Marketing
The one where I say Stefan Sagmeister is wrong
I absolutely adored this video of Stefan Sagmeister: “You Are Not a Storyteller.” Mostly because of the way he says “bullshit.” I defy anyone to tell me it is not the most lyrical pronunciation of an obscenity ever.
The premise of said video is Sagmeister taking exception to the concept that every creative professional is calling themselves a storyteller these days. “Why would you want to be a storyteller if you design roller coasters? Or if you are story telling, then the story you are telling is bullshit.”
I laughed. He’s still wrong.
I’ll admit, he made me chuckle. Content is king, it’s all about the story, what story are you trying to tell with this?, what’s our story?, I can help you tell your story. If you’re working in the design industry, you’ve heard all of those more than once. You’ve probably even said them.
But here’s where I differ from Sagmeister (okay, in addition to the wildly successful design life in New York City, shush): I freaking love that people are saying these things. I adore that professionals in other industries are currently obsessed with story. And I’ll tell you why.
Sagmeister suggests that the storytelling of roller-coaster design, for example, is “like this little itsy bitsy little thing, yes, you go through space, and yes, you see other spaceships, and yes, — that’s your story? That’s a fucking bullshit story, that’s boring.”
I object, sir! I object with the same fervor that I object to trolls who posit that art is not for everyone. Art is for everyone. Storytelling is art. And it’s not up to any of us to tell another person they’re not allowed into our tree fort.
Let’s define storytelling.
Of course, Sagmeister defines “storyteller” a bit more narrowly than I do: “people who actually tell stories, meaning people who write novels and make feature films…”
Wait, is he talking about someone who just writes novels or someone who’s had one published? Is self-published okay, or does it have to be through a house? Does it have to be Random House, or can it be the LLC down the street? Do you have to be on The New York Times’ best seller list before you can call yourself a storyteller?
So many distressing rules. Let’s have none of that.
Storytelling is simply organizing one’s thoughts around a theme. You put one thought next to another, you string them together in as coherent a way as you can, and voilà. You’ve told a story. You’ve gone through a creative process that leads to organized thought, and that’s amazing. The world needs more people who practice that. And if you say “Why?” then you need to practice organized thought more.
But doesn’t that belittle the word?
Sagmeister suggests that people have been lulled into thinking, “I’ve seen a lot of film, so I must be able to do one… oh, I’ve watched a philharmonic, that’s why I’m a virtuoso violin player.”
Yes? And? The world (including potential clients and first dates) will soon find out what you are capable of no matter what you call yourself. If I introduced myself as a professional violinist, it would take exactly two follow-up questions to ascertain that no, I am in fact not. Anyone who paid me to play the violin would very quickly regret it and never do it again.
If someone wants to pay you to tell stories — whether using design, film, or the written word — they will soon find out if you can. It’s not a skill you can fake.
Are some people better storytellers than others? Obviously.
Am I worried that designers who call themselves storytellers dilute the value of the word? Not a bit.
Anyone can choose to devote themselves to getting better at story, but not everyone will. The people who make a craft of it are identifiable, just as craftsmen are identifiable in every discipline. But if you have to prove you’re great at storytelling before you can call yourself one, I quit because Neil Gaiman is still out there being more awesome than I’ll ever be.
So no, Sagmeister doesn’t get to tell you you’re not a storyteller because your story is a “little itsy bitsy little thing” or because you don’t make feature films or because of some other arbitrary benchmark.
Go ahead. Say you tell stories through the sites you design.
For the record, I’d much rather ride a roller coaster designed by someone who thinks of themselves as a storyteller. Who doesn’t want to pretend they’re in outer space for a few seconds?
