I recently had the opportunity to read the book “Será mejor que lo cuentes” of Antonio Nuñez -Company Activa-, dedicated to the story (storytelling) as a communication tool. Go ahead I recommend reading any person or company that needs to make better use of your communication.
I met Antonio a few years ago at the agency Saatchi & Saatchi, where he worked as a strategic planner, and I have to say that Antonio has one of the best brains in the industry furnished.
Antonio tells us about the Attention Economy, saturation of messages and the need to establish ties with the audience through the story.
“Faced with such a troubled situation in the world of communication in the XXI century, more people who can never communicate and fewer people willing to listen, hopefully we turn our gaze to a communication tool as old as the caveman: yes, storytelling. We have simply replaced the tribal campfire, around which the stories are told, by the Internet forum, interactive television or mobile phone. "
Follow: “Part of the solution to better understand the attention economy seems to stop talking about the concept "message" and replace it with "story". Abandon the concept of "sender" and talk about "creator of the story". Banish the "receiver" and talk of "user story".
The truth is that I enjoyed reading the book, full of examples, and that somehow includes a large dose of lateral thinking, since Antonio proposed model review.
Although the storytelling was invented (He gives the example of “I have a dream” the Martin Luther King one 1963), the author has made the book an educational tool to implement in detail the use of the story.