What is story?
Story is a branch of creativity. It is the connection formed between two or more disparate things. It contains the “so what?” and binds it with a promise. Stories must relate to the reader and contain proof, often involving research and peeling back old content to find gold.
Once you have assembled the components, crafting a story is an art. Far too many business writers will use flowery language to obfuscate the message and disguise their lack of understanding – as they say in French, bullshitting. – Instead, we should know our material, length, and audience and focus on what we want to say.
The market is increasingly aware that clear, compelling storytelling is at the forefront of the bid process. It requires creatives who question the status quo, experiment, and rearrange existing frameworks. It is the only way to improve and refine. It is best you choose a storyteller when you wish to optimise your approach.
