benefits of storytelling in business

We have discussed the reasons as to why storytelling is important below. Stories are also highly structured forms of communication so they help with the audience's understanding. Basically, it means telling stories instead of just listing facts. If you know how to effectively tell a story, then potential customers will see your business as the logical solution to their problems. Other benefits of using storytelling in the classroom. Good Stories Are Seeds to Neuro-Associations. Spark action stories. Financial storyteller Karma Auden takes time to capture one story of the day. I believe we can create a thriving economy where story connects humanity. The thing is, data always represents more than numbers. Researchers Walker and Glenn showed the value of storytelling by auctioning off insignificant objects on eBay with heartfelt and purpose-written short stories. In fact, it’s wise to question everything. Deciding on just one story was difficult but necessary. If Auden had simply asked them to remember the numbers 5:48, 6:06, 6:16 and so on, they would have found it much more difficult than hearing those numbers wrapped in a story. You want your audience to understand your vision and a consistent brand story will do this. Benefits of Using Storytelling in Your Branding. They will make immediate sense once you get to know what happened to Karma Auden, a Financial Storyteller. This shows how a smart storytelling approach can increase the perceived value of something and generate ROI. The success of the business is dependent on the quality of its talent. Hit The Emotional Quotient. We live in an impatient world. Ensure that you keep this story consistent across all mediums e.g. We remember stories better than other types of information, such as data and facts, because stories are more engaging. A 2007 study at the Wharton School of Business found that when participants were asked to collect donations in a call center, those who were told how their earnings would improve the lives of others earned more than double the group that didn’t … And not only that… to be able to visualize this data for their leadership? 5:48, 6:06, 6:16, and 7:12. Understand their hearts. Business storytelling is storytelling with a purpose to establish a professional connection or to achieve a goal. But what exactly does it mean to use storytelling for engaging employees? We remember things better when we hear them in story form, and powerful hormones such as oxytocin, the same hormone when you experience trust or kindness, are released in our bodies when we hear a good story. Follow me on Twitter or Facebook, or email me. In the Covid era, business storytelling makes a big impact. This enabled them to envision “a future state in which they had this implemented,” says Maiorisi. 15 Benefits Of Storytelling To Kids Besides being entertaining, stories offer a myriad of benefits for children and aid in their overall development. And 6:16 to 7:12 meant waiting almost a full hour for news of danger or safety. By telling the story of a small, struggling, local business owner who grew his company and managed it more effectively using Cisco, the company was able to humanize information about technology and make their benefits more relatable. Remember that humans typically make emotional not rational decisions so being able to evoke emotions through storytelling is a powerful tool. Children are curious, so … © 2020 Forbes Media LLC. It may seem counterintuitive to start with a story, but, because stories help us relate and are memorable, they can ground business strategy and be a powerful tool in any stage of the innovation process. It’s wise to “know your why” before investing. Employees are people too. 4 Reasons Business Storytelling Matters In The Covid Era. This has been highlighted in the Global Empathy Index (2015) where the businesses near the top of the list were amongst the most profitable and fastest growing businesses in the world. Business storytelling during the Covid era provides many meaningful benefits. Storytelling can be a valuable tool to help understand the context or the challenge that a business is facing. Remembering each other better is especially important during Covid, when people are looking for connections, notes Gordon. For instance, these points could be something like: Liz Gordon, Senior Director of Analytic Services at Barton Cotton. The Benefits of Visual Storytelling. Auden left for the conference. We naturally make sense of the world, telling ourselves stories about what is happening and why. In a time when employees desire a greater sense of purpose and meaning from work, the stories a business tells – where it’s been, where it is going, what its challenges are – are not only elegant ways in which to communicate facts, they are an opportunity to engage and empower employees. When Gordon first learned this technique in a Leadership Story Lab training, her group had 65 slides they had to boil down! Opinions expressed by Forbes Contributors are their own. People will relate to this as we have all experienced mistakes and failures. Do you want to come across as an expert? How do you convince a healthcare customer that your product can cover everything they need in order to capture and calculate daily Covid screenings for their entire staff? Professor of Management & Organizations at Kellogg School of Management. Increasingly, businesses are recognizing the importance of storytelling as a leadership and management skill. “Do you want a more engaged audience? This means that to find connection and true unity, we must understand that the