I talk a lot about storytelling for brands and businesses.

Your message and values are best expressed in a way that people will remember, and one great way of doing this is by creating stories.

But it's important to remember that the story isn't the end goal.

There needs to be a message or a point, otherwise all you have is meaningless fluff.

The story packages up your idea or message in a way that people will understand.

You could say that the story is the 'spoonful of sugar to help the medicine go down'.

So, I think we shouldn't obsess over the idea of storytelling.

What's important is the message, the idea and the lasting impression that people have in their minds.

Message first. Story second.

Always.