27th July 2023

Storytelling: A Tool for Good and Evil

Storytelling is a powerful tool that has been used to shape human cultures and societies for centuries. It has been used to transmit values, beliefs, and identity across generations and to build and unite communities. However, storytelling can also be used for harmful purposes, such as propagating bias, animosity, and discord. Indeed, the destruction of societies, cultures and nations.
This article explores the power of storytelling, both for good and evil. It begins by discussing the origins of speech and the evolution of storytelling. It then goes on to discuss the role of storytelling in religion, empire-building, and national unification. The article also discusses the dark side of storytelling and how it can be used to manipulate and control people.
The article urges readers to think critically about storytelling’s power and use it for good.

Unravelling the Power of Storytelling

In the annals of human history, storytelling has served as a vital means of communication, cultural preservation, and entertainment. Stories can touch the heart, stimulate the intellect, and stir the soul. They can transport us across time and space, fostering empathy and understanding by letting us glimpse the world from different perspectives. As much as stories shape us, we shape them, moulding narratives to resonate with our changing social structures, ethics, morals, values, technologies, and the communities we choose to live in.

This intertwining of stories and human experience transcends across different sectors of our contemporary society, perhaps none more so than in the business world. Storytelling takes centre stage, particularly in customer service sectors, such as contact centres. This lifeblood that fuels interactions paints a compelling picture of products and services and, importantly, binds businesses to their customers through the cords of shared narratives.
In this article, I delve into the rich tapestry of storytelling – from the dawn of speech to its AI-infused future. You will see how businesses harness the ancient art of storytelling to craft brand narratives and build customer relationships and how they navigate the emerging moral and ethical dilemmas associated with the rise of artificial intelligence (AI).

The Origins of Speech and the Power of Storytelling

In the archaeological layers of our past, the genesis of speech marks a significant turning point. Language, an intricate system of symbols and sounds, gave Homo sapiens a powerful tool to share ideas, express emotions, and navigate the complexities of social life. The exact origins of language remain enigmatic, lost in the prehistoric eras. However, most scientists agree that language likely took form between 50,000 to 100,000 years ago, based on indirect evidence like symbolic artefacts and complex tool-making techniques that indicate advanced cognitive skills and communication abilities.
The evolution of speech laid the groundwork for storytelling, the art of weaving words into meaningful narratives. Stories breathed life into abstract ideas, transforming them into vivid scenes that captivated the imagination. This narrative tradition became a primary way of relaying experiences and wisdom, forming community bonds, and establishing cultural norms.

A good example is the Epic of Gilgamesh, one of the earliest known works of literature, written during the Third Dynasty of Ur in ancient Mesopotamia, roughly around 2100 BC to 2000 BC. It was written in cuneiform script, the world’s oldest known form of writing, on clay tablets. This epic poem tells the story of Gilgamesh, a historical king of the Sumerian city-state of Uruk, and his adventures with his friend Enkidu. This Mesopotamian epic, brimming with tales of heroes and gods, morality and mortality, reveals the crucial role of storytelling in shaping ancient cultures.
Similarly, the orally transmitted epics of Homer’s Iliad and Odyssey, with their timeless stories of bravery, honour, love, and wrath, played an instrumental role in shaping Greek civilisation and continue influencing our modern concepts of heroism and virtue.

As masterpieces of storytelling, the Iliad and Odyssey left an indelible mark on ancient Greek civilisation, defining cultural identity and fostering a shared heritage. These epic narratives breathed life into heroic figures such as Achilles and Odysseus, whose vivid stories became the embodiment of values like courage, loyalty, and wisdom. Their tales were not simply stories, but social glue, drawing people together through shared cultural narratives.

Homer’s epics also profoundly influenced religious beliefs and practices through the rich tapestry of tales, illustrating a pantheon of gods and goddesses with distinct, human-like characteristics. These chronicles had a transformative impact on Greek polytheism, shaping belief systems through storytelling. For centuries, the Iliad and the Odyssey served as educational pillars, providing text for children to learn to read and write and a narrative framework that inspired the development of Greek drama, philosophy, and various literary genres.