Comments ( 149 )
FrankieLar
May 14, 2025
https://tadalaccess.com/# cialis 80 mg dosage
Scottdroca
May 14, 2025
benefits of tadalafil over sidenafil: Tadal Access - how much is cialis without insurance
JosephTes
May 14, 2025
cialis online reviews [url=https://tadalaccess.com/#]Tadal Access[/url] cialis australia online shopping
Lorenhag
May 14, 2025
cialis 100mg: active ingredient in cialis - teva generic cialis
FrankieLar
May 14, 2025
https://tadalaccess.com/# max dosage of cialis
Scottdroca
May 14, 2025
how long does cialis take to work 10mg: cialis 20 milligram - price comparison tadalafil
JosephTes
May 14, 2025
cialis what is it [url=https://tadalaccess.com/#]Tadal Access[/url] tadalafil medication
Lorenhag
May 14, 2025
cialis shelf life: Tadal Access - cialis daily
FrankieLar
May 14, 2025
https://tadalaccess.com/# cialis free trial 2018
Scottdroca
May 14, 2025
cialis manufacturer coupon: how long does it take cialis to start working - cialis generic name
Lorenhag
May 14, 2025
cialis shipped from usa: Tadal Access - where to get free samples of cialis
JosephTes
May 14, 2025
maximpeptide tadalafil review [url=https://tadalaccess.com/#]TadalAccess[/url] purchase cialis on line
FrankieLar
May 14, 2025
https://tadalaccess.com/# cialis usa
Scottdroca
May 14, 2025
cialis sell: Tadal Access - what is the active ingredient in cialis
MatthewTom
May 13, 2025
can you buy generic clomid for sale [url=https://clomhealth.com/#]where buy clomid without insurance[/url] how can i get cheap clomid without insurance
Oscargef
May 13, 2025
PredniHealth: prednisone 80 mg daily - prednisone for dogs
Russellfeeve
May 13, 2025
PredniHealth: PredniHealth - prednisone over the counter south africa
MatthewTom
May 13, 2025
where to buy cheap clomid no prescription [url=http://clomhealth.com/#]where to buy generic clomid without insurance[/url] can you buy cheap clomid
Oscargef
May 13, 2025
6 prednisone: PredniHealth - prednisone online sale
Russellfeeve
May 13, 2025
amoxicillin for sale: generic amoxicillin cost - order amoxicillin online no prescription
MatthewTom
May 13, 2025
where to buy amoxicillin 500mg [url=https://amohealthcare.store/#]order amoxicillin uk[/url] Amo Health Care
Oscargef
May 13, 2025
over the counter prednisone pills: PredniHealth - where can i get prednisone
Russellfeeve
May 13, 2025
prednisone 5mg coupon: brand prednisone - average cost of generic prednisone
RogerCouct
May 13, 2025
https://amohealthcare.store/# amoxicillin 500 mg for sale
MatthewTom
May 13, 2025
can i purchase generic clomid pill [url=https://clomhealth.shop/#]Clom Health[/url] how can i get clomid price
Russellfeeve
May 13, 2025
fast shipping prednisone: PredniHealth - PredniHealth
RogerCouct
May 13, 2025
http://prednihealth.com/# PredniHealth
Oscargef
May 13, 2025
can i order generic clomid without dr prescription: can i order clomid pill - can you get clomid tablets
JudsonZoown
May 12, 2025
can you get clomid for sale: get cheap clomid for sale - can you buy cheap clomid without rx
Russellfeeve
May 12, 2025
1 mg prednisone cost: generic prednisone for sale - where can i get prednisone over the counter
RogerCouct
May 12, 2025
https://prednihealth.com/# buy prednisone canadian pharmacy
Oscargef
May 12, 2025
can you get clomid online: can i get generic clomid pills - can i buy clomid without insurance
MatthewTom
May 12, 2025
