Storytelling for Business and Society
Description
Storytelling for Business and Society explores storytelling as both art and science, revealing its power to shape behaviors, cultures, and communities. The book demystifies myths, explores Eastern and Western narratives, and introduces techniques, frameworks, and diversified mediums—from photography to voice—while envisioning the future of storytelling. It examines storytelling's dual role as protagonist and antagonist and offers pragmatic preventive measures.
Practical application of concepts such as narrative economics, placemaking, and folklore is explored through fairytale and literary references, research evidence, archetypes, anecdotes, exercises and reflections. Blending timeless narratives with modern insights, it equips students, professionals, and entrepreneurs to craft impactful stories, embrace diversity, navigate cross-cultural challenges, influence stakeholders, and drive transformation. A companion and critique for personal and professional growth.
Table of Contents
1 Introduction to AI in Marketing
PART 1 THE FOUNDATION
1 Story (Re)Defined: Introduction to the Storied World!
Why Do Leaders Always Share Their Personal Stories?
Narrative Transportation
Story-er and Storying
Story and Narrative
Components of a Story
Leadership Storytelling Approaches
2 Myths and Misconceptions
Myths and Misconceptions About Storytelling
Myth or Fact #1: Should a Story Be Conclusive?
Myth or Fact #2: Are Stories Always Character-Driven?
Myth or Fact #3: Binary Oppositions—Is Story Different from Reality?
Myth or Fact #4: Is Everything a Story?
Myth or Fact #5: Are Stories and Myths Only for Children?
Myth or Fact #6: Emotion vs. Rational Narratives—Are Stories All About Emotions and Drama?
Debunking Storytelling Myths: A Practical Guide for Business and Society
Business’s Point of View
Researchers’ Point of View
Romanticization: A Misunderstood Tool
3 Eastern and Western Storied World: An Introduction
Comparing Eastern and Western Storytelling Traditions
Poetry and Management
East vs. Western Narratives: Hints from Myth, Religion, and Literature
East vs. Western Narratives: Contrast Framework
4 (De)Crystallizing Western and Eastern Story Structures
The Western Narrative
Aristotle’s Story Structure (1947)
Campbell’s Hero’s Journey
The Eastern Narrative
Kishotenketsu—An Eastern Story Structure
The Paradox of Storytelling Traditions Across Cultures
Storytelling as a Cultural Lens
Stories as Cultural Vehicles
Blurring the Boundaries Between Two Narratives
Case: A Tale of Hokkaido
Miyazaki’s Hybrid Approach
PART 2 ART AND SCIENCE OF STORYTELLING
5 Stock Stories vs. Concealed Stories
Introduction to Stock Stories and Concealed Contexts
Stock Stories vs. Concealed Stories: Understanding the Difference
How Are Stock Stories Formed and Sustained in our Memory Maps?
Allegories and Concealed Context with Superhero Material
Kitsch Narratives
6 Science Behind Storytelling: Part I
Neuroplasticity and Storytelling
How Stories Shape Imagination and Thought
Technical Elements of Storytelling
Story Banks and Narrative Patterns
The Sequence
Context
Desires, Intentions, and Goals
Plurivocal Approach
Experiential Components Based on Audience Expectations and Storytellers’ Deviations
Prior Knowledge
Binary Opposition
Conflict
Partial Information
Persona of the Story
Juxtapositioned Emotions
Details
7 Science Behind Storytelling: Part II
Storytelling Elements of Concealed Stories
Parable
Metaphor
Personification
Anthropomorphism: Business Point of View
Allegories
8 It’s Not Just the Voice! Impactful Storytelling Mediums
The Voice: Oral Medium
Key Tips for Telling a Story Using the Oral Medium
Fictional Elements in Literature
Photography
Participatory Photography
Sensory Anthropology
Portable and Tangible Story Boxes
Traditional Infographic Storytelling
Diary Writing
9 Counter and Alternate Narratives
Building the Context
The Conundrums of “Which Is Which”?
