Stories give it form.
Jean Luc Goddard
What are the benefits of storytelling in an organisational context?
When used effectively, storytelling offers numerous advantages over more traditional organisational communication techniques:
Stories communicate ideas holistically, conveying a rich yet clear message, and so they are an excellent way of communicating complicated ideas and concepts in an easy-to-understand form. Stories allow people to convey tacit knowledge that might otherwise be difficult to articulate; in addition, because stories are told with feeling, they can allow people to communicate more than they realise they know.
Storytelling provides the context in which knowledge arises as well as the knowledge itself, and hence they increase the likelihood of accurate and meaningful knowledge transfer.
What stories are people telling about you or your company?
"Back in the mists of time when only the monks and the monarchy could write, there were three ways in which we learnt: first by having a go at it. When that didn't work, or you wanted to improve: by watching someone who knew how to do it. Then at the end of the day, when the sun had set and it got too dark to see what anyone was doing: by listening to that 'someone' tell you about the time when they..." - Weaver, Grazing Animals Project, 2003
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