The future of storytelling according to Lattitude
What do you do if you want to show potential clients you know a lot about digital communication and creating engagement? Right: you show it all by doing so yourself. A lot of consulting firms are behaving accordingly - maybe even we - but some are doing it better an smarter.
So we came across this nice example in our field of expertise, digital storytelling. Lattitude, a US consultancy based in Massachusetts, created this rich platform dedicated to a quest on the future on storytelling. The company describes itself as a provider of creative research and unexpected knowledge for leaders in content, technology and learning.
The Future of Storytelling offers some illuminating insights on what good storytelling might be. "How would you like to experience your favorite stories in the future?", they ask us. Lattitude claims its goal has been to uncover new, tech-driven possibilities for stories to impact audiences more deeply than ever, by blurring the distinction between the “story-world” and “our world.”
"We want stories to offer different perspectives, inspire us to live better, and maybe even change the way we think about brands", is their claim.
The Lattitude people did some research and came up with a few key principles (The 4 I’s of Storytelling: Impact, Integration, Interactivity and Immersion) and an interesting breaking-up of audiences in four archetypes (Seekers, Relators, Realist, Players). Thus creating a matrix model for content creators. Engagement is created here: you can find out to what archetype group you belong by filling out a small survey.
Lattitude claims their goal is that content creators will begin to embrace the notion that audiences want interesting cross-platform narrative experiences—that the desire isn’t as niche as some might think. Innovative storytelling isn’t just for fantasy and sci-fi; there are exciting new opportunities for news creators and even retailers to use storytelling principles to engage people more deeply.
We couldn't agree more.