simonyoungwriters.com

Because I’m a shameless follower of fashion – and I believe that storytelling is a powerful element of business communication. Why? Because we’re all human.

Business 2.0 agrees with me:

The strategic marketing effect of IBM’s narrative-cum-humanistic techniques, Berndt says, is to show consumers that Big Blue — on some basic human level — understands their problems. “I don’t think CEOs or the guys leading the IT departments want to see an ad specifically about supply chain management,” he says. “They want something they can identify with that’s humanistic, funny, and witty. They want to see that IBM gets it.”

There’s a lot more in the full article. Thanks to Stuart for passing this info to me.