Storytelling also ages: just when you think you have found the right communication for your corporate vision, that's when the context changes and you need to update the communication plan that was budgeted. One can schematize storytelling through some templates that reflect corporate values, but the semantics, language, and themes must keep up with the fast and demanding times we are living in. 
 
But according to what principles should you reshape the story of the company? How can you understand that this narrative is no longer relevant and that the language needs to be innovated? What are the "times of the world" you should pay attention to, in order to keep external communication fresh and compelling? 
 
Gian Andrea Cerone, author of novels and TV series for Guanda, Netflix, and Rai, will focus on what he considers a non-negotiable principle for institutional and corporate storytelling: anchoring to current times and continuously updating planning. Through his experience as a consultant and author, he will address the main nodes of non-corporate communication, from positioning with respect to current events to the need to trigger intergenerational and intermediary dialogue. In particular, he will discuss: 

• the timing of storytelling: why you need to hook your company's narrative to current events  
• the "deadly" timing of storytelling: common mistakes that make communication sound old
• the Vonnegut pattern of storytelling: concrete examples from literary texts to borrow for your own communication plan.