An interesting shift has happened over the last couple decades in the world of business. The spreadsheet loving, dollars and cents world of business has fallen head over heels for the decidedly unspreadsheet world of storytelling. This can be best seen in the evolution of advertising. Even during the 1990s, commercials were largely information/tagline dissemination vehicles (see below). For example, car commercials at the time spent most of their time giving numbers concerning the price, reliability, gas mileage, and longevity or showing random montages of Americana followed by vague taglines like Chevy’s “Like a rock” or “The longest lasting, most reliable trucks on the road.”
Compare that to Chevy’s 2014 Super Bowl Ad (below), which shows a young woman’s coming of age with her dog, Maddie. This ad gives no information about the car whatsoever and every frame is connected to a story. Even the tagline at the end, “A best friend for life’s journey” signals a shift towards story.