Unpopular Opinion: The Word “Storytelling” Doesn’t Belong in Your Title or Job Description
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Originally published on my Substack, Marketing With Margin — subscribe here
These days, it feels like everyone is a “storyteller.”
Marketers, CEOs, UX designers, copywriters, founders, even baristas on LinkedIn - everyone is a storyteller. I get the allure to use it to describe what you do, especially when we’re trying to differentiate ourselves from AI, but it's a buzzword that's gone from meaningful to meaningless.
So, in my opinion, unless you're actually writing stories, like in fiction or screenplays, “storytelling” doesn’t belong in your title or job description.
The case for why:
“Storytelling" is vague.
It sounds poetic. It sounds emotionally intelligent. It sounds like…what you do, right?
Not really.
According to Merriam-Webster, a storyteller is a teller of stories, such as:
a: a relater of anecdotes
b: a reciter of tales (as in a children's library)
c: liar, fibber
d: a writer of stories
Most of these err on a literary or entertainment definition. As for “relater of anecdotes,” business content isn’t anecdotal - it’s structured, purposeful communication meant to inform, persuade, or elicit action. Anecdotes might support a message, but they’re rarely the message.
It’s better to be specific. Are you a writer? A content strategist? A brand marketer? A speaker? A screenwriter?
People hire for outcomes, not vibes.
“Storytelling” is a soft skill.
“Storytelling” is a soft skill, like “hard worker” or “team player.” It’s essentially meaningless and hard to measure. It has become a weighted blanket for more tangible, valuable skills:
Persuasive writing
Clear thinking
Audience awareness
Emotional intelligence
Structured communication
When we lump all of these desirable skills under the vague umbrella of “storytelling,” we do ourselves (and our clients or teams) a disservice. We hide the real value behind a fluffy word.
Businesses don’t need storytellers. They need someone who can:
Write with precision and purpose
Understand what your audience actually cares about
Frame information for clarity and retention
Cut the poetic scenery, and get to the good stuff
In other words, we need clear and effective communicators.
These skills are measurable, coachable, and essential. When you name them directly, you highlight your expertise. When you call it “storytelling,” you dilute it.
"Greenlights" storytelling.
The word “storytelling” always makes me think of Matthew McConaughey’s Greenlights. It’s storytelling at its best - entertaining, cinematic, and philosophical in an outlaw-poet way.
But most of us aren’t trying to write the next Greenlights. We’re trying to help people understand, buy, or believe in something. We’re writing content, landing pages, emails, and pitch decks designed to convert or nurture.
Storytelling is often appropriate in these assets, but the overall goal is to communicate effectively.
Use your words strategically.
Let’s substitute “storyteller” with clearer, meaningful descriptions, shall we?
“Brand Storytelling” ➡️ “Brand Strategist,” “Content Marketing Manager”
Real skills: brand positioning, editorial planning, copywriting
“Chief Storyteller” ➡️ “Head of Brand and Communications,” “Executive Communications Director”
Real skills: Executive communications, content strategy, P/R/media coordination, public speaking
“Storytelling Coach” ➡️ “Writing Coach,” “Presentation and Messaging Consultant”
Real skills: Personal branding, presentation coaching, confidence building, and mindset work
“Content Storyteller” ➡️ “Content Strategist,” “Writer/Copywriter”
Real skills: long- and short-form writing, SEO and keyword strategy, audience research
“Marketing Storyteller” ➡️ “Marketing Strategist,” “Brand Marketing Specialist”
Real skills: email, social, and ad copywriting, messaging and positioning
“Visual Storyteller” ➡️ “Video Producer,” “UX or UI Designer”
Real skills: UX, motion design or editing, creative direction
Use descriptions that communicate your value - they’ll stand out far more than “storyteller” ever will.
‼️ Disclaimer: If you are Brene Brown, you get a pass.
Final Campfire Thoughts
If “Storyteller” works for you and you’ve had no problems communicating what you actually do, s’more power to you.
But if you’ve had trouble finding work or continually have to explain further what you do, perhaps it’s time to consider a title change. Also, if you’re a “storytelling coach” and you aren’t Matthew McConaughey, I’ll leave that there.
Did you enjoy this post?
Who am I to write this post?
I’ve been a writer or marketer of various titles for almost 2 decades. I love looking at current business trends, and in the era of AI, I see “storytelling” being pushed as the golden ticket to help us stand out.
What do you think?
