When the Superman is not forthcoming: Art of Storytelling in new disruptive world

Subhrajit Dutta: Assistant Professor
Centre for PR-Corporate Communication and Entrepreneurship Skills

Storytelling is a science and an art in itself. Like Maslow’s hierarchical pyramid, every story addresses a need that touches one or more stages of evolution. Every story has an objective. Like Panchatantra, an ancient Indian collection of stories, written by Pandit Vishnu Sharman on the invitation of a king, who was worried about the future state of his kingdom after his demise. His three ignorant sons needed to learn Rajvidya quickly -  the know-how to run a kingdom. 

In a corporate story, the organization needs fulfillment of objectives. There is an overarching theme, i.e., a company’s core values that get reflected in the Mission and Vision of the organization. A corporate story must enshrine these core values and must be in the same line in all its applications – whether it’s a corporate film, a corporate brochure, an annual report, a website, or a leadership message. This creates corporate culture or sanskriti of an organization. 

In an overall story, there are subsections or sub stories. Like in Mahabharata, there are several Parvas that confirm to the core values or the overarching architecture of the main story. In an organization, different functions or departments have different goals to achieve, but the genesis and the conclusion of all these must match in terms of the values of the organization. For example, Tata, an India-based corporate, through its sustained and consistent communication has created an image of Trust. If HR department or Manufacturing or Supply Chain or any other functions of Tata wishes to take an action or launch a communication campaign, it must be conforming to the theme of Trust. It cannot take any action or communicate anything that goes against the central theme of ‘Trust’. Else, the ramification of “breaking the trust” amongst the ‘publics’ by the Tata Group would be enormous – just like when someone, whom others trust as honest breaks their confidence. 

A corporate story, might opt to follow a structure, having several components to it - Setting, Characters, Sequence, Exposition, Conflict, Climax and Resolution. The prominent factor however is in its uniqueness. Neil Gaiman, an English author has an apt take on individual stories. “The one thing that you have that nobody else has is you. Your voice, your mind, your story, your vision. So write and draw and build and play and dance and live as only you can.” 

How should the story unfold? Chris Wren, in his article on brandingstrategyinsider explains how the current age of disruption, The Hero’s Journey – a commonly used linear, predictable technique, extensively used by storytellers of great epics is increasingly disrupted or replaced by a new model called The Collective Journey of Jeff Gomez. 

The article cites Jeff as he explains his model, “The model helps us explore a new way to look at story, tell stories, and participate in narrative, which has all been made possible by immersive media technologies, and how interconnected we have become.” The difference between these two techniques underlines the difference between personal change and systemic change. Jeff adds, “Hero’s Journey stories are about how the individual actualizes by achieving personal change, but Collective Journey stories are about how communities actualize in their attempt to achieve systemic change.”

There is no one saviour, no one is coming to save you. Black and white are not as clearly defined as these used to be. Characters are accorded equal or similar weightage – and that what forms the basis of The Collective Journey. 

Are stories region specific? Rob Cain, a Forbes Contributor predicts Dangal, an Amir Khan starrer Indian film’s collection to reach RMB 1.25 billion ($184 million).

Rob underlines the few key reasons for the movie’s success. “Engaging, socially relevant story, well-told”, “Female empowerment” and “Filial piety theme” (In Confucian philosophy, filial piety means a virtue of respect for one's parents, elders, and ancestors) within the top 3 out of 5 reasons. Dangal, the story of Mahavir Singh Phogat, a former amateur wrestler took on himself to train his daughters in wrestling. In the conservative Indian state of Haryana, women and wrestling are often delinked. While men’s wrestling is widely encouraged, women’s participation is unwelcome and even subject to ridicule. However, the cross-cultural acceptance of the story of struggle and achievement indeed goes beyond countries and cultures. Likewise, corporate stories need to be told in a manner that touches the human chord through its tonality and presentation.  

How will organizations connect with their audience?

Leaders by sheer virtue of their engagements in multiple crucial organizational issues are often perceived inaccessible by the ordinary employees. They are often perceived to be either unware or indifferent to issues that concern general employees. An effective story, customized to an organization, can bring back the connect between people at the top of the ladder and employees at the mid or the bottom of it. TRUST gets restored in this process. Storytelling can open up an employee during one-to-one conversation or conversation with a group who share similar concerns. Counseling can be done based on their concerns, anxieties and factors inhibiting their progress. 

Stories can help brands reach audiences through narratives. The story of an organization, a logo, a brand, even the journey of the founders can add an element of interest, a trust, or a common journey. 

To conclude, first decide what would you like to achieve through the story? Do you wish to initiate an action, communicate about your organization or your brand, highlight elements to enhance a brand, share knowledge among employees, co-workers or external stakeholders, diffusing ethics or values with an objective of internalization by the employees, or to kill unofficial floating versions of competing half-truth or false stories and replace it with an official version? Communication to address each situation of this communication is different and needs specific actions to accomplish the task. 

Wish to know more on how to create a compelling story for your brand or your organization? Contact us, we will be happy to talk.

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Assistant Professor – With a cumulative experience of more than 13 years, Subhrajit has two Master’s Degrees in Communication, one from Symbiosis in Pune and the other from Nanyang Technological University in Singapore. A seasoned Public Relations, Corporate Communications and Digital Marketing professional, he has worked in organizations such as Ogilvy, Mahindra & Mahindra, Accenture, and DuPont with leadership and cross-functional teams across various countries in Asia, Europe, the United States, the Middle East and North Africa. Subhrajit was granted the prestigious J.N. Tata (2009) and Sir Dorabji Tata (2009) scholarships instituted by the Tata Trust enabling Indian students to pursue higher studies internationally.