The World Knows Storytelling’s Power: Now Let’s Reclaim It for Our Families
Storytelling is one of the most fundamental human traditions—woven into our history, our cultures, and even our professional lives. From ancient oral traditions to modern digital media, storytelling remains one of the most powerful ways we share ideas, inspire action, and create connections.
And yet, despite its presence in nearly every professional sphere—branding, marketing, education, therapy, and entertainment—storytelling has become less common in one of the places it matters most: our families.
Others have recognized and capitalized on the immense power of storytelling. Now, it’s time for us to reclaim it—not for profit or persuasion, but for nurturing connection, fostering creativity, and passing down wisdom to the children we love.
Below, we explore the many ways storytelling is applied professionally—and why its return to family life is more important than ever.
Storytelling as Performance Art
If you search for “storytelling” online, most results will lead you to storytelling as a performance art. This category includes professional storytellers who memorize, refine, and perform stories for audiences.
From folk tales to theatrical productions, performance storytelling has been deeply rooted in tradition for centuries. Skilled storytellers use voice modulation, gestures, and even musical instruments to enhance their storytelling (1, 2).
Why it matters for families: While professional storytelling is captivating, it’s not the only way to tell great stories. Family storytelling doesn’t require a stage—just a willingness to share and connect.
Storytelling in Education
Storytelling has long been used in classrooms as an engaging way to teach and make lessons memorable. Studies have shown that students retain information better when it’s presented in the form of a story rather than dry facts.
Many educators use storytelling to make history come alive, explain complex scientific concepts, or introduce moral lessons. Librarians and teachers alike recognize that a well-told story can ignite curiosity and enhance learning (3, 4).
Why it matters for families: Storytelling isn’t just for classrooms—parents and grandparents can use it to make learning fun and meaningful at home.
Storytelling in Media & the Arts
At its core, every book, movie, TV show, song, and painting tells a story. Major companies like Pixar and bestselling authors emphasize that story structure is the secret to creating work that resonates.
Artists and musicians use storytelling to craft compelling narratives, whether through lyrics, paintings, or photography. Even journalists rely on storytelling to present news in a way that connects with audiences (5, 6, 7).
Why it matters for families: Instead of consuming stories passively, families can create their own—crafting bedtime tales, reimagining favorite stories, or even drawing out narratives together.
Storytelling as Therapy Tool
Storytelling isn’t just entertainment—it can also be a powerful tool for healing. Therapists and counselors use storytelling techniques to help people process emotions, navigate trauma, and build resilience.
This is especially true for children, who often struggle to articulate their feelings. By telling or listening to stories with themes of struggle and triumph, children can process real-life challenges in a safe and accessible way (8, 9, 10, 11).
Why it matters for families: Parents and caregivers can use storytelling to help children navigate fears, transitions, and difficult emotions.
Storytelling in Professional Development
In the corporate world, storytelling is a skill that can advance careers. Public speakers, sales professionals, and leaders use storytelling to make their messages more compelling and memorable.
From crafting the perfect elevator pitch to presenting data in a persuasive way, professional storytelling is highly sought-after and widely taught. Bestselling books like How to Win Friends and Influence People emphasize the power of using narrative to persuade, inspire, and connect with others (12, 13, 14, 15).
Why it matters for families: If storytelling can convince executives and inspire teams, imagine what it can do to strengthen family bonds and communication at home.
Storytelling in Branding & Marketing
Today’s most successful brands—Nike, Apple, and even small businesses—use storytelling to build emotional connections with customers. Marketing experts understand that a good story is far more persuasive than a list of product features.
Instead of selling a product, brands tell stories of transformation, adventure, and success. They craft compelling narratives that make customers feel personally invested (16, 17, 18).
Why it matters for families: If storytelling is powerful enough to sell sneakers and software, it’s powerful enough to bring families closer together. We can use storytelling to pass down family traditions, preserve memories, and strengthen generational ties.
Reclaiming Storytelling for Families
Storytelling isn’t just for professionals, businesses, or entertainers—it’s for all of us. While the world has found ways to use storytelling to persuade, sell, and teach, we must remember its most timeless and valuable application is nurturing deep connections within our families.
Through storytelling, we can:
Strengthen relationships with our children and grandchildren
Foster imagination and creativity
Pass down wisdom, values, and family history
Create shared moments that last a lifetime
Resources:
MacDonald, Margaret Read. The Storyteller’s Start-up Book : Finding, Learning, Performing, and Using Folktales Including Twelve Tellable Tales. 2005,
National Storytelling Network – National Storytelling Network. storynet.org.
Blatt, Gloria T. Once upon a Folktale : Capturing the Folklore Process with Children. New York, Teachers College Press, 1993.
Silke Rose West, et al. How to Tell Stories to Children. Boston, Houghton Mifflin Harcourt, 2021.
“The Art of Storytelling | Pixar in a Box | Computing.” Khan Academy, www.khanacademy.org/computing/pixar/storytelling.
Grohl, Dave. The Storyteller. Simon and Schuster, 5 Oct. 2021.
Shaun Smith. “Capturing the Art of Storytelling: Techniques & Tips.” Writers.com, 14 Sept. 2021, writers.com/the-art-of-storytelling.
Heuscher, Julius E. A Psychiatric Study of Fairy Tales : Their Origin, Meaning and Usefulness. Springfield, Ill, 1963.
Bettelheim, Bruno. The Uses of Enchantment. New York, Vintage Books, 1989.
Mellon, Nancy. The Art of Storytelling. Cambridge, Mass., Yellow Moon Press, 2003.
“Healing Story Alliance (HSA).” Healing Story Alliance, healingstoryalliance.org/. Accessed 14 Nov. 2023.
Carnegie, Dale. How to Win Friends and Influence People. 1936. Simon & Schuster, 2018.
Choy, Esther. LET the STORY DO the WORK : The Art of Storytelling for Business Success. S.L., Amacom, 2022.
Mckinsey, Dave. Strategic Storytelling : How to Create Persuasive Business Presentations. North Charleston, South Carolina, Createspace, 2015.
Smith, Paul. Lead with a Story : A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire. New York, American Management Association, 2012.
Miller, Donald. Building a Storybrand : Clarify Your Message so Customers Will Listen. [New York], HarperCollins Leadership, an imprint of HarperCollins, 2017.
Heath, Chip, and Dan Heath. Made to Stick. Random House, 2010.
Miri Rodriguez. Brand Storytelling : Put Customers at the Heart of Your Brand Story. London ; New York, Koganpage, 2020.
