Storytelling has evolved through the three stages: storytelling 1.0, storytelling 2.0, and storytelling 3.0. Discover what storytelling 3.0 is and become familiar with its characteristics.
A few years ago, marketing gurus were assuring us that storytelling was dead.
Namely, the evolution of narration took place through the following three stages: storytelling 1.0, storytelling 2.0, and storytelling 3.0.
In this post, I’ll write about that evolution and focus particularly on the characteristics of each of the three stages.
Besides that, I’ll discuss the relation between storytelling and communication 1.0, communication 2.0, and communication 3.0.
Would you like to know more about these topics? Let’s dive into them!
Table of Contents
What is storytelling 1.0: once upon a time
Storytelling 1.0 is the first stage in the evolution of storytelling. At this stage, the goal of the narrative is to convey a message or moral.
Speaking of the storytelling 1.0, the effect the message may leave on listeners, viewers or readers isn’t in the spotlight.
In the beginning, it was simple. The story begins: “Once upon a time…” or equivalent, and we are off, traveling on the wings of the narrative imagination. It’s a story, without a care in the world or any thought as to where it might lead or what consequences might follow.Leadership Storytelling 3.0: From Arithmetic to Calculus, Steve Denning, Forbes
Storytelling 1.0 and communication 1.0
Communication 1.0 is unidirectional, so is storytelling 1.0.
The following two factors characterise the storytelling 1.0:
- Narrator – A subject who tells the story;
- Audience – Subjects who listen to the story.
Both narrators as the audience assume their roles and can’t — neither want to — change these roles for the another one.
The storytelling 1.0 channels: Books, radio, press, traditional television and the first websites
An example of storytelling 1.0: Narratives with closed endings
An excellent example of storytelling 1.0 is traditional children tales. These tales usually begin with “Once upon a time” and end with “And they lived happily ever after.”
In a word, the goal of storytelling 1.0 is to teach lessons and instil values to the youngest ones. To meet that goal, adults tell stories, while children listen to them.
More information: I’m providing you with A LINK in case you’re interested in reading more about storytelling 1.0.
- Relating traditional storytelling to brand storytelling, emotional intelligence, and the user experience
What is storytelling 2.0: twice upon a time
Storytelling 2.0 is the second stage in the evolution of storytelling. It focuses both on the goals and the effects of a narrative.
At this stage, storytellers understand the narrative mechanics and make conscious use of the stories.
In the second generation of storytelling, narrative consciousness awakens, and there is an explicit recognition of the potential effects of storytelling as well as the beginnings of an explicit understanding of mechanics of narrative.Leadership Storytelling 3.0: From Arithmetic to Calculus, Steve Denning, Forbes
Storytellers also recognise the need to turn to different types of stories, depending on the context, timing, and the audience’s needs.
One of those types is the springboard story, whose purpose is to help the audience achieve a higher level of understanding and action.
Storytelling 2.0 and communication 2.0
Communication 2.0 is bi-directional. Storytelling 2.0 might also be bi-directional, depending on the goals narrative should meet.
The main characteristic of storytelling 2.0 is replacing monologue with dialogue. For example, before explaining a brand’s story, the storyteller should ask customers to describe their experience with the brand. In other words, both sides should converse, explain, and listen to not only the brand story but also customers’ experiences.
The storytelling 2.0 channels: All channels that work according to so-called “walkie talkie” model of communication (telephone, social networks or website with a comment section)
An example of storytelling 2.0: Narratives with changed or open endings
Unlike traditional children tales, which feature monologues and closed endings, storytelling 2.0 is much more similar to narratives with:
- Changed endings – The authors of the Spanish book series “Twice Upon a Time” decided to rewrite some of the traditional children tales. Due to what they considered poor attitudes, teachings, and morals, the authors replaced the messages in the tales. Nevertheless, the endings remained closed.
- Open endings – Instead of ending their stories with the famous “And they lived happily ever after”, some authors prefer to allow the readers to create a different ending (“And they lived…”).
More information: I’m providing you with TWO LINKS in case you’re interested in reading more about storytelling 2.0.
- Storytelling 2.0 – The art of telling stories in a connected world
- Storytelling 2.0: the art of attention in an age of distraction
What is storytelling 3.0: three times upon a time
Storytelling 3.0 is the third stage in the evolution of the art of storytelling. At this stage, the focus is on interaction with the public as well as content adaptation.
In this third generation of leadership storytelling, with the shift in vocabulary to NPS, user stories, story points, planning poker and team velocity, we are a long way away from the innocent world of “Once upon a time…”Leadership Storytelling 3.0: From Arithmetic to Calculus, Steve Denning, Forbes
There are three pillars of storytelling 3.0:
- A particular story type – (for instance, User Story);
- New methodologies – Story Points and Planning Poker;
- Tools 3.0 – (for example, Value Stream Mapping).
Storytelling 3.0 and communication 3.0
Communication 3.0 is interactive and based on adaptable messages.
Depending on how the audience reacts to the first message, the communicator will adapt the following ones.
Storytelling 3.0 is also interactive.
Namely, storytellers should analyse the information they obtain through dialogue with clients or customers. Then the goal is to use that information in order to make the audience participate in the creation of the brand narrative.
The storytelling 3.0 channels: Email marketing automation tools have undeniable potential when it comes to storytelling 3.0.
An example of storytelling 3.0: Narratives with multiple endings
Traditional children tales usually have closed endings. In the case of reinvented children tales, the endings are both changed and open. However, when it comes to storytelling 3.0, these may be either open or closed. The choice is on the audience.
- Choose your own adventure – These books empower young readers to make decisions about the way in which the leading characters act. That way, the readers modify the story flow.
- Black Mirror: Bandersnatch – By its interactive nature, this film represents another great example of storytelling 3.0. The film has multiple endings and challenges the concept of a passive viewer.
More information: I’m providing you with THREE LINKS in case you’re interested in reading more about storytelling 3.0.
- Leadership Storytelling 3.0: From Arithmetic to Calculus
- Storytelling 3.0: AMP Stories
- Storytelling 3.0: Digital Asset Management
Storytelling isn’t dead
To sum up, instead of claiming that storytelling is dead, we should better ask ourselves if it has (really) died.
Personally, I agree with Steve Danning’s point of view and share his negative answer to this question.
Storytelling isn’t dead. On the contrary, it has evolved.
- Speaking of storytelling 1.0, it’s unidirectional, with closed endings. It starts with a “Once upon a time” and ends with a “And they lived happily ever after”.
- On the other hand, storytelling 2.0 is bi-directional, with both changed and open endings. It starts with a “Twice upon a time” and ends with a “And they lived…”.
- In the end, storytelling 3.0 is interactive and has multiple endings. It starts with a “Three times upon a time” and ends the way the audience chooses.
A Writing-Friendly Question: What is, in your opinion, storytelling 3.0?
From NO to YES, there is only one CLICK. Please share this text.