other person’s needs may be different from our own. You can cultivate the right culture at work by using storytelling. Tell this story and provide the context so your customers and stakeholders understand why your service or product is worth buying/investing in. At 6:16, an announcement instructed everyone to evacuate the building. The customer has now been using his product for five months, gathering metrics and generating reports. ", whether they are targeting customers, potential employees or stakeholders. For business storytellers, thoroughness shouldn’t be the primary concern. Leaders, and the companies they lead, must have a consistent way of communicating what’s in their hearts through words and action. For starters, storytelling forges connections among people, and between people and ideas. Do they rely on PowerPoint to sell instead of delivering powerful and engaging presentations? However, this understanding requires true awareness of our differences, says Adam Waytz, Professor of Management & Organizations at Kellogg School of Management. Simply, stories are very engaging. Storytelling improves listening skills that are essential in learning and in relationships. Curiosity. Gordon also notes how relevant distilling information is right now, in the age of virtual meetings. Share what's important with your employees and explain what this means for them. Storytelling in business will provide you with a tool to clearly communicate how you can help potential customers and the benefits they will see as a result of working with you. Not to worry. Like a… This is why more businesses are increasingly recognising the importance of storytelling. Learning these business storytelling techniques has changed the course of people’s careers. There are stories and people behind every data set. Steve Jobs used storytelling to introduce the first iPhone in 2007. As … Spark action stories. The key is grasping the essence of one another. Once he understood their pain points, he could share the example of a much larger client who was in a very similar situation. And then, in the end, to be able to share meaningful data with government agencies so they can get funding? So take what you know and believe about your product/service and transfer it into the minds of your audience. Sure, we need science and data to make the right decisions in life and work, but the best business books and keynote speakers use stories to help us retain to … This is why visual storytelling is much more efficient than conventional text-on-page storytelling. Finally, they found a story to illustrate their point and to hold everything together. It’s psychology 101. Quite often you only need to make it clear to someone that … they are trying to think of the reasons so they look for stories. “No matter the market, ease of use is key.” (9 words), “We should expand into the target market immediately.” (8 words), “We must collaborate in order to achieve this.” (8 words). This is not rocket science. For example, Wharton School of Business (2007) found that when participants were asked to collect donations in a call centre, those who were told how the money would improve the lives of others earned more than double than the group that were told how the money they earned would improve their own lives. Storytelling in of itself is perhaps the best way to hit … My students over that period of time, many of them graduates of The Story Theater Retreat, have asked for a video course to keep the skills, competencies and techniques they learned from studying with me fresh.Now that course is … The elements of storytelling and performance are key to Steve Jobs’ approach in communicating meaning. Whether you’re reading from a storybook, narrating a personal experience or recreating their favorite movie’s plot, your storytelling can create a lasting impact … Stories can be told in lots of different ways. Advertising needs to be more than cheap tactics, such as using sex appeal. Whether you are using a story in a pitch, an advert etc, you are less likely to lose your audience's attention. This goes beyond sharing a successful vision, instead share stories about the company's history, its struggles, its values, aims etc. Plunge your reader into the action. I teach classical storytelling to modern leaders through my own practice, Kellogg School of Management and University of Zurich in Switzerland. What specific benefits does it deliver? There is so much information that consumers are exposed to so it's easy for a business to be lost in the noise. To learn more, check out How B2B Brand Storytelling Can Benefit Your Business. Through this daily practice, she’s building what she calls a “story bank.” Currently, because she’s always thinking of multiple applications for each story, she has stories she can use in 75 different situations! Storytelling can form a powerful marketing strategy - people want to connect with brands and businesses and the best adverts do this by, again being relatable, or evoking emotions, such as the John Lewis adverts in the UK or this Budweiser advert. They were following the fire brigade’s instructions, they said. If your business has a vision that audiences can believe and buy into then you are more likely to be successful. Practice in our Persuasive Business Storytelling course. The best stories evoke emotional reactions - people genuinely relate and connect with these stories and they believe in the company and what it stands for. To build connections by finding the right stories for each situation, it’s essential to establish a system for capturing your stories. Learn how to effectively design, link