Today, everyone is an artist and the world is a canvas of open expression. This is why the power of storytelling has never been more important. Businesses who are going to lead and succeed in the new sharing economy must “tell it to win” as Peter Guber told us in his visionary book. In an environment driven by the Internet of All Things, there has never been a better time for brands to emerge as networks or studios, and step in as among the world’s leading content providers or storytellers.
One of the most notable drivers of the new House of We is the continued rise of the power of story. Why? Because nothing possesses the capability to unite people better than the artful story. Stories are everywhere. They are similar to emotion and empathy. Not because they are the currency that is driving the world forward; but more because they are the vessel transporting emotion and empathy to the masses.
Stories are no longer just vehicles of marketing and communication. They are slowly becoming critical parts of leading companies business models. Whether it is Chipotle creating its own TV series Farmed & Dangerous, and then hiring renowned authors to adorn their packaging, or New Balance creating an authors series to differentiate its sneakers not through designs or colors but through notable characters that elicit emotion, in the House of We, stories, just like the fables of old before them, are the vessels that unite the world. And in doing so, bring us together around congregated emotion whose longevity endures and whose ties can never be severed.
Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications consulting firm specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce due out in Fall 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward.