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Storytelling as strategy

It’s easy to get caught up in all the business language involved in understanding and discussing the communications process. Don't get me wrong, new tools and a better understanding of markets has meant that things certainly have evolved in how we think and work in the communications industry.

But at the core or every great communications program there is a simple, and hopefully life changing, story.

That’s the piece that sometimes can get lost. Ken Burns, the famous documentarian, (who even has a special effect named after him – the Ken Burns Effect), certainly knows something about telling viscerally compelling stories. In a recent interview, he said, “we coalesce around stories that seem transcendant.” Transcendant - what a powerful word and one that probably doesn’t get used enough.

It’s those stories that transcend the now and inspire us to think of the bigger things that people connect with.

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