What is a story? The shortest story is: For Sale: Baby Shoes. Never Worn. By Ernest Hemingway.
The difference between storytelling and online storytelling: in online storytelling you have lots of tech tools to tell your story. (YouTube is the number 1 way to tell and sell stories.)
Why stories? Because our brains like them, says Joep. We can remember stories and a good story touches us. Therefore authenticity is key in stories. Joep points to several examples of 'stories' and stories on the web.
Joep finished his breakout by sharing different types of stories, like a scenario and synopsis. And examples of the tools that companies can use to tell stories, like infographics, video and photo.
When there is perfection there is not story to tell (Ben Okri).