Amo Health Care [url=https://amohealthcare.store/#]ampicillin amoxicillin[/url] antibiotic amoxicillin
JudsonZoown
May 12, 2025
amoxicillin 500 mg cost: where can i buy amoxocillin - Amo Health Care
Russellfeeve
May 12, 2025
PredniHealth: buy prednisone 40 mg - PredniHealth
RogerCouct
May 12, 2025
http://clomhealth.com/# generic clomid without insurance
Oscargef
May 12, 2025
prednisone 10mg: PredniHealth - brand prednisone
MatthewTom
May 12, 2025
where can i buy cheap clomid without rx [url=http://clomhealth.com/#]can i buy generic clomid no prescription[/url] where can i get cheap clomid no prescription
JudsonZoown
May 12, 2025
prednisone 10mg canada: 1 mg prednisone daily - prednisone 2.5 mg daily
Russellfeeve
May 12, 2025
buy amoxicillin online without prescription: buy amoxicillin online uk - Amo Health Care
RogerCouct
May 12, 2025
http://clomhealth.com/# how can i get cheap clomid no prescription
Oscargef
May 12, 2025
Amo Health Care: Amo Health Care - Amo Health Care
JudsonZoown
May 12, 2025
PredniHealth: PredniHealth - PredniHealth
MatthewTom
May 12, 2025
PredniHealth [url=https://prednihealth.com/#]prednisone 10 mg daily[/url] how can i order prednisone
RonaldFOEFS
May 11, 2025
https://zipgenericmd.com/# discreet shipping ED pills
Albertoseino
May 11, 2025
FDA approved generic Cialis: FDA approved generic Cialis - Cialis without prescription
RobertKet
May 11, 2025
doctor-reviewed advice: legal Modafinil purchase - doctor-reviewed advice
Albertoseino
May 11, 2025
Viagra without prescription: secure checkout Viagra - safe online pharmacy
Jeremyfax
May 10, 2025
safe modafinil purchase: modafinil 2025 - buy modafinil online
LorenzoBlize
May 10, 2025
Viagra without prescription [url=http://maxviagramd.com/#]safe online pharmacy[/url] cheap Viagra online
RobertKet
May 10, 2025
best price for Viagra: no doctor visit required - best price for Viagra
RonaldFOEFS
May 10, 2025
https://modafinilmd.store/# modafinil pharmacy
RobertKet
May 10, 2025
verified Modafinil vendors: modafinil legality - legal Modafinil purchase
RonaldFOEFS
May 10, 2025
https://zipgenericmd.shop/# FDA approved generic Cialis
Albertoseino
May 10, 2025
generic tadalafil: order Cialis online no prescription - online Cialis pharmacy
Albertoseino
May 10, 2025
best price for Viagra: same-day Viagra shipping - no doctor visit required
Albertoseino
May 9, 2025
reliable online pharmacy Cialis: generic tadalafil - online Cialis pharmacy
RobertKet
May 9, 2025
secure checkout Viagra: trusted Viagra suppliers - fast Viagra delivery
RonaldFOEFS
May 9, 2025
http://modafinilmd.store/# doctor-reviewed advice
RobertKet
May 9, 2025
modafinil 2025: buy modafinil online - modafinil pharmacy
Jeremyfax
May 9, 2025
no doctor visit required: buy generic Viagra online - best price for Viagra
LorenzoBlize
May 9, 2025
buy generic Viagra online [url=https://maxviagramd.shop/#]safe online pharmacy[/url] secure checkout Viagra
RobertKet
May 9, 2025
online Cialis pharmacy: FDA approved generic Cialis - Cialis without prescription
Jeremyfax
May 9, 2025
no doctor visit required: legit Viagra online - Viagra without prescription
RobertKet
May 9, 2025
trusted Viagra suppliers: legit Viagra online - best price for Viagra
RonaldFOEFS
May 9, 2025
https://zipgenericmd.com/# buy generic Cialis online
Jeremyfax
May 9, 2025
generic tadalafil: best price Cialis tablets - FDA approved generic Cialis
