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Only Connect by Robert Mighall

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chapter five

Where Story is going

The empowerment of individuals, pre-eminently through social media and networking, is potentially eroding distinctions – between internal and external, audience and author, brand owner and brand consumer – that have traditionally defined communications practice. How these developments affect storytelling and the principles I’ve so earnestly elaborated, I will now consider in this, the denouement of my story. This involves revisiting my model for the storytelling landscape I introduced in the first section, to consider what impact emergent trends might have on the future of corporate storytelling.

The landscape of storytelling revisited

I envisaged the landscape of storytelling involving three interlocking spheres ...

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