What's Your Story? A How-To Storytelling Guide for the Travel, Lifestyle and Sustainability Industries

Human beings are naturally attracted to stories. Stories captivate us.

Think about it. We humans have been telling stories in various forms for as long as we have possessed the ability to communicate -- that is to say as long as we have been roaming the earth.

According to recent research, our brains are wired to better absorb information when it is packaged in the form of a story.

We all think we know what a compelling story is and what makes for effective storytelling. Why, then, are there so many missed opportunities to communicate the engaging dimensions of our brand and our products in the form of stories? Why are there so many perfunctory information dumps parading as “story,” particularly in marketing the world of experiences?

We’ll address that in this guide. Then we’ll offer some ways to fix it.