Harnessing powerful storytelling: A new framework to measure the method behind the magic

US cable sports channel ESPN created a new storytelling framework to determine whether measuring its effectiveness could directly influence business growth.


"We are the only animal with the mysterious glue that enables millions of us to cooperate. That mysterious glue is made of stories, not genes."

Yuval Noah Harari, Sapiens

Stories are a fundamental part of the human experience. The sports world creates some of the best stories as drama is built-in and the main characters resonate at both a personal and societal level, with the ultimate hero's journey playing out in rea

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