The Impact of Storytelling on Innovation Success

Abstract

Overview: Storytelling is critical to innovation success, yet most innovators are not equipped to wield it effectively. In this study, we assessed the impact of storytelling on innovation success. Our study revealed that innovators spend 30 percent of their work week storytelling, yet most don’t do so efficiently or effectively. We present the importance, impact, return on investment, and best practices of innovation storytelling, which companies can leverage to increase strategic alignment, team collaboration, and market success.

Keywords:

• Innovation storytelling
• Strategic communications
• Innovation management
• Innovation culture
• Pitch

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Kathryn Trauth Taylor

Kathryn (Katie) Trauth Taylor is CEO and founder of Untold Content and Narratize AI, where she leads the design and implementation of evidence-based methods that empower leaders, managers, and innovators to leverage the power of story to accelerate innovation. She has led strategic innovation narratives and served as a senior content strategist within fast-growth tech startups and Fortune 500 companies, including Boeing, NASA, Hershey, Sunoco, AAA, IFF, Dupont, Edgewell, Cincinnati Children’s, Argonne National Lab, Crossover Health, Parsley Health, Omada, Physera, US Department of Veterans Affairs, Millennium Challenge Corporation, World Food Forum, and the United Nations. She has a PhD in rhetoric and composition from Purdue University, an MA in English and comparative literature from the University of Cincinnati, and BA in English from Thomas More College. [email protected]

Stephen Taylor

Stephen Taylor serves as chief innovation officer at Untold Content. He has a decade of university research and teaching experience and a decade of industry innovation and R&D experience. Before joining Untold, he served as technical manager of R&D at a global chemical company, where he designed new product development Stage-Gate processes from the ground up. With eyes for innovation and awards granted for scientific and technical presentations, he supports companies in leveraging the insights of their experts. He has a PhD in inorganic chemistry and a MBA from the University of Cincinnati, and a BS in chemistry from University of the Cumberlands. [email protected]

Kate Greulich

Kate Greulich is content director at Untold Content. She works with clients and creative teams to deliver exceptional content that is aligned with clients’ strategic goals. A former university educator, she has more than a decade of experience crafting high quality educational content for classrooms and museums to Untold. She holds a PhD in English literature, with specialties in science studies and visual culture, from Michigan State University. [email protected]

Meredith Singleton

Meredith Singleton is Untold Content’s chief strategy officer. She leads the strategic growth and development of Untold’s innovation storytelling support offerings, training experiences, and instructional design services team. With a PhD in technical and professional communication from the University of Cincinnati, she is also a senior content strategist and writer. She is an expert innovation storyteller and serves as one of the lead facilitators of the Innovation Storytelling Training experience. [email protected]

Catherine O’Shea,

Catherine O'Shea is chief operating officer at Narratize AI and Untold Content, where she manages teams, leading them through the Untold content development process and creating impactful content aligned with client needs. She has a MA in English and Comparative Literature from the University of Cincinnati and a BA in English literature and international studies from Thomas More College. She brings community-based participatory research experience and content creation expertise to the projects she manages, and innovative ideas into reality through strategic planning, reflective leadership, and commitment to mission. Building on best practices for content repurposing, revision workflows, and creative asset management, she inspires teams to bring creative vision and output to all of their work. [email protected]

Alicia Surrao

Alicia Surrao is chief creative officer at Untold Content. She leads the company’s creative teams in creating, planning, and delivering strategic visions for Untold and its clients. She oversees all creative efforts, including marketing, branding, and design. She earned her PhD in chemistry and nuclear forensics at the University of Cincinnati with a joint appointment at Argonne National Laboratory. Her unique technical background allows her to deeply and quickly understand Untold’s clients’ innovations and devise ways of using content and visuals to bring complex concepts to life. [email protected]