Are you sure you know what a story is?

For this edition, I'd like to dive into the art of storytelling—a powerful force older than the written word itself. As I usually argue, storytelling isn’t just about passing information from one person to another. It’s how cultures survive, how values endure, and how we, as humans, make sense of ourselves and the world. In an era overflowing with "content," where every scroll bombards us with words, images, and sounds, a genuine story has become something rare, even sacred.

But, really—what is a story?

At its core, a story is a structure that frames the chaotic mess of human experience into something meaningful. It’s like a compass that gives direction to ideas, emotions, and memories. Unlike mere content—which often aims for quick engagement or SEO ranking—a story has a heartbeat. It invites us in, draws us along a path, and leaves us changed by the end.

Let me break it down a little more. Cliche, but a story usually has a beginning, a middle, and an end—but that’s just scratching the surface. A true story holds tension. There’s something at stake, even if it's only in the smallest, most personal sense. Maybe it’s the struggle of someone fighting against the odds or the quiet resilience of a character learning to accept loss. A story doesn’t always need big heroes or grand plots; it just needs something that makes us feel, that resonates. And that’s precisely what most “content” lacks: a pulse.

But why should stories be told? Can’t we just get by with information and facts? After all, content writing is efficient, easy to consume, and quick to produce. But here’s the rub: the human brain isn’t wired for isolated facts and hollow texts; it’s wired for connection, for narrative. Neuroscience even backs this up—stories activate areas in our brains responsible for empathy, memory, and even processing sensory details as if we’re living the experience ourselves. Content may keep our minds busy, but stories keep our souls engaged.

Imagine you’re explaining something important, let’s say a major life lesson. You could list out five bullet points with advice, or you could share a story about a moment when you personally encountered that lesson. Which one do you think would leave a lasting impact? Exactly. It’s why our ancestors shared wisdom through fables and myths instead of encyclopedias.

The ancient Sumerians weren’t writing content; they were crafting epic poems like the Epic of Gilgamesh, which told of human longing, loss, and the quest for immortality. Those stories survive to this day, not just as relics but as beacons of human truth. Content, on the other hand, fades with time. It’s often replaceable, disposable.

In the world of business, the value of storytelling over content becomes even more evident. Think of brands that people don’t just buy from but feel connected to—Apple, Nike, Patagonia. These companies don’t just sell products; they tell stories of creativity, triumph, and social responsibility. Their customers aren’t just audiences; they’re participants in a shared narrative. This creates brand loyalty that no cleverly optimized content piece could match.

Let’s not overlook the fact that stories also have a peculiar way of making complex ideas digestible. Consider explaining climate change to a young child. Listing out the scientific principles, statistics, and models might only lead to glazed eyes. But tell a story about a polar bear on a shrinking ice floe searching for food, and suddenly, you have their attention. Stories humanize complexity—they’re like bridges that carry heavy ideas across wide gaps in understanding.

There’s also an undeniable intimacy to storytelling. When someone shares a story, there’s an unspoken agreement of trust: "I’m going to let you into this experience, and I trust that you’ll understand or at least listen." It’s this vulnerability, this humanness, that transforms stories from mere descriptions into shared experiences. Good stories make us nod in recognition; great ones make us laugh, cry, or ponder in silence. They open the door to empathy and allow us to see the world through someone else’s eyes.

But let’s be honest—telling a story well is no easy feat. It's an art, one that requires a dash of courage, a slice of authenticity, and a good amount of skill. Not everyone is a born storyteller, but everyone has the potential to tell a story that matters. The key is to find what resonates with us personally. That rawness, that truth, is what sets a story apart from polished content that only scratches the surface.

Now, storytelling might seem like it’s having a renaissance, with brands, influencers, and thought leaders all clamoring to share their "story." And while it's true that storytelling has found its place in the digital landscape, we should remember that a story isn’t just a catchy narrative—it’s a mirror, a memory, a glimpse of possibility. For a story to be compelling, it has to be told because it needs to be told, not because it’s a trend or a marketing tactic.

In the end, storytelling over content writing isn’t just a preference; it’s a revolution. We’re all tired of the noise, the constant hum of meaningless information. What we crave are stories that make us pause, that make us feel connected to something beyond ourselves. Stories that linger, that become a part of who we are, even if only in the smallest way.

So next time you have a choice between writing content and telling a story, ask yourself: does it have a heartbeat? Will it make someone feel less alone, more understood, or more inspired? Because in a world where information is abundant but meaning is scarce, a story isn’t just worth telling—it’s essential.