Publication Date



{Excerpt} Storytelling is the use of stories or narratives as a communication tool to value, share, and capitalize on the knowledge of individuals

Storytelling has advantages over the communication techniques commonly used in organizations, be they electronic mail, reports, or formal speeches. First, it enables articulation of emotional aspects as well as factual content, allowing expression of tacit knowledge (that is always difficult to convey). Second, by providing the broader context in which knowledge arises, it increases the potential for meaningful knowledge-sharing. Third, by grounding facts in a narrative structure, it augments the likelihood that learning will take place and be passed on. Purposeful storytelling can deliver results that conventional, abstract modes of communications such as those mentioned earlier cannot. Anyone can use it and become better at using it to reach many rapidly.


Suggested Citation

Serrat, O. (2010). Storytelling. Washington, DC: Asian Development Bank.

Required Publisher's Statement

This article was first published by the Asian Development Bank (www.adb.org)