The hot new job at tech companies is leading "storytelling." The term doubled on LinkedIn job posts in the U.S since last year. The WSJ writes: "Compliance technology firm Vanta this month began hiring for a head of storytelling, offering a salary of up to $274,000." "Productivity app Notion recently merged its communications, social media and influencer functions into one 10-person, so-called storytelling team." "Financial technology brand Chime last month began hiring for a director of corporate editorial and storytelling—its first storyteller opening." As a former reporter and career-long content/brand leader, I have some thoughts! These examples point to a shift in internal marketing orgs that reflect a shrinking earned media landscape and an endless, growing number of distribution channels to share and own your narrative, i.e. "going direct." It's not entirely editorial, or events, or PR, or marketing. It's how all these pieces work together and how they contribute to the bigger picture - your story! I joke with my reporter friends that they are infinitely hireable if they ever left journalism. Why? Because we are trained to ask: "So what? Why should readers care? What does it mean for them?" To me, that's a big nuance in this conversation. Because... *Storytelling is a human act and it's a service.* Super interested to watch what happens here. Are you long/short on this role?