Article 5 Nov 2015

The 6+1 Commandments of Storytelling

Are the choices we make every day based on rational criteria or do stories also play a critical role in this process? In recent years, the theory of Narrative Paradigm proposed by Walter Fisher has become increasingly important. It promotes the idea that although people believe they are using rational criteria in their daily lives, they are instead choosing specific stories and discarding others.

But, what are the fundamental principles of storytelling? Why do some stories make us feel involved, while others make us feel like outsiders? How can we enhance our skills to create these stories?

With this paper Goyo Panadero, Partner of LLORENTE & CUENCA, and I seek to review what we consider the main “commandments” of storytelling, the factors that we need to take into account when drafting a story in any field in order to convey ideas supported by the values of our protagonists.

David G. Natal, Director of the Consumer Engagement Area at LLORENTE & CUENCA Spain


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