Marc voland

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Luke Skywalker, Han Solo and Yoda - my penchant for stories clearly began with Star Wars. I can't remember the exact details, only that - in my early teens - I had an "aha" moment. Something happened here that moved me. Of course, back then I didn't know the narrative algorithms behind a story; purely intuitively, I felt the power of the story (until Disney destroyed it with their follow-up movies).

Good stories move. They move especially when they carry a connectable message: the central idea as it is called by US screenwriting expert Robert McKee. We call it the core story of a company. And just as the central idea is the common thread of a blockbuster, the core story runs like a red thread through the communication - in the best case, but also the strategy - of a company. The core story answers two central questions: What does the company actually stand for? And: what does the company actually want to stand for in the future? Science fiction comes into play. Storytelling. Star Wars again. Stories can be used to outline future developments and show companies possible future scenarios. And that's what fascinates me about stories: They are the universal key to so many doors. Let's open them together.