06
MAR
2015

Stories travel through space and time

As said earlier, stories have the power to capture humans’ attention and they can also move stones. But did you know that they also can make
you travel through space and time?

Well it’s quite possible and I’ll tell you how it’s done. Start with think about ancient myths being remembered and told through thousands of
years. Then realise that they also can be spread among cultures all over the world and be of importance for millions of people. Like the
stories in the bible, or the Coran. Stories which originally were transferred orally, before being written down on paper.

Stories ability to function as time capsules, is nothing more than a logical consequence of the other two powers I’ve written about:
Since stories are strong communication tools which can make great things happen, they are also easy to remember. Why? Well, they not only
capture our attention and keep us hostage. It’s in our interest to remember them and teach them to our friends and children, our community,
our tribe… because stories help us ‘make sense’ of things.

Have you ever got the answer “use your common sense”, when asking for advice? Only to hear the very same person later complain about
you not using common sense in your decisions? Irritating, right?

You’d might think that when being told to use your common sense, you could do whatever you’d like. That is not the case. You are expected to
do as everyone else should have done, and most of all you are expected to know what’s right to do without asking. Frankly, if you have to ask
or don’t have a clue about what is expected, you’re either a stranger, alien or a foreigner. For some these words are just variations on the
very same diagnose of your predicament; you are not a true member of the group.

Sometimes, if you’re lucky, you’ll get a story about what grandpa did ages ago. Don’t be confused about this rather unexpected treat
of entertainment. Hidden in the story lies the answer you are searching for. A hint: The story invites you to enter into another world.
Join the hero in his adventures, share experiences and learn some common sense.

Stories are entertaining but they are more than entertainment. Through stories we explain the logic in our “common sense”. It doesn’t
matter if the group is our family, the population of your country or anything in between. Stories are that which carries our group’s
common beliefs, values, knowledge and habits. The best stories that are remembered for ever. They are told again and again, brought forward
from generation to generation.

Do what grandpa would do and you’re safe. You have learned what is expected from a true member of the group. If you want to travel
with them through time and space, like grandpa, you need to be like grandpa: Unforgettable and of great importance.
And entertaining, of cause.

A great story is a powerful communication tool. A force, that used right, can make people not only move stones but also care for stones
and for people through 1000’s of years.

What if you had a story that could make people remember and care for your business?

More about that in the upcoming chapter about Strategic storytelling in business!

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This text is part 3 of chapter 1: the Power of storytelling in a coming book about storytelling within business.
To read previous writing, go to the blog page or choose the tag storytelling.
(Do you have opinions about my english? You are probably quite right, since I’m not native a native english speaker.
Which means that, as long as you’re not swedish, I probably write better english then you write swedish.)

Åsa Rydhard is the pastor who has taken her knowledge about storytelling to a higher level. With a Master’s degree in Applied Cultural Analysis (MACA) she is specialized in storytelling as a communcation tool. As a consultant she uses her expertise to ensure that businesses understand how storytelling can be strategically used as a communciation tool to grow their customer’s interest and increase their market share.

Svara

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