The power of these storytelling masterpieces extends far beyond the confines of Ancient Greece, casting a long shadow on modern democratic societies. Both the Iliad and the Odyssey exemplify the power of dialogue and consensus-building through their depictions of assemblies and debates. These scenes, where even kings must engage in persuasion, reflect the democratic principles of discussion and majority rule.

Moreover, the epics highlight the crucial role of justice and the rule of law, both human and divine. These stories impart lessons of fairness and accountability that are fundamental to the functioning of our modern democratic societies.
In terms of culture, Homer’s stories have been continuously reinterpreted and adapted, a testament to their enduring relevance. These stories have informed Western literature and arts, shaping cultural expressions and our understanding of ourselves. The epic tales of heroism, human nature, and moral dilemmas continue to resonate, reflecting the enduring power of stories to connect generations.

In education, the Iliad and the Odyssey are integral components of global curricula. They offer timeless narratives that foster critical thinking, moral reasoning, and appreciation of literary artistry, traits essential to democratic societies that uphold intellectual freedom and debate. From the cradle of ancient Greek civilisation to our modern democratic societies, the profound influence of Homer’s themes in the Iliad and Odyssey continues to be felt, demonstrating the timeless and universal power of a well-told story.

Storytelling, Myths and Legends

Storytelling, myths, and legends have played an instrumental role in forming and developing major religions, empires, and unified countries. These narratives serve as the cultural DNA, encoding values, beliefs, and identity and transmitting them across generations.

In terms of religion, stories have been the primary vehicle for communicating religious teachings and values. The parables of Christianity, the Hadith of Islam, the Jataka tales of Buddhism, and the Puranas of Hinduism are all rich tapestries of narratives that encapsulate religious doctrines and moral codes. They serve to engage followers, providing memorable and relatable illustrations of faith principles.

Similarly, the formation of empires often relied on mythmaking and storytelling. Consider the Roman Empire and the myth of its founding by Romulus and Remus. This tale, steeped in divine intervention and fraternal conflict, imbued the Empire with a sense of destiny and grandeur, uniting disparate peoples under a shared narrative. Similarly, the Chinese Empire leveraged the Mandate of Heaven narrative, asserting their emperors’ divine right and moral duty, reinforcing social cohesion and state legitimacy.

National unification processes also drew heavily on storytelling. Britain’s formation as a unified kingdom hinged on legends like King Arthur and the Holy Grail, promoting a collective identity and shared heritage. Similarly, early in the 19th century, Germany’s unification saw the powerful use of folk tales, collected and published by the Brothers Grimm, in fostering a sense of national identity and cultural pride.

In essence, stories, myths, and legends act as the connective tissue in societies, weaving individuals into a collective whole. They encapsulate shared values, instil a sense of belonging, and inspire common aspirations, proving integral in shaping religions, empires, and unified nations. These narratives offer more than mere entertainment; they reflect, shape, and perpetuate the social fabric and collective consciousness of civilisations.

These stories, passed down through generations, bear the fingerprints of their time, reflecting the people’s values, fears, dreams, and wisdom. They serve as a mirror to society, offering invaluable insights into human nature and social dynamics.

Stories with Nefarious and Damaging Outcomes

While storytelling has frequently served as a unifying force and source of enlightenment within societies, it’s essential to recognise its potential for harm when employed to propagate bias, animosity, and discord. As witnessed throughout history, the more ominous facet of storytelling can warp truth, instigate fear, and authorise harmful actions.
Take the Spanish Inquisition, for example. It saw the deployment of storytelling as a lethal instrument. Stories focused on religious purity and the denouncement of ‘heretics’ were devised and disseminated, resulting in tremendous suffering and loss of life. In this context, storytelling became a weapon of oppression, justifying the brutal suppression of alternative religious views and painting a stark image of ‘good versus evil,’ where ‘evil’ was an invented adversary embodied by religious minorities.

Similar patterns emerged during the Crusades. Religious and political leaders amplified stories championing a sacred war to recapture the ‘Holy Land’ from non-Christians. Such storytelling kindled fervour and violence, leading to massive devastation and loss of life.

