Nowadays, every person and their dog has remortgaged their sub-prime home in order to purchase a bandwagon so that they may jump upon it.

Seriously though, your starting point is in learning about the principles of the concept. How do you tell a 'corporate' story?

If memory serves me well, the trend for this gained momentum at the tail end of the last century with a paper in Harvard Business Review (doesn't it always?). As I recall, organisations like IBM created, well, to be honest, they invented, functions for 'Corporate Storytellers' and such like.

A bit of poking and digging around in the business and management fields should prove fruitful in this area.

Syzygy

[edited by: Syzygy at 2:58 am (utc) on Jan. 1, 2009]

For the duration of at least a decade now the concept of corporate storytelling has been gaining ground in the minds of business leaders worldwide.

I agree, if you read Daniel Pink's book "The Whole New Mind" he discusses this trend and others that are affecting businesses. I would also do a Google search for "Doug Stevenson" he is a professional speaker that specializes in training people to tell better stories. Finally, I would do a search on Amazon for books on story telling and definitely read the reviews because some books are great and some suck. I have gone through this process myself in the last year and found a lot of great information and resources from the methods I just cited.