Marc Andreessen, the inventor of Netscape and famed Venture Capitalist, once said that, in the future, there will be just two categories of jobs:
1. People who tell computers to do things.
2. People who do what computers tell them to do.
I think there will be a third category:
3. STORYTELLERS who help people cope.
Storytelling evolved to help human beings make meaning out of life. Faced with the challenges of a confusing, uncertain and fast-changing world, our ancestors used the connective power of storytelling to construct sophisticated societies, enlightened values and purposeful cultures.
Today, as we all navigate profound change, modern organizations are being called to address similar challenges. Though the problems may be different, the solutions is the same: every organization needs a Chief Storyteller.
Strong companies and teams have strong cultures. Storytelling is the cornerstone of culture. A Chief Storyteller is responsible for creating harmony between internal messaging, external sales & marketing and the work that teams actually create.
In practice, a Chief Storyteller is responsible for managing the ever-changing story of the business. They uncover real customer and employee stories and retell them in a way that adds value to the corporate brand, as well as contributes to a strong culture.
Storytelling deliverables empower the heart and soul of the company’s vision and values, in a way that resonates emotionally with customers and employees.
A Chief Storyteller has the following key responsibilities:
To figure out the ROI of storytelling in your business, consider: How much is your current story costing you?
How many potential customers can’t understand why what you sell is important? How much marketing spend is going to waste because your story doesn’t stand out among the noise? How much time are your employees spending feeling disengaged and unproductive? How much money are you spending trying to find and hire great talent? How many hours are you spending in meetings struggling to create alignment and debating what to do next? How much sleep are you losing trying to figure out how to hone your personal leadership voice?
You might already be spending much more time and money trying to clarify your strategic story than you had thought.