In the article Everyone is a ‘storyteller’ these days, author Stuart Rothgiesser highlights an important distinction between storytellers and story collectors. 

The whole piece is worth reading, but I want to leave you with this quote that stood out to me.

“A story collector must have an ear, empathy and genuine interest for human stories. They must be committed to listening for hours, guiding the storytellers, looking for clues, hearing silences, and finally finding the conflict, how the hero overcame it and the ensuing transformation.”

As a marketer, you are a story collector. How can you be more intentional in your listening and guiding? How can you apply this to your work?

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