The End

Stories matter. Indeed, they’ve always mattered. It’s just that there has been a tendency to not only underestimate their power in terms of connecting with different groups but also to misjudge how well they enable individuals to flesh out their innermost thoughts and feelings.

In recent years they have started to be taken much more seriously, and are emerging as a recognised part of a researcher’s toolkit. Storytelling and narrative research is a large, emerging area and this article has only been able to hint at its potential uses. From an agency point of view it could be seen as just another technique to add to the portfolio ­ but this would sell it short. Its nature and potency provide us with the toolset to navigate the complex, post-industrial knowledge economy where, despite our scientific and technological advances, it is the organic and intangible aspects of life that are becoming increasingly important.

In a world where dialogue, thinking, leadership and innovation are critical to our future prosperity, then storytelling ­ and story analysis ­ is a skill we should all master. Storytellers used to be seen as some of the most valuable members of the community ­ and maybe it’s time they were again.
 

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