This article from McKinsey Quarterly talks about storytelling and engaging customers. You will have register in order to read the whole article, but it is free and worth doing.
https://www.mckinseyquarterly.com/Marketing/Digital_Marketing/The_power_of_storytelling_What_nonprofits_can_teach_the_private_sector_about_social_media_2740
Wednesday, February 9, 2011
McKinsey Quarterly artilce about storytelling and engaging customers
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