The irony is not lost on us either. In this video, Sagmeister laments the rise of the wannabe storyteller. All the real storytellers don't think of themselves as storytellers while the rest of us like to convince ourselves that we are. You couldn't make it up - even if you were a storyteller. Like, a real one.
It's true in some respects. This claim has grown in popularity in recent years. It helps sugar-coat the truth that anyone who works in advertising is still a salesman - and if you're not, you're a liability. It makes everything feel a bit less grubby and points to loftier ambitions if we call ourselves storytellers.
I've made branded content that told a story - real life, with real people in real situations, albeit with a camera crew everywhere they went. Does that make me a storyteller? Maybe at the time it did. Above that, the umbrella role I have in life is marketeer. Storytelling is just part of the... you know. So let's not get carried away. No one ever queued round the block for a signed copy of my online documentary script. Not one!