{"id":7633,"date":"2026-04-21T12:25:45","date_gmt":"2026-04-21T12:25:45","guid":{"rendered":"https:\/\/aomtodayprod.wpenginepowered.com\/?p=7633"},"modified":"2026-04-21T16:25:49","modified_gmt":"2026-04-21T16:25:49","slug":"crafting-your-own-narrative-through-the-art-of-storytelling","status":"publish","type":"post","link":"https:\/\/www.aom.org\/today\/crafting-your-own-narrative-through-the-art-of-storytelling\/","title":{"rendered":"Crafting Your Own Narrative Through the Art of Storytelling"},"content":{"rendered":"<p>By <a href=\"https:\/\/www.aom.org\/today\/author\/marlana-hufstetler\/\" target=\"_blank\" rel=\"noopener\">Marlana Hufstetler<\/a><\/p>\n<p>Whether you\u2019re an entrepreneur bootstrapping a startup or an established company advertising a new product, audience engagement is a key to success. According to Academy of Management Scholar<a href=\"https:\/\/www.aom.org\/today\/tim-pollock\/\" target=\"_blank\" rel=\"noopener\"> Tim Pollock<\/a> of the University of Tennessee-Knoxville, how businesspeople use language matters, and storytelling is a crucial skill that can do just that.<\/p>\n<p>Successful storytelling helps people to engage their target audience and paint a convincing picture capturing the uniqueness or value proposition of a product, service, person, or organization.<\/p>\n<p>\u201cYou need to be able to identify who\u2019s the protagonist in the story,\u201d Pollock said. \u201cIt\u2019s not going to necessarily be the person that you\u2019re targeting, but it\u2019s going to be what you\u2019re writing about.<\/p>\n<p>\u201cSo, the protagonist might be the product or the service that you\u2019re offering,\u201d he said.<\/p>\n<p>According to Pollock, successful marketing, advertising, or pitching involves creating a dramatic narrative that appeals to the emotions of the target audience, giving them a reason to consider why your business\u2019s service or product should be their solution of choice. Pollock compared successful marketing to Freytag\u2019s Pyramid, a five-part storytelling framework: exposition, rising action, climax, falling action, and denouement.<\/p>\n<p>\u201cThe exposition is providing that background information and then there\u2019s usually an inflection point where the rising action starts,\u201d Pollock said. \u201cThe rising action builds the tension, and the climax is the point of maximum tension.\u201d<\/p>\n<p>\u201cThat\u2019s where we find out the answers\u2014the solutions to the problem that we have set up that our protagonist was facing,\u201d he said. \u201cIf you\u2019re just throwing out facts and numbers and statistics, that\u2019s not telling the story.\u201d<\/p>\n<p>\u201cYou want to weave those into a narrative with a clear character, and then the audience can see not just how the protagonist is moving, but also showcasing their product or service in a way that demonstrates how they\u2019re going to benefit from it.\u201d<\/p>\n<p>However, the power of storytelling applies to many domains outside of marketing campaigns and advertising targeting segments of consumers. Providing a dramatic narrative to call attention to a business\u2019s product or service could also lead the way to finding investors, in the case of a startup, boost the stock price, in the case of public companies, or get a project approved by upper management.<\/p>\n<p>\u201cWhat role can the audience play in this journey?\u201d Pollock said. \u201cIt might be providing you funding, getting them to develop products you want, encouraging them to become part of your movement, or whatever it may be that you\u2019re trying to accomplish.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Marlana Hufstetler Whether you\u2019re an entrepreneur bootstrapping a startup or an established company advertising a new product, audience engagement is a key to success. According to Academy of Management Scholar Tim Pollock of the University of Tennessee-Knoxville, how businesspeople use language matters, and storytelling is a crucial skill that can do just that. Successful [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":8486,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20,71,21,75],"tags":[],"sp_smart_badges":[],"ppma_author":[840],"class_list":["post-7633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-careers","category-communicating","category-innovation","category-investors"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Crafting Your Own Narrative Through the Art of Storytelling - Academy of Management Today<\/title>\n<meta name=\"description\" content=\"Whether you\u2019re an entrepreneur bootstrapping a startup or an established company advertising a new product, audience engagement is a key to success. 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He has written extensively about psychology, healthcare, and public policy for The <em>New York Times, The Washington Post, Slate, The Daily Beast, Vice, CityLab, Men\u2019s Health, Mental Floss<\/em>, <em>The Financial Times<\/em>, and other prominent publications (as well as a lot of obscure ones). He has also written podcast scripts. His journalistic heroes include Jon Ronson, Jon Krakauer, and Norah Vincent.\r\nBefore he went freelance, he was an editor at <em>The Houston Press<\/em> (which is now a scarcely staffed, online-only publication) and at <em>The Fairfield County Weekly<\/em> (which is defunct).\r\nIn addition to journalism, he has done a variety of writing, editing, and promotional development for businesses and universities, including the University of Pittsburgh and Carnegie Mellon University, and individuals who needed help with writing projects."}],"rttpg_featured_image_url":{"full":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-scaled.jpg",2560,1707,false],"landscape":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-scaled.jpg",2560,1707,false],"portraits":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-scaled.jpg",2560,1707,false],"thumbnail":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-150x150.jpg",150,150,true],"medium":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-300x200.jpg",300,200,true],"large":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-1024x683.jpg",800,534,true],"1536x1536":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-2048x1365.jpg",2048,1365,true],"owl_elementor_thumbnail":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-600x400.jpg",600,400,true],"owl_elementor_team":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-350x450.jpg",350,450,true],"owl_elementor_testimonial":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/04\/Diverse-Young-Filmmakers-Camera-Videography-Advertising-Production_cropped-100x100.jpg",100,100,true]},"rttpg_author":{"display_name":"Nick Keppler","author_link":"https:\/\/www.aom.org\/today\/author\/nick-keppler\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/www.aom.org\/today\/category\/careers\/\" rel=\"category tag\">CAREERS<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/communicating\/\" rel=\"category tag\">COMMUNICATING<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/innovation\/\" rel=\"category tag\">INNOVATION<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/investors\/\" rel=\"category tag\">INVESTORS<\/a>","rttpg_excerpt":"By Marlana Hufstetler Whether you\u2019re an entrepreneur bootstrapping a startup or an established company advertising a new product, audience engagement is a key to success. According to Academy of Management Scholar Tim Pollock of the University of Tennessee-Knoxville, how businesspeople use language matters, and storytelling is a crucial skill that can do just that. Successful&hellip;","_links":{"self":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts\/7633","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/comments?post=7633"}],"version-history":[{"count":1,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts\/7633\/revisions"}],"predecessor-version":[{"id":8476,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts\/7633\/revisions\/8476"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/media\/8486"}],"wp:attachment":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/media?parent=7633"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/categories?post=7633"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/tags?post=7633"},{"taxonomy":"sp_smart_badges","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/sp_smart_badges?post=7633"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/ppma_author?post=7633"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}