The 4 I's of Storytelling

This framework was developed by Latitude as part of its "The Future of Storytelling" research initiative.


Illustrations are based on future storytelling concepts suggested by participants in Latitude's "Future of Storytelling: Phase 1" study. Download the full study report:


Latitude is an international research consultancy helping clients create engaging content, software and technology that harness the possibilities of the Web.



Illustrations created by Gregory Hartman for Latitude.


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Taken on August 15, 2012