Researchers’ Point of View (POV)
Leaders’ POV
Story’s POV
The Significance of Exclusive Alternate Narratives
The Plot
Combining Alternate and Counter Narratives
Where Can You Use Alternate Narratives as a Storyteller and a Listener?
Where Can You Use Counter Narratives as a Storyteller and a Listener?
PART 3 INTENT AND BUSINESS APPLICATIONS
10 Organizational Folklore
Folklore: The Foundation
Why Are Oral Traditions Equally Important to Practice and Preserve?
Great Tradition vs. Little Tradition: An Overview
Learnings from Little Tradition Goddesses and Great Tradition Goddesses
Folklore: Definition
Organizational Folklore vs. Culture
The Legendary Tale of Nangeli
Key Insights for Organizational Folklore
Manipulation of Work and Work Environments
How Can You Induce Creative Folklore with Caution?
How Can You Inculcate Diversity and Inclusion at the Workplace Through Folklore?
Folklore and Grapevine
Key Points to Consider When You Are a Leader and Want to Be in the Gossiping Circle
Musical Folklore
11 The Power of Stories in Organizational Place-Making
What Is Place-Making?
Significance of Place-Making in Organizations
Types of Place-Making
Standard Place-Making
Strategic Place-Making
Creative Place-Making
Tactical Place-Making
Place-Making: Historic and Tourism Narratives
Historical Narratives and Place-Making
Storytelling and Destination Marketing
Global Inequalities in Tourism Narratives
Place-Making and Gentrification
Sustainability Narratives and Gentrification
Nostalgic Storytelling: A Destructive Pattern for Gentrification
Simile and Interpretations in Place-Making
12 Narrative Economics: Impact on Business and Work
What Is Narrative Economics?
Epidemic Narrative
Are Important Economic Narratives Part of Large Popular Talk?
Narrative Constellation
Narratives and Their Impact Over a Period
Truth vs. False Narratives
Economic Narratives Strengthen with Repetition
Narratives and Emotional Attachment
13 Storytelling for Successful Transformations
Gergen and Gergen’s (1997) Transformation Narratives
Simple Techniques for Delivering Successful Transformational Stories
Story on a Toilet Paper
Usage of Relational and Personal Anecdotes
Specific Action Points at the End of the Day
Superlative Purpose
Don’t Forget to Tell Some Failure Stories
Change Yourself First
Let Go of Mickey Mouse Rules
Expect Chaos and Skepticism
PART 4 THE ANTAGONIST AND GOING FORWARD
14 Destructive Storytelling
Fairy Tales and Destructive Storytelling
Boje’s Critique of Disney
Indian Fables and Destructive Narratives
Childhood Narratives and Confusion
Real-Life Narratives and Destructive Storylines
The Hand of God
The Butterfly Dream and Chuang Tzu
Ethics Replaced by Strategic Terms in Business
Consumption of Dark Narratives in Society
Worrisome Metaphors
Potential Failures of Storytelling at the Workplace
Destructive Storylines
How to Prevent Designing Destructive Storylines and Falling Prey to Someone’s Destructive Storylines
15 Problem-Solving and Storytelling: A Cautionary Tale!
Problem Framing and Quest Storytelling
Quest Storytelling Techniques for Sharpening Problem Understanding
Wicked Situations
What Exactly Are Wicked Problems?
Wicked Problems and David Foster Wallace’s “This Is Water”
Benefits of Using the Storytelling Technique to Frame Problems Before Resolving Wicked Problems
How Can Problem Solvers Build Pragmatic Narrative Frames?
Diverging Narratives and Related Challenges
Poke-and-Prod Storytelling Technique
16 The Stories of Tomorrow: Conundrums and Future Directions
Understanding the Future with Storytelling Techniques
Physical Narratives
Multisensory Storytelling
Community Storytelling for Treating Macro Problems and Envisioning the Future
Immersive Storytelling
Transmedia Storytelling
Generative AI and Stories
Humor, Impromptu, and Future Assessments
Cyberpunk Literature
Evolution of Characters and Its Perils