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Thread: storytelling

  1. #1
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    Default storytelling

    Hello.
    Please tell me about "storytelling".

    Starbucks has long held that educating customers about the products it offers leads to greater appreciation from customers. Howard Schultz recognized early on that, because of its unique approach to coffee, the company had a compelling story to tell. And when the rest of us thought about where the coffee came from, we realized we had a truly romantic story of hand-picked beans gathered from the slopes of misty hills in far-off places like Kenya and the Indonesian archipelago. It's easy to see the romantic storytelling allure of coffee that travels from exotic mountaintops to our mundane kitchen countertops.

    I thought it might be a spelling error of "storry telling" (I thought there should be a space).
    If I'm wrong, what is the part of speech (word class) of the above "storytelling"?

  2. #2
    Tdol is offline Editor, UsingEnglish.com
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    Default Re: storytelling

    It's a strange use; I suppose it is being used as an adjective- the allure of romantic coffee beans and their journey makes people want to tell the story.

  3. #3
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    Default Re: storytelling

    'Storytelling' is a buzz-word [suddenly very popular/fashionable] in modern management jargon. Some companies even have a position called 'corporate storyteller'', who reinforces the corporate image by researching stories that emphasize the values recognized as part of the 'brand image' and re-telling them.

    b

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    Default Re: storytelling

    Thank you, tdol and BobK!
    A position called 'corporate story teller'? Interesting!!!

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    Default Re: storytelling

    Oh, and...

    Does "that travels from exotic mountaintops to our mundane kitchen countertops" modify "coffee"?

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    Default Re: storytelling

    Quote Originally Posted by pink dragon View Post
    Oh, and...
    Does "that travels from exotic mountaintops to our mundane kitchen countertops" modify "coffee"?


    [To confirm my last post - which I thought might come from a feverish MBA-induced dream - I Googled "corporate storyteller" and got quite a few hits, e.g. Corporate Storytelling - How to breathe life and success into your organization ]

    b

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    Default Re: storytelling

    Thank you, BobK!
    That's really informative

  8. #8
    Tdol is offline Editor, UsingEnglish.com
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    Default Re: storytelling

    We're not a company; we're a narrative.

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    Default Re: storytelling

    Quote Originally Posted by Tdol View Post
    We're not a company; we're a narrative.
    ↑ 

  10. #10
    Tdol is offline Editor, UsingEnglish.com
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    Default Re: storytelling

    It's the kind of management jargon that drives me mad. Starbucks sell coffee and they can stuff their story as far as I am concerned. I'll buy a book if I want a story. And their coffee is rubbish.

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