Boldly spoken: because nothings else works! What do we mean by that exactly? Well, it doesn’t matter if we’re talking about the first cave paintings, an old campfire tale or the newest top-notch blockbuster video game or movie - human communication relies on stories.
Stories are magical entities that solve many problems in a better way: the problem of getting information from one brain to another, for example, or of conserving knowledge, entertaining people, generating followers, sowing trust, gaining power. Big narratives or small tales, in whatever style, with whatever concept or structure: stories became hardwired into our brains. They are the foundation of our culture, the glue of our social connections.
So if you ask from a professional perspective: why stories? – the answer is that stories add value to a lot of situations. They create the perfect balance between the interests of a brand and relevance for audiences. They add meaning, give orientation in a multimedia world. In short, if it’s about communication, nothing else works as good as stories.