Week 4- Programme Design Principles: Storytelling and the Experience Wave

what is storytelling?

Storytelling is the process of using truth and narrative to relate something to the audience. Some stories are real, and some are designed to explain the main message better.

Storytelling is a form of art that is institutionalised over time in the culture of any society.

Why? Because stories are a universal language that everyone – regardless of dialect, city, or heritage – understands and comprehends.

parables- teach moral codes, such as fables e.g. Tortoise and the Hare, or the Good Samaritan


Oral history- history that is passed down speaking, us telling stories, rather than writing them down, sometimes they are more original when speaking rather than writing it down


•Storytelling is how humans make sense of the world and their experiences. We use it to create meaning out of the things that happen to us, to share the lessons we’ve learned and the feelings we have.


  • Stories take us on a journey inside our imaginations, allowing us to explore places and situations we may never encounter in real life.

  • Stories unite people around a shared narrative and allow us to stand in the shoes of others, thereby spreading understanding and empathy.’



Storytelling in business:

What value does storytelling add?

§Antchak & Ramsbottom (2020)

§Rossman & Duerden (2019)

§Escalas (2004) & Rosen (2000)


USE THESE for the assignment


We like brands, e.g., heritage brands, because they are so old and will be more trusted by the consumer

  • This does not necessarily mean anything

  • CSR - stands for corporate social responsibility, can change the narrative of a company

Changing the narrative- e.g. Bexhill light festival, Bexhill isnt a nice place its dark and dangerous, now this light festival happens in the dark it has changed the narrative


Exposition- the start of your experience, e.g. hearing from it


The experience wave:


•Offers opportunities to consider different stakeholders and their level of involvement

•Is a conceptual approach to how the event experience will unfold

•Considers the customer’s perception of, and reaction to, their journey through the event.

•It is underpinned by Lefebvre( 1991); Pine & Gilmore and creativity/experiences of event planners.

•Combines content/programme and the physical environment


  1. start is always fun