Our data-obsessed era is rediscovering the story; soon, no doubt, it will also find a use for the wheel. The big question in this era of big data is: how did we ever lose sight of the power of stories?

Our ‘human story’ began, quite literally, when the first story was told. Storytelling is how we share, engage with and retain information at a personal, social and cultural level.

And stories remain as relevant today as they ever were. Indeed, the bigger the information, the more important the story.

Stories bring close what is otherwise beyond reach of our understanding or imagination. If ‘one death is a tragedy, a million deaths is a statistic’ then we must tell the story of that single death before we can begin to comprehend the million.

Storytelling is at the heart of effective communication. It is what makes corporate communications and PR tick. And it’s what we do at theblueballroom.

On 7 May theblueballroom will be exploring storytelling at ‘thefuturestory - Today 2014’, the latest of our events in thefuturestory series in London. If you’re unable to attend, look out for insights from the event on this blog.

Meanwhile, I’ll leave you with an acclaimed researcher’s thought that ‘maybe stories are just data with a soul’.


Photo courtesy of arztsamui/www.freedigitalphotos.net