When Europeans set foot in Central and South America, storytelling was again weaponised to further their agenda. They crafted tales about their ‘civilising mission,’ portraying indigenous populations as ‘savages’ in dire need of salvation. These stories vindicated unspeakable atrocities, cultural annihilation, and resource exploitation, all under the guise of progress.
European colonialism in the 19th century likewise employed storytelling for ill purposes. Stories of racial superiority were intentionally shaped and circulated, justifying the subjugation and dehumanisation of colonised peoples. These stories not only advanced the economic and political interests of the colonisers but also inflicted lasting psychological scars on the colonised societies.

The most chilling illustration of storytelling’s destructive potential comes from Adolf Hitler’s ‘Mein Kampf’. Hitler’s account seeped in notions of Aryan racial superiority and anti-Semitism. It acted as a malignant catalyst, mobilising millions and leading to the horrors of the Holocaust and World War II. His tale, rooted in resentment and hatred, skillfully manipulated national sentiment, drastically altered Germany’s trajectory, and had catastrophic consequences worldwide.
In the contemporary United States, storytelling’s potency continues to be evident. On the one hand, the Constitution, a story of liberty, justice, and democratic governance, has been instrumental in shaping the nation’s collective identity, fostering a powerful nation widely recognised as a global leader. On the other hand, stories emerging from the fringes, particularly among certain right-wing factions and religious sects, are stoking division and polarisation.

These stories, amplified via various mediums such as social media and talk shows, appeal to deep-seated anxieties and grievances. They craft tales of cultural warfare, turning one group against another and fuelling division. They envision a binary world of ‘us versus them’, often endorsing conspiracy theories and misinformation to legitimise their claims.
These extremist tales significantly challenge the US Constitution’s vision of unity and inclusivity. They breed mistrust, hostility, and intolerance, potentially eroding shared democratic values and undermining the nation’s social fabric.
Faced with such divisive storytelling, it becomes imperative to champion stories that promote unity, uphold democratic ideals, and foster respect for diversity. Stories grounded in the principles of the Constitution can counteract divisive ones, reinforcing the American people’s collective identity and shared destiny. As the country navigates its future, the stories it chooses to embrace will profoundly influence the health and unity of its democracy.

These episodes underscore the potent and occasionally devastating power of storytelling. They emphasise the critical need for careful examination of the stories we create and consume, highlighting the importance of stories that promote understanding, respect, and peace.

Storytelling and Technological Evolution

As societies evolved and became more complex, so did the means and modes of storytelling. Each technological breakthrough brought a paradigm shift in how stories were crafted, shared, and consumed.
Written language, a revolutionary technology in its own right, enabled the preservation and dissemination of stories beyond oral traditions, expanding their reach across time and space. It shifted from ephemeral storytelling, tethered to human memory and lifespan, to stories immortalised in clay, papyrus, or parchment.

The 15th-century invention of the Gutenberg press was another seismic shift. It democratised access to stories, making books a common commodity rather than a luxury only for the elite. The mass production of books ignited the spread of ideas and stories at an unprecedented scale, shaping public discourse and collective consciousness.
Fast forward to the 20th century, the advent of radio and television transformed storytelling once again. These mediums brought stories into our living rooms, making them a shared social experience. They combined the power of words with the magic of sound and visuals, providing a multisensory storytelling experience.

The dawn of the internet and social media in the late 20th and early 21st century marked the latest chapter in this ongoing evolution. These digital platforms turned the tide of storytelling, shifting the balance of power from a handful of traditional gatekeepers to anyone with an internet connection. Now, anyone can craft and share their stories with a global audience, making storytelling more diverse, democratic, and dynamic than ever before.
Each technological transformation left an indelible impact on storytelling’s content, style, and purpose. However, through these changes, the essence of storytelling – the human yearning for connection, understanding, and expression – remains unchanged. It continues to be a mirror reflecting the human condition and a window opening to new worlds and perspectives.

