Storytelling is both the second-oldest art form and a hot "new" form of entertainment — thanks to This American Life, The Moth's podcast and live shows, and tons of shows cropping up around the country, storytelling's making a big comeback. It's making a comeback in the boardroom, too. And if we are honest with ourselves, it's just about to join "leverage" in the marketing d-bag's haggard sack of buzzwords. "Leverage storytelling to activate your customers," "learn story techniques," — you're going to hear a LOT of that at SXSW this year.

You know what you're not going to hear anyone else talk about?

"What makes a great story?" or "How would I know a good story?"

Good stories are a little like good porn: you know ‘em when you see ‘em. But we're going to peel that hood back together and examine what makes a story good — and how to amplify and condense that.

Join an interactive discussion with storytelling experts from across a wide range of disciplines – from NPR's This American Life, NYC storytelling show producers and accomplished solo performers with The Moth, Story Collider, TOLD!, Real Characters, And I Am Not Lying and other shows, as well as an expert in organizational narrative – and hack through the marketing hype to find out what really makes a good story.