I never expected to take anything away from the latest adaptation of Hercules featuring Dwayne Johnson (a.k.a. ‘The Rock’). But I did. And it was this: A compelling story can be a powerful thing.

As I watched the film with my fiancée (oh, what we do for love), I couldn’t help but notice and appreciate the role storytelling played within the movie.

Unlike the Hercules portrayed in Greek mythology, Hollywood Hercules was nothing but a really, really, really strong guy. But his strength and victories on the battlefield were so unbelievable, it was easy for him and his troupe to attribute his success to the fact that he was half-human, half-god; the son of Zeus.

So Iolaus, Hercules’ nephew and the Storyteller of the gang, was tasked with the responsibility of spreading the myth of Hercules everywhere they went, either to instill fear in their foes or encouragement and hope in their supporters.

Whenever he met new people, Iolaus skillfully told them about the history of Hercules and his achievements, such as the 12 labors. During battle, Iolaus’ amped up Hercules’ warriors and kept them encouraged and loyal to their cause instead of fleeing at the sight of enemy spears and swords.

And he was great at it because it got people listening. It got them to take action. And it gave Hercules a way to spread his name to people in distant lands before he ever had a chance to meet them in person.

It was the stories that immortalized Hercules by turning him into a legend.

The Power of a Good Story

If told well, a good story can have the ability to influence a person to do something they would never imagine was possible. It can help forge relationships. It can even help teach morals and ideas.

But have you thought of the ways it can bring people closer to your brand?

Brand storytelling has become a very hot topic; however not many marketers truly understand what it can do for them. In fact, not many even realize they have a worthy story to share in the first place.

RELATED: Corporate Storytelling: You’re Doing It Wrong

But you do. Your company’s history, its goals, how it helps others—all of this encompasses your story. And you should be telling it to everyone.


Because stories can capture your audience’s attention and get them listening to you. Because stories have the power to connect people on an emotional level unlike anything else.

But you need the right people with the right talent—the Iolaus’ of the world— to spread it.