108. The Importance of Narrative, with Toby Trevarthen

On this episode, we look at the importance of narrative in helping companies and organizations crystalize their message and their identity. Among the topics we discuss are why narrative will only continue to become a more valuable commodity in the world of social media and 24/7 news cycles, why it's imperative to understand the importance between narrative and story, and what some of the component parts of a Narrative Design Session Series should be.Toby Trevarthen, co-author of Narrative Generation and Chief Narrative Officer at Sparkpr, joins us to talk about those topics and more. Along with Ann Badillo and Tim Donovan, Toby wrote the recently-released book Narrative Generation: Why narrative will become your most valuable asset in the next 5 years. Toby is a visionary executive with a track record for innovating new concepts into living outcomes. His ideology is shaped by a "probable, plausible and possible" lens, and his core career skill delivers monetization in a cross-channel, cross-device world.Show NotesBuy Narrative Generation on Amazon.comVisit the Narrative Generation website at www.narrativegeneration.comRead about the creative process behind the book at www.narrativeproject.netFollow Toby Trevarthen on Twitter: http://www.twitter.com/tobinwFollow Narrative Generation on Twitter: http://www.twitter.com/narrativegen