Humans are surrounded by stories all their life. We don not even notice that we actually survive in stories around us whole day and night. We often communicate through different stories to organize our experience and learn from them. It makes easier to demonstrate or deliver any experience using storytelling.
Storytelling has been a significant feature of human cultures, groups and organizations. Stories are brief narratives with certain plots, its characters and scenarios with its twists and turns that brings key meaning to stories. Successful stories have a proper beginnings, middles and conclusions. One important factor which has been observed is that accuracy is often forgone for additional effect.
Stories along with myths and other helping narratives have been observed as a significant elements of culture. In primitive cultures, stories are the actual assets and are an essential source of the collective memory of societies, and the legacy that passes from one generation to the next. They use stories to entertain, explain, inform, advise, warn and educate their children.
Corporate storytelling defines private and public organizations’ strategic use of stories and storytelling to create coherence and progression concerning the companies’ product, unique identity and development. By thoroughly observing, it is seen that stakeholders cannot only be considered as mere actors in the story of the organization. They are also the co-narrators so that the clear-cut (and often abstract) categories and concepts of narratology pertain only to a limited extent to studying and working with corporate storytelling. For this reason, the concept ‘stakeholders’ is adopted to mediate between the rational aspect and the forthcoming aspect of this distinct storytelling situation. By considering producers and beneficiaries of the corporate narrative as stakeholders, the fact can be acknowledged that they also do yield and route corporate narratives beside the framework of their individual, logical and extra-narrative welfares.