"Make me care...emotionally, intellectually, aesthetically...just...make me care". That's Andrew Stanton, writer and director of the Toy Story movies and Wall-E explaining the key to great storytelling. Think about that statement and ask yourself the last time you sat in a meeting about digital marketing and really cared. It rarely happens, and I believe the reason is that there is a lack of awareness about how to tell a story in our industry. More than that, there's a widespread belief that it just isn't that important. Digital marketing is so accountable, so straightforward and metrics driven that it doesn't need all the 'fluff' explain it. I believe this is a mistake because it loses sight of the need to help your audience understand your work, to make them connect emotionally with what you're saying, and ultimately to care. And it is a fundamental part of the digital strategist's role to tell that story, and in so doing, to take the audience down the rabbit hole of possibility. This is how you tell the strategic story.
