Stories bind us together in a common framework of understandings. From the Bardic tradition to YouTube, the inclination to tell stories is the desire to share experience.
When we look into events or ideas more deeply we see layers of meanings. Journalists speak of the entry point to a story. Indeed, what door we choose to open and step into, is the first decision in creating a POV, or point of view, essential to any writer’s work.
We can understand that it matters also, to whom we are speaking, in determining how the story is told. Stories teach and counsel. We all are familiar with “the moral of the story.”
If the Monks of 13 th Century Ireland preserved their manuscripts on video for viewing on a mobile phone, they would likely be disappointed at the longevity of hard drives and integrity of data. Would then this change of circumstance require another adaptation in communication structure, style, or technologies as we witness today?
The ofttimes ignored necessity of injecting a thought into another person’s brain, sublimated to a discussion of technology or media, or the making of media, is fraught with opportunities that might best be described as “lossy.”
So the knowledge, the art, of how best to communicate particular content, so as to generate not only comprehension but also understanding is increasingly rare.
And the formulation of narratives, that define a company, a technology or idea, a product or a trend and adapt them in real time to target real results, is rarer still.
And rarest of all is the ability to anticipate events and triangulate narrative development to a point in time so as to have “placed” contextual marketing and native advertising elements in advance of the requirement.
That’s what we do.