Kevin Roberts, the Chief Executive of one of the world’s largest marketing groups, has declared that marketing is dead. According to Kevin, businesses who want to be successful now need to learn much greater creativity, empathy and storytelling.

As he commented at a recent meeting of business leaders:

Business leaders need to become creative leaders…The difference between rational thinking and emotional thinking is that rational thinking leads to conclusions and meetings and more meetings. Emotional thinking leads to action.

There are three secrets to emotional thinking – mystery, sensitivity and intimacy. It is a lot about storytelling.

I’d add that successful businesses also need to be authentic in their conversations with people and very clear about their purpose.


~ Some wise words from Toke Moller.

Toke has assisted many organisations to change and develop by clarifying and amplifying their core story. He works “through story because story is the human part of the organization.”

As Toke makes clear (in Storycatcher), it all comes back to purpose—the why of the story that guides every organisation to exist:

Once the purpose story has been lost, day-to-day stories begin to dismantle rather than support organizational functioning. If these day-to-day stories are not connected to the purpose story, they have no organizing principle. They become stories without context, and telling them or listening to them sets people adrift. The purpose without the now [of action] is history; the now without the purpose is chaos.

A well-functioning organisation is clear about its story.
A great story captures a clear and compelling purpose.

To serve a larger purpose, we also need to consider how each organisation’s story fits with the largest story of our times: the future of the human species.


Here’s a slice of inspiration from actor Cliff Curtis on the power of stories:

(Click on Cliff’s face to start the video)

As Cliff puts it: ”great stories make you want to value this life a little more than you did before you heard the story.”

[highlighted]Stories create contexts[/highlighted], grow connections and can cultivate an ethic of caring.

Great stories bring people together and stir us into action.