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The Art of the Narrative Arc: Why Marketers Must Learn to be Storytellers

Hal Conick

For years, storytelling has been the backbone of the best marketing campaigns. Now, as a surfeit of content drives engagement down and makes it difficult to be different, storytelling defines the marketer

“You seem strategic,” a manager told Rissa Reddan during a job interview, “but can you really execute an idea?”

Reddan, who worked as a marketing leader at PwC, listened to the question and realized she could answer with a story, something she had never done during a job interview.

“May I show you a picture?” she asked the manager.

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Hal Conick

Hal Conick is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at or on Twitter at @HalConick.