The Solution? Storytelling.

Everyone’s talking about curation. I danced inside when I found this from Frank Chimero:

Curation is storytelling.

Continuing with the theme, I wanted to share some quotations from a case study in the Communication Arts archive. There are many other insights there, of course.

Jennifer Walsh, GE’s Digital Media Director:

I have an unfailing belief that great content is essential. The experience is only as good as the story you are telling. We’re a complicated high-tech company, but to be understood, you don’t need complicated high-tech messaging. We use the concept of innovation to look at our people, our technology, and the impact they make in the world. We want to tell stories in the first-person for maximum impact.

Monique TeSelle, Frog Design:

The site represents our obsession with brand. We’ve had a unique relationship with GE and that’s influenced our approach. We’ve been meticulous about updating, upgrading and retiring content. It’s not like we’re creating templates and running away. We have a vested interest in keeping this alive.

Seriously, this has been the week from hell. These people make me happy to be alive.