The Future Of Storytelling: Immersion, Integration, Interactivity, Impact

20 Aug

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As technology becomes more advanced and more accessible across multiple platforms, it’s only natural for consumers to expect increasingly higher standards of creativity and engagement from content creators. Experimentation is all well and good, but what do audiences actually want? To answer this question, research group Latitude has interviewed 158 early adopters and compiled a report that forms the first phase of its The Future of Storytelling project.


This article popped up today and I really like the 4 “I’s” that it says the best business stories bring to the table: immersion, integration, interactivity, and impact. All stories, if told really well, do this. They immerse the audience and teller in the experience of the story, facilitate integration of messages, are co-created experiences that often generate story sharing back-and forth (interactivity), and have an impact on both the teller and the audience.

These 4 “I’s” I really like — they help capture the intent and purpose of our business storytelling. If your stories are not hitting all 4 dimensions, go fix them!

The author Martin Bryant is framing his points here in the world of transmedia storytelling — where stories are told across multiple technology formats. The results of the study shared here contain no surprises if one is familiar with the dynamics of storytelling however.

For example: people influencing the media or producers in the creation of stories. Well, that’s been happen for a hundreds of years now. Yet I do agree that the rate and amount of access has increased with technology, all of which is a good thing.

So what’s the take-away here? 

Firstfocus on the 4 “I’s” in any business storytelling you do in order to be successful. And expand your notions of what Interactivity, immersion, and integration can be. The info shared in the article might spark some ideas for you. If you are in business, are a blogger or content creator of any time, take these 4 “I’s” to heart and do more of them.

Second — stay tuned for the next part of this report that looks very promsing: “Latitude is currently working on phase two of its study, which it describes as “a large-scale international exploration focused on quantifying storytelling trends and opportunities, and understanding key audiences for multi-platform and transmedia experiences.”

This review was written by Karen Dietz for her curated content on business storytelling at 

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Posted by on August 20, 2012 in Educational Technology


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