LorenzoBlize
May 9, 2025
buy generic Cialis online [url=https://zipgenericmd.com/#]secure checkout ED drugs[/url] Cialis without prescription
RobertKet
May 9, 2025
best price for Viagra: safe online pharmacy - order Viagra discreetly
ZackaryCaush
May 8, 2025
https://pinupaz.top/# pin up casino
Richardmat
May 6, 2025
пин ап казино официальный сайт [url=http://pinuprus.pro/#]pin up вход[/url] пин ап зеркало
ZackaryCaush
May 4, 2025
http://vavadavhod.tech/# vavada вход
Richardmat
May 3, 2025
пин ап казино [url=https://pinuprus.pro/#]пин ап казино[/url] пин ап казино официальный сайт
ZackaryCaush
May 2, 2025
https://vavadavhod.tech/# vavada casino
ZackaryCaush
May 2, 2025
http://pinupaz.top/# pin-up
Richardmat
May 1, 2025
pin-up [url=http://pinupaz.top/#]pin-up casino giris[/url] pin up
ElmerSip
May 1, 2025
pin-up casino giris: pinup az - pin-up
BrianCrugh
May 1, 2025
vavada: вавада казино - вавада казино
Richardmat
May 1, 2025
пин ап зеркало [url=https://pinuprus.pro/#]пин ап казино[/url] пин ап казино официальный сайт
ZackaryCaush
May 1, 2025
https://pinuprus.pro/# пинап казино
Richardmat
April 30, 2025
вавада официальный сайт [url=https://vavadavhod.tech/#]vavada вход[/url] vavada вход
ZackaryCaush
April 30, 2025
http://pinuprus.pro/# пин ап вход
Kennethsheby
April 30, 2025
pin-up: pin up casino - pin-up
ElmerSip
April 30, 2025
pin up casino: pin-up casino giris - pinup az
ZackaryCaush
April 30, 2025
http://pinuprus.pro/# пин ап вход
Richardmat
April 30, 2025
pin up вход [url=http://pinuprus.pro/#]пин ап казино официальный сайт[/url] пин ап казино
Kennethsheby
April 30, 2025
pin up azerbaycan: pin-up - pin-up casino giris
ZackaryCaush
April 30, 2025
https://vavadavhod.tech/# вавада казино
Richardmat
April 30, 2025
pin-up casino giris [url=http://pinupaz.top/#]pin up azerbaycan[/url] pin up az
Kennethsheby
April 30, 2025
pin-up: pin up az - pin up az
ElmerSip
April 30, 2025
пин ап казино официальный сайт: пин ап зеркало - пин ап казино официальный сайт
ZackaryCaush
April 30, 2025
http://pinuprus.pro/# пин ап казино официальный сайт
Dannysit
April 29, 2025
indian pharmacy: Medicine From India - MedicineFromIndia
Michaeljouch
April 29, 2025
mexico drug stores pharmacies [url=http://rxexpressmexico.com/#]mexico pharmacy order online[/url] RxExpressMexico
MichaelFaulp
April 29, 2025
RxExpressMexico: Rx Express Mexico - mexico pharmacies prescription drugs
Walterhap
April 29, 2025
https://medicinefromindia.com/# MedicineFromIndia
Dannysit
April 29, 2025
mexico pharmacies prescription drugs: п»їbest mexican online pharmacies - Rx Express Mexico
Michaeljouch
April 29, 2025
mexican pharmaceuticals online [url=http://rxexpressmexico.com/#]RxExpressMexico[/url] mexican rx online
Dannysit
April 29, 2025
Medicine From India: Medicine From India - indian pharmacy online
Walterhap
April 29, 2025
https://expressrxcanada.com/# medication canadian pharmacy
MichaelFaulp
April 29, 2025
canada rx pharmacy world: ExpressRxCanada - northwest canadian pharmacy
Dannysit
April 29, 2025
cheapest online pharmacy india: Medicine From India - world pharmacy india
Walterhap
April 29, 2025
https://expressrxcanada.shop/# canada discount pharmacy
Michaeljouch
April 29, 2025
medicine courier from India to USA [url=https://medicinefromindia.com/#]Medicine From India[/url] india pharmacy mail order
MichaelFaulp
April 29, 2025
