The Boss is in town.

No, not Ferrabee. Springsteen. He's in London this weekend.

Bruce Springsteen the storyteller is the natural American heir to Bob Dylan, Pete Seeger and Woody Guthrie. For some he’s the natural heir to Homer, Sophocles and Euripides. All men steeped in the traditions of oral storytelling.

In this high-tech, new media savvy world, here’s a man with a guitar who can draw tens of thousands of people together, night after night, to tell them stories about ‘Wendy’ and ‘Highways’ and ‘Dreams’.

Yes Springsteen is a rock star. But his music is also filled with narrative, emotion, and meaning. That's a big part of his draw. People, especially American people, connect to Springsteen’s stories of American life.

Songs like The River, Thunder Road and Born to Run have characters, settings and plots. I mean, Sean Penn once turned a Bruce Springsteen song into a film (1991’s The Indian Runner, based on Highway Patrolman). A four-minute song with a story big enough for a feature-length film.

So, what can we learn from The Boss?

Firstly, it’s the power of storytelling again. People are still drawn to great stories, well told. We connect to them. They bring things to life. Whatever it is: your product, your strategy, your change programme. It helps to think of it as a story, with characters, a plot, narrative.

Secondly, there’s something about the importance of passion and emotion. There’s no denying that most great communicators are passionate about their subject.

Thirdly, maybe you’ve got a leader in your organisation who can do a Springsteen. Someone who can stand up there and captivate your audience with emotion and narrative. Jack Welch, the charismatic former CEO of GE, was once asked his most important attribute. He said: “What really matters is that I’m Irish and I know how to tell stories.”

If you know a repressed Springsteen, or a Welch, why not tell them to put their BlackBerry away and unearth their storytelling instinct. People have written books about this stuff. I’ve read some of them. But what better place to start than The Boss?