In last week’s atomic essay, I wrote about storytelling in marketing and how to actually define it. As I said in that essay, “storytelling in marketing,” has become a trendy buzz-phrase that plenty of people will bring out when they want to sound like they know what they’re doing. But many of these same people, if you were to press them, wouldn’t be able to define what it actually means. And that makes sense, too. With it becoming just a thing that people say, the actual mean

As marketers and content creators, we can sometimes overthink storytelling. “Storytelling” has become a buzzword that gets thrown around all the time, with the true meaning of the word being lost in a sea of jargon-heavy Slack updates and meetings that could be emails. When a client says their marketing “needs more storytelling,” they're not asking you to write a book. Instead, they want the message behind their brand to make their target audience feel something, guiding them