​The Importance of Storytelling

For the last couple of years, my fiance and I have been ushering for the Calderwood Pavilion and Huntington Theater company of Boston. We have seen numerous shows, and each one has been extraordinarily poignant and rewarding. So far this Winter, a favorite show of mine was Topdog/Underdog, which demonstrated a powerful relationship between two brothers, each with their own talents and shortcomings, jealousies and insecurities. We also saw a comedic opera sung in English based on Oscar Wilde's The Importance of Being Earnest and most recently a high octane, intense drama entitled The Who & The What which explored clashing themes regarding modern Islam.

As the curtain lifts, I find myself mesmerized in anticipation of the stories ahead and eagerly wait for the outline of the characters to be colored in with richness and depth. We start off at the basics, and then little by little more is revealed until I can see into their souls. At intermission, I flip happily through the Playbook seeking more data on their backstories, peruse the actors' bios, and discuss themes with those around me.

Similarly, in my work consulting to growing companies and start-ups, I have come to fully realize the importance of storytelling. For the founder or marketing manager, Instagram posts may start to feel rote. Promotions may seem too "tried and true." And core products may be harder and harder to refresh and perk up. What may feel like ho-hum day to day drivel to a founder could actually still be a unique, behind-the-scenes peek to a customer. Sharing a testimonial from a customer may not be unwanted nor silly but actually a cool way to connect heart-to-heart with another seeking content. Sure, not everyone in the audience may want to be there, but there are some in the house hanging on your every word. So, the next time you're feeling a plateau or lacking motivation to create compelling content or share your brand's journey, I'd encourage you to get out to a theater such as the Calderwood for a play - roll the dice since they're all good - let me show you to your seat, and then sit back, relax, and listen to the story.