Storyscaping: Stop Creating Ads, Start Creating Worlds

by Gaston Legorburu

In closing, we reflect on our journey of Storyscaping. We opened with the value of stories and how we use them to create meaning in our lives, highlighting the fact that stories help us understand the workings and threads of the world. Next, we explored the unsung hero known as “experience,” and put a spotlight on the value of bringing stories and experience together. Then, the Storyscaping model was introduced and the many dimensions of brands and consumers were explored at length. We defined and illustrated Organizing Ideas, the Experience Space, Systems Thinking, and Story Systems so they can become a welcomed part of your marketing team, too. Last, we lifted the veil on organizational culture, showcasing collaboration and connected thinking as the showstoppers that fuel Storyscaping.