5Beware the Curse of Knowledge

Rather than browbeating the consumer with persuasive messaging which immediately triggers a defence mechanism, storytelling activates neurones that create empathy between the storyteller and the subject.

Lisa Samuels, Health Employees Superannuation Trust of Australia1

A Dangerous Thing

The two core skills that are in highest demand in the data-driven knowledge economy are analytics and storytelling. One: the ability to identify, isolate, and make meaning out of the neighbourhood of little big data that is most relevant to the narrative your organisation seeks to use to differentiate itself. Two: the ability to use the right data, manipulated through clever statistics and set in its proper context, to tell ...

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