A recent copy of Information Week included a series of Business-Technologist Visions given by industry leaders. All were interesting and insightful, but being a fitness enthusiast and class instructor, I was drawn to the statement by Janet Weiman, at that time Senior VP and CIO of Continental Airlines, Inc. She started her article by writing, "Change is like exercise - the more you do, the more you like it."

How true! And how true it is that the more storytelling we do - and experience - the more we like it. After thinking about that idea, I realized that there are a number of similarities between storytelling and exercise which would be fun to discuss. So, here goes in this article. As always, I would love to read your thoughts on the topic.

In this article, I am extending a challenge to all of you storytellers, wannabe storytellers, story lovers and story listeners. It is time that we unite and tell everyone with whom we come into contact about storytelling. Whether it is at the water cooler, during lunch in the cafeteria, in line at the post office and/or grocery store, at networking events or during meetings of groups, clubs and/or organizations to which we belong, we need to spread the word.

Why? Because so many people have no idea how powerful, captivating, enthralling and important storytelling is. They don't even have a clue of what it is. And, if this continues, professional storytelling will remain an undervalued and misunderstood profession of the few.

I receive a ton-load of magazines and other great reading material daily, weekly and monthly, but there is one magazine that stands out from all of the others - one that I can barely put down once it arrives. It is the "remarkable" publication, Fast Company.

So we shouldn't be surprised that the February 2003 issue included a "remarkable" essay adapted from contributing editor Seth Godin's forthcoming book, Purple Cow: Transform Your Business by Becoming Remarkable. Godin's essay has made such a profound impact on my thinking, in the following article I am going to highlight a few of his great marketing ideas and the ways in which I feel, as storytellers, we can make them work for us and our storytelling and the marketing of our craft.

Both weekly and monthly, I receive a huge number of publications that deal with business and technology. Ever since the whole Enron scandal became news, these magazines have and are featuring more and more articles dealing with ethics, honesty and trust. In every profession and career, attention to ethics, integrity, honesty and trust are paramount to ultimate success.

Whether we are full-time professional storytellers or tell stories part-time professionally (for a fee), I suggest that there are ethics and principles that we, as tellers, should embrace and follow. In this article I am going to highlight and explain the storyteller's ethics and principles in which I believe.