Storytelling at Royal Dutch Shell: Communicating “Complexity” in Simple, Human Terms

Via Scoop.it – Story and Narrative

Operational complexity, low public-trust (just check the results of the annual Edelman Barometer) and huge profits make storytelling to the consumer market incredibly challenging. “It’s easy to tell simple lies and complex truth in this industry. The simple lie is the seal covered in oil. It’s powerful, but it’s not the full truth. Yet, it’s designed to evoke emotion. Because of complexity, we (as in industry) try to use rational market positions,” acknowledges Bulmer. “However, when you take rational arguments to an emotional debate, you lose every time, right or wrong. How do you tell stories when you are a target for a lot of non-governmental organizations (NGOs) that successfully use emotional attacks?”
Via www.customerthink.com