Concordia University Seminar: Telling the Story

Once upon a time, there was storytelling. Since humans first gathered in caves and around campfires, stories have shaped culture and communities.

Only recently has the art of storytelling grabbed the interest of managers and marketers, who have come to understand the power of stories to entertain, educate and inspire.

^{Barbara Bowerman was making breakfast one morning when her husband began to show an unusual interest in her waffle iron……}

^{Thus begins the story of Nike footwear, a company with unique vision and a culture of challenging convention.}

As fundamental as storytelling is to the human experience, its application to the world of business requires deliberate effort, utilizing processes and techniques that will be explored in this course. The Niching Triangle, developed by popular Concordia University professor, Gary Blackton, will be introduced as a critical tool in understanding one’s audience and discovering unique attributes.