Humans are natural born storytellers. Stories connect people to the world around them – and they leave their mark. A story is one of the most powerful means that we have to influence, teach, and inspire, and every change starts with a story. Everyday experiences have the power to convey culture, history, values and perspectives.

According to National Geographic, ’Storytelling is universal to the human experience, and truly great stories succeed in extracting meaning from the everyday.’ These can be written, visual, beliefs or personal experiences, providing audiences with a window to a new world, or a new way of thinking.

A good story is a vessel for information, it has the power to communicate ideas, enable us to feel, connect, convene and compel. Culture can be defined by the stories we tell about ourselves.

By embracing storytelling, brands can communicate beyond a service or a product. They can provide insight, emotion, hope.