Storytelling has been gaining steam in corporations. Think of the power of strong brand narratives. The Moth, a literary organization in Manhattan (known for featuring Frank McCourt and Malcolm Gladwell [below], among other best-selling authors, in open-mike settings), offers sessions tailored to companies' needs. The Moth's distinguishing factor is its focus on helping companies describe and develop imaginative product design. Leading design consultancies Design Continuum and Studio Red at the Rockwell Group have signed up for MothShops, as the storytelling jams are called, as have major brands Pfizer (PFE

) and Liz Claiborne (LIZ

). By Reena Jana