See a photo of Megan, her bio, Part 1 of this Q&A, and Part 2.
Q&A with Megan Sheldon, Questions 4 and 5:
Q: The storytelling movement seems to be growing explosively. What is it about this moment in human history and culture that makes storytelling so resonant with so many people right now?
A: When I was studying in Edinburgh I was introduced to the concept of Mythos (myth) and Logos (logic). These two notions were once the pillars of society and life functioned by giving equal weight to both frames of thought. Slowly, this subjective idea of myth depreciated and instead value was placed on science and technology — i.e., things that could be proven — which created an imbalance in the way people interpreted their experiences. I believe we are beginning to recognize this imbalance and are turning to storytelling to connect with people, ideas, and brands on a more personal level. Technology is advancing at an alarming rate, and we are being inundated with more brands than ever before. If we can’t distinguish a brand’s story, and see how it directly affects us, it loses power. Technology can be an excellent tool for sharing our stories, as long as you focus on the message and not simply the medium.
Q: What’s your favorite story about a transformation that came 
about through a storytelling act?
A: My process involves interviewing not only the decision-makers of a business, but also their staff, clients, friends, and supporters. Almost every one of my clients is amazed when they hear the different experiences people have in relation to their own business. Too often we believe the business is “ours,” and we forget that it is being experienced by so many different people, each of whom should ideally bring or take away something of value. I worked with the Sarah McLachlan Foundation for two years, helping them launch the Sarah McLachlan School of Music, a free music school for at-risk youth in Vancouver, B.C. The breakthrough came when we recognized that while Sarah’s story was integral to the brand, it was the stories of the students, the instructors, the staff, and the community that were feeding the vision. I was then able to weave together the unique perspectives and experiences into a brand story that embraced diversity and acknowledged everyone’s contribution.