Storytelling is not useful unless it connects. It is hard to make a connection when the story is self-serving, directed at the wrong audience or doesn’t solve a problem. If the audience doesn’t care about the story no one will watch, no one will remember and no one will act.
The recent 30-second US Post Office advertisement illustrates all three of these issues:
If this was developed to motivate USPS employees they have a winner. The problem is, this ad was created to motivate us. How do you feel about this story? Meh?
Contrast that to the storytelling in this 30-second State Farm advertisement:
For the people that said I’m never getting married or I’m never having kids, this is a story we can identify with. Not to mention, the ending makes us want to cry. How do you feel about this story?