In December when we first came across this Wall Street Journal article on the increased demand for storytellers across corporate America, we were thrilled. As storytellers ourselves, the idea that business leaders are recognizing the value of authentic narratives is both exciting and validating — a signal that companies are heading in the right direction.
And while our excitement for this shift certainly hasn’t waned, we’ve got some deeper thoughts on the matter that go beyond a 👍🏼 or simple repost.
Rockstars & Gurus & Wizards, Oh My!
At first glance, the article seems to paint a rosy picture of the evolving role storytelling is playing in major companies, from Google to Lowe’s and Microsoft. Author Katie Deighton details how job postings including the term “storyteller” doubled over the last year, and how the phrase is popping up in earnings calls now more than ever.
But Deighton also cites examples of job descriptions that have given standard office roles “additional sparkle” in the past, from “SEO rockstars” to “developer ninjas.” And we agree that framing storytelling as a decorative trend risks missing the bigger point, because “storyteller” isn’t a new, flashy job title at all. Instead, it’s the core of effective communication, and doing it well takes more than you might think.
Reconnecting to Our Roots
While it may be a newer term for current job postings, from the adventures of the majestic Budweiser Clydesdales to TOMS shoes’ “one for one” donation model, accessible tales have shaped our perceptions of brands for as long as consumerism has existed.
It would therefore seem that companies formalizing storytelling roles are simply rediscovering something deeply human. Long before there were marketing departments, stories were conduits through which societies shared knowledge, built cultures, and made sense of the world. Businesses operate similarly: brands, missions, and even corporate values are, at their core, stories people agree to believe and participate in.
Although stories have connected humans for millennia, what has changed recently is the environment in which we tell and consume them. Our digital ecosystem is saturated with automated content and AI-generated messaging, and as a result, audiences have become increasingly skeptical.
But authentic stories that are grounded in and evolve from real experiences, insights, and perspectives are one of the few ways to rebuild trust and capture attention. So it seems only natural that amidst a sea of mindless content, the distinguished value of thoughtful storytelling has expanded beyond marketing teams and is making its way into leadership conversations.
In Great Storytelling, There Are No Shortcuts
But here’s where it gets tricky. Unlike onboarding an exceptional developer, an organization’s work doesn’t end when the storyteller role is filled. Because this job requires relentless curiosity, deep thought, and the willingness to uncover other authentic stories that already exist within a company. In other words, building a narrative still relies on specific experiences that AI hasn’t lived through.
While machine learning has certainly come a long way in its narrative capabilities — and has even begun to generate “thought leadership” that sounds nice — without being grounded in real-life experience, its stories are just more content. To relay the hard-won successes, past struggles, and ultimately, how your company actually walks the talk as a “doer” (not just a thinker) can only be brought to life with concrete examples that humans alone can connect with and recall. All of this still takes time, effort, and care.
Moreover, approaching storytelling as an effort that can be achieved through a single role is risky. With the need for such a broad skillset, it’s no surprise that Deighton witnessed a lack of formal consensus on the definition of today’s storyteller when reporting on the surge of demand for them: “Some companies want a media relations manager by a slightly flashier name,” she writes, while others need someone to produce branded content that achieves specific goals.
We believe great storytelling encompasses all of those things: it’s content marketing, PR, and thought leadership done well. But it also goes far beyond clean copy or style guidelines. True storytellers develop a deep understanding of a company’s work, the people behind it, and the audiences they hope to reach.
They start by listening closely, then make meaning of what they’ve heard by translating complex ideas into narratives that connect on a human level. Blending skills from journalism, strategy, data analysis, and creative writing, they create meaningful messages and distribute them across multiple channels, from social content to podcasts, speeches and presentations, executive editorials, and newsletters that engage recipients.
So yes, we’re still excited to see a growing emphasis on storytelling in the corporate world. But we’d also like to caution anyone approaching it as a one-and-done activity. Simply hiring an individual or agency isn’t enough; you must also be open to the conversations that will unearth your deeper wisdom. Just as genuine stories are the antithesis of the ubiquitous AI slop, when done well, authentic storytelling isn’t a transaction, but an ongoing effort with a lasting and meaningful impact.
What Stories Do You Want to Tell?
The good news is that great stories are already there — every company creating solutions for problems or helping people succeed will have them. The challenge lies in doing the work to discover and tell them well.
That’s where we can help.
Ready to drown out the noise with a story that resonates? Contact us to see what tales we can weave together.