Art & science of storytelling

How to channel ideas that engage audiences

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I'D WAGER THAT everyone loves stories. And yet, not all of us are compelling storytellers. But does that mean you can't create-or narrate-stories? That's where Ravishankar Iyer's 374 pages can help. Story Rules, which was "born over a cup of Irani chai and warm bun maska" in 2024, appears daunting at first glance. However, once you overcome trepidation, and get used to the structure of what appears to be an academic textbook but isn't (by the author's own set of disclaimers) this is likely to become your go-to companion for a range of stories. As one who has attended storytelling workshops, and has crafted a few, I found this book immensely useful.

From the written to the visual, from much-maligned data-heavy PowerPoint presentations to humorous hooks, Ravishankar Iyer lays out a plethora of navigational aids for a range of audiences. Indeed, he starts by emphasising the criticality of knowing your audience so well that you understand what can motivate them, and what could lead to rejection while pitching anything. Having spent years in advertising, I have seen how slipping up here can derail everything, regardless of how well prepared you are: indeed, it is tragic to see startup founders mass-mailing funding pitches to VCs without even trying to target or tailormake their presentations.