Storytelling in Business and Marketing

The personal narratives of influential figures like Richard Branson, Steve Jobs, Bill Gates, and Jack Ma have been deeply intertwined with the stories of their respective companies, shaping globally recognised brands that are as much about experiences and human connections as they are about products or services.

Take Richard Branson, for example, whose life mantra of “Screw it, let’s do it” has become the audacious rallying cry of the Virgin brand. Each venture he has embarked upon, from airlines to space travel, is a testament to his personal zest for life and adventure. This audacity to defy conventional wisdom, to innovate and take risks, has shaped the ethos of the Virgin brand. Virgin’s identity is not just corporate but a reflection of Branson’s infectious enthusiasm, making every customer’s experience an adventure.

Similarly, Steve Jobs’ relentless pursuit of perfection, his appreciation for aesthetics, and his vision for consumer-centric technology are deeply ingrained in the story of Apple. Jobs’ personal commitment to simplicity, design, and functionality is echoed in every Apple product. Apple’s famed product launches, where Jobs transformed corporate presentations into a form of storytelling, made customers feel they were part of the journey. Apple’s brand story resonates with Jobs’ personal narrative of creating tools that amplify human ability.

In software and beyond, Microsoft’s narrative is fundamentally shaped by Bill Gates’ story of tenacity, vision, and tech-savviness. Gates’ belief in democratising technology, and making it accessible to everyone, became the cornerstone of Microsoft’s mission. His fascination with software code birthed a globally ubiquitous operating system. Gates’ commitment to constant learning and adaptation is reflected in Microsoft’s evolution from a software company to a diversified technology conglomerate.

In the East, Jack Ma’s Alibaba mirrors his journey of perseverance and belief in the power of the internet. Despite being rejected from multiple jobs, Ma saw an opportunity in online selling. This vision led to the creation of a platform enabling small businesses to participate in the digital economy. Alibaba’s success in transforming China’s e-commerce landscape reflects Ma’s personal narrative of resilience and foresight.

The stories of these individuals have not only become the stories of their companies, but they have also helped shape the ethos, spirit, and vision of these brands. They continue to inspire their employees, influence corporate culture, and build emotional connections with their customers. These narratives encapsulate the essence of each brand, underscoring the transformative power of storytelling in shaping businesses, driving innovation, and fostering human connection.
In the corporate world, storytelling has become a potent branding, marketing, and communication tool. Businesses craft compelling stories around their products and services by recognising the power of narratives. These stories go beyond the functional features or benefits. They connect the brand with the customers emotionally, painting a vivid picture of how the product fits into their lives and aspirations.

Apple, for instance, has masterfully harnessed the power of storytelling. Its narrative is not about selling computers or smartphones; it’s about empowering individuals to challenge the status quo, to ‘Think Different’. This story of innovation and individuality is embedded in every product, every advertisement, and every keynote speech, making Apple not just a technology company but a symbol of a particular lifestyle and set of values.

Nike’s storytelling strategy is another shining example. Its stories focus less on the technical specifications of its sports gear and more on the triumph of the human spirit in sports. From professional athletes’ inspiring journeys to ordinary people’s everyday victories, Nike’s stories embody its tagline, ‘Just Do It’.

These stories serve multiple purposes. They differentiate the brand in the crowded market, build an emotional connection with the customers, and give customers reasons to believe in and belong to the brand. More importantly, they transform customers into characters in the brand’s narrative, making them active participants rather than passive consumers.
However, storytelling in business is about more than just external communication. It also plays a crucial role in internal communication, shaping the company’s culture, values, and identity. Stories of the company’s origin, milestones, challenges, and victories give employees a sense of purpose and belonging. They align the team towards a shared vision, fostering a collaborative and motivated work environment.

The Role of Storytelling in Customer Experience, Customer Service and Call Centres

In the world of Customer Experience, storytelling takes on a unique and pivotal role. Take contact centre agents. At the frontlines of customer interaction centres, they are not just problem-solvers but storytellers. They employ narratives to explain policies, demonstrate product features, and suggest solutions. They listen to the customers’ stories, empathise with their concerns, and weave a narrative that addresses their needs and assures their satisfaction.

