“Today I want to tell you three stories that belong to me. That's all. Nothing special. Only three stories. The first story is about connecting the dots. The second story is about love and loss. The third story is about death. (…)” The one given by Steve Jobs on 12 June 2005 in front of the recent graduates of Stanford University is certainly one of the most famous and interesting speeches of recent years (and if you haven't seen it, you can do so immediately by clicking here !) With his words , Steve Jobs retraces his life , from the most difficult moments to the most beautiful ones, through dreams, successes, love and hard work. art of storytelling - steve jobs speech The effectiveness of this speech can be deduced from the applause it raises from the audience. But that same speech from 15 years ago has a certain universality , it touches keys and sets in motion the orator's skills such that he can truly present a model of communication that is not affected by the passage of time.
It can in fact be applied in different situations successfully. It's a typical example of a “ founder story ” converging towards a “ purpose story ,” but we'll understand what that means later. This very speech came to mind as soon as we started reading the book " The art of storytelling " by Croatia WhatsApp Number Kindra Hall , translated and published in stores by Alise Editore on 20 February 2022. This is not the classic storytelling manual, but a compelling story about the power of stories and the fact that, if well structured and used, they can do anything. But what, specifically, is storytelling? Storytelling is a form of communication with ancient origins . In fact, it arises from the art of storytelling .
Man has been using stories for millennia, first in oral and then written form, to pass on stories, memories, knowledge and traditions. In the field of corporate and business communication it is translated as storytelling marketing . Today it is used above all in the digital sector to communicate your products, a brand or a service in an effective and engaging way in order to broaden the audience of potential customers . In fact, knowing how to convey emotions through content generates strong empathy on the part of users. This mechanism of emotional closeness ensures that the brand is seen as safe, reliable and recognizable over time. A close audience that shares the values and emotions of the brand will be an audience likely to transform into customers .