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In his book, A Whole New Mind: Why Right-Brainers Will Rule The Future, Daniel Pink explains that we're in the "Conceptual Age" and that skills that were revered in the Industrial Age and Information Age are not as integral to where we are as a society today. Pink writes:
We've progressed from a society of farmers to a society of factory workers to a society of knowledge workers. And now we're progressing yet again—to a society of creators and empathizers, of pattern recognizers and meaning makers. We've moved from an economy built on people's backs to an economy built on people's left-brains to what is emerging today: an economy and society built more and more on people's right-brains.
Who are the right-brain thinkers? Through years of research, Pink has identified six aptitudes for the Conceptual Age: design, story, symphony, empathy, play, and meaning. Most relevant to us is the aptitude of story. Crafting stories is not about assembling facts. Instead, according to Pink, people who understand story have "the ability to place these facts in context and to deliver them with emotional impact." The impact to story in business is that, "like design, it is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace." If you want your product to be heard by consumers, it must be rooted in a story that consumers can emotionally connect with.
Read the full article here:
http://uxmag.com/strategy/why-we-need-storytellers-at-the-heart-of-product-de...
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