Rx Express Mexico: mexican rx online - mexico drug stores pharmacies
Dannysit
April 29, 2025
Medicine From India: indian pharmacy online - MedicineFromIndia
Walterhap
April 29, 2025
https://expressrxcanada.com/# canadian pharmacies
Michaeljouch
April 29, 2025
MedicineFromIndia [url=https://medicinefromindia.shop/#]indian pharmacy[/url] MedicineFromIndia
MichaelFaulp
April 29, 2025
buying prescription drugs in mexico online: mexican online pharmacy - Rx Express Mexico
Dannysit
April 28, 2025
canada rx pharmacy world: ExpressRxCanada - trustworthy canadian pharmacy
Walterhap
April 28, 2025
https://rxexpressmexico.com/# Rx Express Mexico
Michaeljouch
April 28, 2025
medicine courier from India to USA [url=https://medicinefromindia.com/#]indian pharmacy online shopping[/url] MedicineFromIndia
Dannysit
April 28, 2025
RxExpressMexico: mexico pharmacies prescription drugs - mexico pharmacy order online
Walterhap
April 28, 2025
https://medicinefromindia.shop/# indian pharmacy online
MichaelFaulp
April 28, 2025
reliable canadian pharmacy: Buy medicine from Canada - canada pharmacy 24h
Michaeljouch
April 28, 2025
mexican rx online [url=https://rxexpressmexico.shop/#]mexican pharmaceuticals online[/url] mexico drug stores pharmacies
Dannysit
April 28, 2025
escrow pharmacy canada: Generic drugs from Canada - canadianpharmacymeds
Walterhap
April 28, 2025
https://medicinefromindia.shop/# indian pharmacy online
MichaelFaulp
April 28, 2025
Medicine From India: Medicine From India - indian pharmacy online shopping
Michaeljouch
April 28, 2025
canadian pharmacy reviews [url=http://expressrxcanada.com/#]Buy medicine from Canada[/url] canadian mail order pharmacy
BilliesniCt
April 28, 2025
pharmacie en ligne fiable: Medicaments en ligne livres en 24h - Achat mГ©dicament en ligne fiable pharmafst.com
BernardVeida
April 27, 2025
vente de mГ©dicament en ligne: pharmacie en ligne pas cher - vente de mГ©dicament en ligne pharmafst.com
Robertmut
April 27, 2025
http://kamagraprix.com/# Kamagra Oral Jelly pas cher
PeterUnomb
April 27, 2025
Cialis sans ordonnance 24h [url=http://tadalmed.com/#]Pharmacie en ligne Cialis sans ordonnance[/url] Pharmacie en ligne Cialis sans ordonnance tadalmed.com
BernardVeida
April 27, 2025
Kamagra Commander maintenant: kamagra oral jelly - Acheter Kamagra site fiable
BilliesniCt
April 27, 2025
Pharmacie sans ordonnance: pharmacie en ligne pas cher - pharmacie en ligne pharmafst.com
Bradleyfup
April 26, 2025
Tadalafil 20 mg prix sans ordonnance: cialis sans ordonnance - cialis sans ordonnance tadalmed.shop
PeterUnomb
April 26, 2025
Pharmacie en ligne livraison Europe [url=https://pharmafst.shop/#]Pharmacie Internationale en ligne[/url] pharmacies en ligne certifiГ©es pharmafst.shop
BilliesniCt
April 26, 2025
Pharmacie en ligne Cialis sans ordonnance: cialis generique - Cialis en ligne tadalmed.shop
PeterUnomb
April 26, 2025
achat kamagra [url=https://kamagraprix.shop/#]Achetez vos kamagra medicaments[/url] Kamagra Commander maintenant
BilliesniCt
April 26, 2025
trouver un mГ©dicament en pharmacie: trouver un mГ©dicament en pharmacie - п»їpharmacie en ligne france pharmafst.com
Robertmut
April 26, 2025
https://pharmafst.shop/# pharmacie en ligne
PeterUnomb
April 26, 2025
cialis generique [url=https://tadalmed.shop/#]Cialis en ligne[/url] Cialis generique prix tadalmed.com
Robertmut
April 26, 2025
