A month ago we kicked-off another long storytelling course. One of the participants introduced himself as, “I work in marketing and I came to learn how I can use storytelling in marketing”. I smiled.
Four lessons later I ask the guy, “so, can you see how you can use storytelling?” He replied, “I realize storytelling uses me. It doesn’t work the other way round.”
That’s marketing Eureka and a great lesson for marketers who listen.