Storytelling is a tradition that humanity has used since the invention of language. It dates back as far as we can trace spoken communication. Before we had words, we used pictures to express what was happening in the world.
Today we are totally overwhelmed with the expressions of storytelling 24/7. The streaming services are delivering fiction and documentaries and games in a scale that is unprecedented. And we have an access like never before. The average time we are watching storytelling worldwide is 1 hour and 42 minutes. So we have a constant relationship to multiple media that deliver mesmerizing storytelling all the time, every hour, every day, every week, every month, every year, day in and day out.
So, what conclusion can we draw from this?
• We love stories so much that we can hardly wait for the next episode, the next chapter, the next…
• We connect with the world and ourselves through TV series, movies, documentaries, and video games.
• We understand ourselves and our world better when we see our own lives played out in the form of a story.
• Storytelling is undeniably a part of our lives, our culture, and even our DNA.
A Story That Defines Relationships
One of the greatest films ever made is Who’s Afraid of Virginia Woolf from 1962. The play was written by Edward Albee for the stage and premiered at the Billy Rose Theatre on Broadway. It ran for 664 performances before being adapted for the screen in 1966 by director Mike Nichols, starring Richard Burton and Elizabeth Taylor as the famous couple, Martha and George.
The original play was 3 hours long and the theme of this play examines the complexities of the marriage of middle-aged couple Martha and George. It was difficult to get money to produce the film because of that story. Who wants to see a middle age couple quarreling about their miserable marriage for three hours. And the director Mike Nichols wanted to do film in black and white which turned the producers off even more.
So the producers didn’t think it was going to become a success. But they were wrong—dead wrong. The film became a massive success. Why? Because audiences deeply connected with the struggles of the characters, seeing reflections of their own lives in them.
Edward Albee wrote a play that we today call a classic, a play which defines the difficulties in having a love relationship, the hardship, the loss, the pain and the love, that all exists within us. The play has so much truth and substance so it’s difficult not to get involved even if it’s more than 60 years ago it opened up on Broadway.
When Stories Shape Society
In 1973, Ingmar Bergman faced financial difficulties and decided to create a TV series about marriage. He had to make it quickly, cheaply, and with a small crew, so he shot it in his own home on an island in the Baltic Sea. “Scenes from a Marriage” was born.
The series became a stunning international sensation. When it aired on Swedish television in 1973, there were only two channels in the country, meaning that half of Sweden’s population watched all six episodes. After the final episode, the country’s divorce rate skyrocketed.
Regardless, Scenes from a Marriage became a global phenomenon, affecting families all over the world.
What does this tell us? We love stories that include pain and suffering. It’s not just a melancholic Swedish trait—it’s a universal human experience, like gathering around a fire in a modern context.
So stories seem to be in the core of our being. If they are true we seem to love them however painful they may be.
2021 HBO did a remake of “Scenes from a Marriage” which also was hugely successful. A story that is true holds up to the scrutiny of time.
Business and Storytelling
For the past 30 years, I have worked at an executive level with both Swedish and global companies. I have gained insight into many different industries, organizations, products, cultures, and customers. They all have one thing in common: a deep insecurity when it comes to storytelling and how to articulate their own narrative.
Why? Lack of experience, maturity, and knowledge.
In art, there is always a pursuit of truth. In business, the opposite often seems to be the case—there is always something to hide. This isn’t the whole truth, but it is a part of it.
The best businesses have something valuable to offer. If we decide we want it, we buy their product. It’s quite simple, isn’t it?
Take IKEA, for example. When you move into your first home, you need essential items—kitchenware, cleaning supplies, furniture, storage solutions, comfortable chairs, a sofa, and decorations that bring joy. Ingvar Kamprad saw this need and created a story about how anyone could build a beautiful home without being a millionaire.
He replicated that story across the world with logistical precision. A hardworking man from one of Sweden’s poorest regions became the country’s richest person by building an industry that provided affordable home furnishings to everyone. Every IKEA employee knows Kamprad’s story by heart—which is rare in business.
IKEA employs 170,000 people, operates 473 stores in 63 countries, and generates €45 billion in revenue. They sell 12,000 different products. It could be a logistical nightmare, but IKEA stays on top of it. Why? Because they know their story. Not just the big picture—they know the details. Not just the main characters—they know the supporting roles. They also know their obstacles, what can go wrong, and the challenges ahead. That’s why they continue to grow and remain relevant in the market.
Looking to the future, what will their biggest challenge be in the next decade or two? Climate change. If they truly believe in their values, they must develop their company in harmony with environmental sustainability. The key question they face is: Can we remain relevant while producing 12,000 different items for 473 stores in 63 countries without harming the planet?
This is a full-circle story—it considers the past, the present, and the future. It’s like a script with a major cliffhanger: Will they make it or not?
The Importance of Truth in Business
When working with storytelling in business, it is crucial to stay true to the facts. If the story doesn’t hold up to scrutiny, the business will not survive—perhaps in the short term, but not in the long run.
Take Northvolt, for example. When they built their electric battery company in Sweden, you could sense when they started drifting away from their true story and instead tried to shape a narrative they thought people wanted to hear.
When executives try too hard to appear confident, something is usually wrong. First, there were workplace accidents. Then, people died. Yet, according to the company’s communication manager, everything was “under control.” More accidents followed, more workers lost their lives, and Northvolt attracted increasing attention. Eventually, they fell silent—like someone pressing the mute button on a remote control.
Four weeks later, the company entered restructuring. Five weeks after that, they went bankrupt. When the main owner and former CEO was asked how he could walk away from a bankrupt company with 200 million SEK, he replied, “That’s a stupid question.”
Truth Is the Golden Rule
As seen in the stories at the beginning of this text, truth is never a disadvantage. On the contrary—it is the golden rule.
If you want to build a prosperous business, you need to know the truth about your product, your market, your customers, your competitors, and the world you operate in. If you do, you will have far greater possibilities to create the company you truly want.
Sometimes, building a business is difficult because your product is weak. Other times, you have something great that customers genuinely desire.
One of Northvolt’s biggest mistakes was underestimating the time and money required to build large-scale battery production. That was a missing link in their story.
