Is Storytelling a Buzzword for Product Marketing?

Roxanne Jones: Why do you think storytelling has become a big thing specifically within product marketing circles and what elements of it should a partner look to understand so that they can walk away from their exposure to it knowing. "It's just, it's starting to get a little bit too ambiguous," she says about the term 'storytelling' She adds there is no formula for story brand but rather an understanding of how human beings think by looking at buyer journey.