In the future, every story will need to have a beginning, a middle and a hyperlink!
This is an article published in May 2010, in CW, the magazine of IABC
I often return to the theme of storytelling. Despite the new tools we tend to squeeze into our working life as business communicators, much of what we do is probably entered around telling stories.
But we have been trained to think that the stories we create need to adapt to the attention economy. People are too distracted by all the multi-tasking and the competitive information coming at them. Our content needs to be designed to cut through the clutter, so we better beef up our narrative, sex-up our storylines.