Corporate storytelling is a trend with staying power, probably because stories themselves have staying power. Companies are recognizing and tapping into stories as a means of engaging and inspiring loyalty in their employees and customers. As a result, the title "chief storytelling officer" is becoming more prevalent (do a search on LinkedIn and you'll find an ever-increasing number of people with this title). But instead of developing compelling narratives to promote their company's products and services (otherwise known as marketing), these executives are frequently tasked with shaping and telling an organization's "story" to its own employees.