Life Is An Open Book

STORYTELLING | by SHERRY STRIPLING and ROBIN AVNI

IF STORYTELLING HAS A BEGINNING, MIDDLE AND END, we are back at the beginning — threading narration through every aspect of our lives. From blogs to self-published books, we find ways that allow us to record our lives 24/7 and successfully put storytelling into the hands of millions.

Women are telling personal, compelling stories that tie together their individual values, ever-evolving sense of self-worth, and the “tribal connections” of a new patchwork quilt of families and friends. What was once under lock and key in diaries is now sent out with a blessing and shared in a very public arena for all to see, read, hear or watch. While some seek notoriety, most simply long to be heard.

In the coming year, the trend to savor experiences instead of acquiring possessions will continue to accelerate: the family reunion or once-in-a-lifetime trip, the personal journey or latest passion, a granddaughter’s first step, the last vacation with an aging parent. How best to appreciate the experience? By sharing and boasting through storytelling, of course.

It’s not just the individual; corporations have stories to tell, too. Or, in some cases, a lot of explaining to do. Now is the time for smart companies to tell their stories about their origins and artisans. To tell how (and why) they’re in it for the long haul.

Once upon a time, companies asked consumers for testimonials. Now it’s essential they provide multi-channel venues so their constituencies can get the feel-good bounce of connecting with each other about their experiences, purchases and lives.

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EXCERPTED FROM 10 INSIGHTS FOR 2010 by Lifestyle Insights.
For more information: robin@robinavni.com.

© 2009 robinavni | lifestyle topics, insights & trends llc and Sherry Stripling. All rights reserved. No part of this material may be duplicated or redistributed in any form without written permission.

Edited by MOLLY MARTIN; image source: iSTOCKPHOTO.