– Storytelling leads to success because communication is there to perform a function, it’s there to trigger action, it’s there to create a feeling, it’s there to change behaviour, and if it doesn’t do any of those things, it’s bad storytelling, or it’s not storytelling at all, it’s just noise. If you are then changing behaviour, triggering action and making people feel all positively and act in actions and behaviour that’s good, then you gonna have success. If your communication is negative, whether you mean it to be negative or not, it’s not a success, it’s not hard.
