The soul of a business is its contribution to society, of culture its contribution to purpose, of brand its contribution to meaning. Why fake, script, sloganize, message, or market any of it when you can capture the narrative as it unfolds - real stories, real people, real outcomes. Storytelling can change the world, enable communities of action, movements where organizations and stakeholders mobilize to make the world a better place. This is the future not just of business, culture, and brand - but of our human race. Movementing, not marketing.
Ripple100 Storytelling Lab, Manila Feb 2011