A story, for instance, of a similar problem faced by another customer and how it was successfully resolved can reassure a concerned customer and make them feel understood. The stories of how a product was used creatively or how a service enhanced a customer’s life can inspire others to see new possibilities and advantages. In this way, stories become a powerful tool in the arsenal of customer service, fostering trust, rapport, and loyalty.

Within the contact centre, storytelling also plays a crucial role in training and motivating agents. Stories of successful customer interactions and the lessons learned from challenging cases can be valuable teaching tools. They provide practical insights and inspire agents to improve their skills and performance. Moreover, they can boost morale and reinforce the value and impact of their work, contributing to a positive and productive work environment.

Artificial Intelligence (AI) and the Future of Storytelling

As we stand on the brink of another technological revolution, the rise of AI is set to reshape the storytelling landscape yet again. Machine learning algorithms, powered by vast data sets and advanced computational capabilities, are making strides in generating narratives. While still in their infancy, these AI storytellers hold exciting possibilities for various fields, including customer service.

AI chatbots are widely deployed in customer service centres to handle customer queries. They can process information, interpret questions, and respond at a pace and scale far beyond human capacity. They can work around the clock, handle multiple queries simultaneously, and offer instant responses, increasing efficiency and reducing waiting times.

However, AI storytelling has its limitations. Despite impressive advancements in natural language processing, at this time, AI lacks the capacity to comprehend and convey human emotions fully. It can mimic patterns of human speech and sentiments based on data. Still, it cannot truly empathise with the customer’s feelings or understand the subtleties of sarcasm, irony, and humour. The human touch, with its instinctive understanding of emotions and the ability to connect on a personal level, remains irreplaceable.

The use of AI in customer service also raises significant ethical and moral concerns. Collecting and analysing customer data, necessary for personalised service, can infringe on privacy rights. Replacing human agents with AI bots can lead to job losses and dehumanised customer interactions. The possibility of AI errors or manipulation, such as in deepfakes, can cause harm and mistrust.

Navigating these challenges requires careful thought and collective action. Businesses, industry bodies, and regulators must collaborate to develop ethical guidelines and standards for AI use in customer service. They must ensure that AI technology is used responsibly, respecting customer rights and contributing positively to the customer experience.
In this brave new world of AI, the art of storytelling remains as relevant as ever. AI can aid in crafting and delivering stories, but the heart of storytelling – the human connection, the empathy, the shared experiences – belongs to us. We are the ones who infuse stories with meaning, who respond to stories with our hearts, and who carry forward the ancient tradition of storytelling into the future.

The Power and Promise of Storytelling in a Technological Age

As we look back at the journey of storytelling, from the earliest human speech to the AI narratives of the future, we see a thread that ties together our history, culture, societies, and businesses. This thread spun from the yarns of stories, is a testament to the enduring power of storytelling.

This power is harnessed in business and customer service to create compelling brand narratives, build customer relationships, and shape corporate culture. Stories breathe life into products and services, making them more than mere commodities. They connect businesses with their customers, making them partners in a shared narrative.
As we venture into the AI-infused future, the art of storytelling faces new possibilities and challenges. AI has the potential to enhance our storytelling capabilities, offering new ways to craft and share narratives. At the same time, it tests our ability to retain the human touch in our stories, uphold ethical standards in our use of technology, and navigate the shifting boundaries between human and machine narratives.

In this evolving landscape, the onus is on us to use the power of storytelling responsibly and creatively. To weave stories that resonate with our audiences, reflect our values, and contribute positively to our societies. To keep the human connection at the heart of our stories, even as we experiment with new storytelling mediums and techniques.
In the end, the power of storytelling lies not in the technology we use but in the stories we tell and how they touch the lives of those who listen. It lies in our ability to tell stories that inspire, enlighten, connect, and uplift. That is the magic of storytelling, which has shaped civilisations and businesses since the dawn of time and will continue to do so in the times to come.

Rod Jones.

Lonehill, South Africa 23 July 2023
“I help Decision Makers to Make Good Decisions about CX and Contact Centres ©.”

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