The type of storytelling may not matter because the platforms people use to communicate can change rapidly. The key is to develop “the ability to write well, the ability to express ideas clearly, and the ability to present ideas using data, infographics and slideshows,” Galloway said.
Mr. Galloway is a marketing professor at New York University's Stern School of Management and founded L2 Inc. in 2005. This research project grew into a business intelligence consultancy that helps brands learn how to market to audiences online. IT business consulting firm Gartner reportedly acquired L2 in 2017 for more than $130 million, according to regulatory filings.
Now, in his brand strategy and digital marketing course, he explains how brand storytelling can directly contribute to or hurt a brand's success. The importance of storytelling, especially for young people, is why he shouldn't rely solely on generative artificial intelligence tools like ChatGPT – not now, and not in the future, Galloway said. .
“I don't know if there will be a neural network that will replace ChatGPT in five years. I don't know if coding will become obsolete,” he said.
Management experts agree. Understanding AI is important, but it's not the only skill you need to succeed at work. Employers want to hire candidates with a combination of soft and hard skills, such as analytical thinking, creative thinking, leadership skills and curiosity, according to a report from management consulting firm Oliver Wyman earlier this year. That's what it means.
As for another piece of advice, Galloway says: No matter what's going on around you, finding a way to become an expert in your field is a good way to succeed.
“Specific elements crowd out general elements,” Galloway says. “Find your niche, no matter how narrow it is, and try to own it. I promise you you'll become one of the most knowledgeable people in the world about it…don't do it. And you'll never be an expert at anything.'' You won't enjoy it. ”
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