, and more.

Emeritus also collaborates with the best universities and faculty around the world to curate the course curriculum that can effectively tackle present challenges in the industry, while preparing you for the trends and risks in the future. Our courses consist of assignments, exams, capstone projects, networking opportunities, a fine balance of practical and theoretical concepts, and the opportunity to learn from top minds in the industry. This adds to the holistic experience we try to provide for each learner.

We are also focused on providing courses that are standardized in quality. This is done by adhering to standards set by a global organization called Quality Matters which is focused on providing quality standards for online and innovative digital teaching and learning environments. The rigorous criteria ensure all our learners invest in quality education that is easily accessible and affordable.