QUOTE : A recurring trend from several past reports is the idea of Backstorytelling, which I have been writing about and teaching for more than a decade. For the past 15 years as a strategist and speaker, I’ve been a passionate ambassador for the importance of brand storytelling. I have created and taught a graduate-level course in business storytelling at Georgetown University. Stories are a powerful tool because the human brain is more inclined to pay attention to an engaging narrative than to a bunch of facts. Knowing this, brands are trying to win our attention and earn our trust by sharing their back stories and vulnerabilities.