Find more writing and storytelling insights in the February 2026 issue of Strategies & Tactics.
The percentage of LinkedIn job postings in the U.S. that include the term “storyteller” doubled last year, according to The Wall Street Journal. Some 50,000 listings under marketing and more than 20,000 job listings under media and communications mentioned the term.
“The AI slop of it all creates so much distrust,” Steve Hirsch, co-founder of Hirsch Leatherwood, told The Wall Street Journal. “The brands that are winning right now are the ones that are most authentic and human and relatable.”
So how can you help your brand seem more authentic, human and relatable? Bring human intelligence to a world of artificial intelligence through storytelling.
- Find more stories.
One day, my “wasband” came home with a bottle of Kelt — not his usual cognac. When I asked why he’d switched brands, he pulled out the box and started reading:
Centuries ago, it was discovered that cognac, which was sent from France to the colonies, improved dramatically during the long sea voyage. The rolling of the sea, the temperature variations, frequent air pressure changes and the sea air itself rounds the spirit off in a beautiful way.
In the 20th century came the age of brands. This meant the spirits were shipped in bottles rather than in oak barrels. The magical effect of the sea was lost as a spirit does not mature once it is bottled.
Kelt has revived the tradition… We send our already aged spirits, still in oak barrels, on a three-month sea voyage around the globe. This, the Kelt Tour du Monde, creates a unique spirit and restores an aspect of quality lost for almost a century.
Why did my wasband change his brand? The process story made him do it.
You can find stories everywhere: In your company’s origin, your product’s history — even in your production processes.
- Interview for story.
To get good stories in the interview, reframe the 5W’s, suggests Richard Zahler of The Seattle Times suggests. Let:
- Who become character
- What become plot
- When become chronology
- Where become setting
- Why become motivation
Using this approach, “what,” for example, is transformed into questions like:
- “What happened next?”
- “What were you thinking when…?”
- “What made you say that?”
Those questions can lead beyond just the facts to fascinating anecdotes.
- Craft good stories.
Once you have the material for a good story, you need to craft it. I found the perfect structure in a New Yorker cartoon by Roz Chast. Called “Story Template,” it includes four panels:
- Once upon a time
- Suddenly
- Luckily
- Happily ever after
In a business context, you might translate Chast’s template to:
- Introduction (“Once upon a time”)
- Problem (“Suddenly”)
- Solution (“Luckily”)
- Results (“Happily ever after”)
Using this structure, you can develop a narrative lead, a case study, testimonial or a mini story to illustrate your point.
Become a better storyteller.
Writing roles now rank fifth most likely to be lost to AI, according to a recent study by Microsoft.
But storytelling jobs? They’re on the rise.
Want to help yourself — and your company — win? Get good at telling stories.
Ann Wylie (WylieComm.com) helps PR professionals Catch Your Readers through writing training. Her workshops take her from Hollywood to Helsinki, helping communicators in organizations like Coca-Cola, Toyota, Eli Lilly and Salesforce draw readers in and move them to act. Never miss a tip: FreeWritingTips.wyliecomm.com.
Copyright © 2026 Ann Wylie. All rights reserved.
Photo credit: infiniteflow
