A penguin, a priest, and a newspaper reporter walk into a bar. The penguin orders a shot of Red Eye. The priest starts juggling three flaming chain saws. The newspaper reporter turns to the bartender and says: “There’s gotta be a story here somewhere.”
And yes, there is. There are stories everywhere. As the poet, Muriel Ruykeser once said, “The world is not made of atoms. The world is made of stories.”
Almost everyone in business these days — at least the people who are responsible for communicating the value big, hairy ideas — know that the difference between success and failure often depends on what kind of story is told — and how. Content may be King. But it is story that built the kingdom. Or as Steve Jobs once put it, “The most powerful person in the world is the storyteller.”
