Storynomics: Story-Driven Marketing in the Post-Advertising World

by Robert McKee

Justin Smith, CEO of Bloomberg Media Group, said, “All business is bifurcated into two distinct worlds: the struggling traditional segment that longs for a simpler, more profitable past that will never return; and the vibrant, entrepreneurial segment that is reinventing commerce before our eyes.”

The difference between data and story is this: Data lists what happened; story expresses how and why it happened. Data compiles facts by quantity and frequency; story reveals the causalities behind and beneath those facts. Story eliminates irrelevancies, concentrates on dynamic change, and then reshapes factual subject matter into a structure that links events into chains of cause and effect, played out over time.