https://tadalmed.com/# Acheter Cialis 20 mg pas cher
Robertmut
April 26, 2025
https://pharmafst.shop/# п»їpharmacie en ligne france
PeterUnomb
April 26, 2025
pharmacie en ligne [url=http://pharmafst.com/#]Pharmacies en ligne certifiees[/url] Pharmacie Internationale en ligne pharmafst.shop
BilliesniCt
April 26, 2025
pharmacie en ligne: Livraison rapide - pharmacie en ligne pharmafst.com
Bradleyfup
April 25, 2025
pharmacie en ligne france livraison internationale: pharmacie en ligne pas cher - pharmacie en ligne france livraison internationale pharmafst.com
PeterUnomb
April 25, 2025
kamagra pas cher [url=https://kamagraprix.com/#]Acheter Kamagra site fiable[/url] Achetez vos kamagra medicaments
BilliesniCt
April 25, 2025
Pharmacie en ligne Cialis sans ordonnance: Tadalafil 20 mg prix en pharmacie - Cialis generique prix tadalmed.shop
PeterUnomb
April 25, 2025
acheter kamagra site fiable [url=http://kamagraprix.com/#]Acheter Kamagra site fiable[/url] Kamagra Oral Jelly pas cher
Bradleyfup
April 25, 2025
Tadalafil sans ordonnance en ligne: Pharmacie en ligne Cialis sans ordonnance - Cialis en ligne tadalmed.shop
Robertmut
April 25, 2025
http://kamagraprix.com/# kamagra 100mg prix
BilliesniCt
April 25, 2025
pharmacie en ligne pas cher: pharmacie en ligne sans ordonnance - acheter mГ©dicament en ligne sans ordonnance pharmafst.com
PeterUnomb
April 25, 2025
pharmacie en ligne livraison europe [url=http://pharmafst.com/#]pharmacie en ligne sans ordonnance[/url] pharmacie en ligne france fiable pharmafst.shop
BernardVeida
April 25, 2025
Cialis generique prix: Tadalafil 20 mg prix en pharmacie - Tadalafil 20 mg prix sans ordonnance tadalmed.shop
Bradleyfup
April 25, 2025
kamagra en ligne: kamagra oral jelly - Acheter Kamagra site fiable
Edwardtoupe
April 23, 2025
olympe casino: olympe casino cresus - olympe casino
John Locke
August 14, 2014
Glad to see I'm not the only one who called "bullshit" on Sagmeister's stance. Part of me wants to think he said it just to be controversial.
Stories are so much more than novels and films. Storytelling is even more than mythology, religion, and philosophy. Storytelling is woven into every aspect of our lives, and every profession that exists.
Architecture? That's storytelling.
What about marketing? Definitely storytelling.
Music, or any of the arts? It's all about storytelling.
Politics? That's all about the stories that are leaders tell, and the stories we tell about ourselves, how we identify ourselves.
Let's take something boring, like insurance sales. Is *this* storytelling?
The story were telling there is that we will protect our loved ones after our death, meaning we are doing the right thing. If we don't buy insurance, then the story becomes our left ones are left destitute.
So even in something as rudimentary as insurance, there is a high level of storytelling involved.
Artists and fancypants designers such as Mr. Sagmeister may express themselves how they wish, but it is our choice whether to believe them or not. I for one believe that storytelling is an inseparable part of our world.
Chris Wolfgang
August 14, 2014
It definitely crossed my mind that the video might have been just to stir the pot. Surely anyone in a creative field wouldn't really have such a narrow definition? Because, as you say, storytelling is inherent to so many industries -- one could argue it's part of every single one.