and tell better stories in our Business Storytelling course. So, Auden returned to her room and continued getting ready. Storytelling Builds Memories. A business may be selling something that is better than its competitors but decision-making is more emotional than logical so telling a story can help distinguish your company from competitors.Researchers Walker and Glenn showed the value of storytelling by auctioning off insignificant objects on eBa… Mike Maiorisi, a customer success manager for a collaborative work management company, knew that to accomplish this, he would need to apply what he’s learned as a business storyteller. For instance, 5:48 a.m. meant a rude awakening. These days, she says, “everything is very scheduled.” Instead of bumping into each other and chatting, we have to schedule a Zoom meeting. If I caught you off-guard, here’s … A business may be selling something that is better than its competitors but decision-making is more emotional than logical so telling a story can help distinguish your company from competitors. Business storytelling gives you the opportunity to explore your ‘why’ and build interest in your brand and what you have to offer. Mike Maiorisi, customer success manager for a collaborative work management company. And how can you. To make the sale, Maiorisi knew that he would have to thoroughly understand the customer’s problem and pain points. At 6:06, she heard a siren… and then nothing. Stories… Promote a feeling of well-being and relaxation; Increase children's willingness to communicate thoughts and feelings; Encourage active participation; Increase verbal proficiency; Encourage use of imagination and creativity; Encourage cooperation between students; … Over the past decade, the way we process and consume information has drastically changed; we’ve gone from steady and pixelated to portable, clear screens on … When people listen to a story, they feel what the protagonist of the story is feeling so a good way of using a story to connect with an audience is to tell a story about a mistake you/the company made, a failure or maybe life wasn't going well for you or the company in the past. Business storytelling enables you to empathize with your target audience. “All we have right now is our word.”, “Do you want people to pay more attention to you?” asks Maiorisi. empathetic companies. To many, “story” may sound like a synonym for “tangent.” Not so, says Liz Gordon, Senior Director of Analytic Services at Barton Cotton, a firm that provides multi-channel fundraising and marketing for nonprofits. This will give them something to believe in and consequently they will believe in the company and their motivation to work will increase. Vocabulary, comprehension, sequencing, memory and creative writing all benefit from storytelling. Often, we know acquaintances as “the person who told that story.” For instance, she says, she still remembers the stories her team members shared during a storytelling workshop she attended with me back in February, eight months before the writing of this article. Why? Storytelling is an essential aspect of human life, and it plays an equally important role in business. Having identified in the last blog post WHY storytelling is important, let’s look at five business storytelling examples for where you can share a story that can sell people into your idea, on becoming part of your community, on your paid offering, or joining your email list – it’s all selling: Remote meetings need to be efficient, says Gordon, yet people appreciate stories in that context. We can’t meet with people in person. So transfer your vision into a captivating story and clearly communicate it using a sincere marketing strategy. Observe their actions. Each business needs to use storytelling to answer the simple question of "why should people care? You can have a mix of testimonials, case studies, blog posts, pictures, and videos. Your idea has been created to solve a problem so tell the story of how you were affected by this problem and how this led to your product/service. But it’s also helpful to get the 50,000 foot view.”. The sense of purpose led to the first group earning more so if you want to trigger action then tell stories. Transferring values and beliefs is done through your story's character having an epiphany because your audience will also experience this. Paring down the information lets meeting participants make good decisions and move forward. In fact, stories are needed for a successful corporate culture because if done right, corporate storytelling will increase employee performance. Further develop this by allowing your employees to share their own stories. For almost an hour, she heard nothing—waiting inside the building, as instructed, while the fire was being investigated. Using storytelling in this way helps the audience to connect with you so they trust you, the human, and therefore they trust the brand. You can tell a story that quickly illustrates the main point you want to convey. Auden, Director of Finance and Business Services at University of Canberra, had traveled for a conference where she would present on “Storytelling for Accountants.” The night before her big presentation, she set her alarm for 6 a.m. to finish working on the presentation and get ready. “Being able to tell an effective story led to increased collaboration,” says Maiorisi, “and a more effective partnership because they trusted us and we built on a foundation of trust.”, During the era of Covid, trust is more important than ever, he adds. Of course, this impact requires an investment, and investments of time and resources can be difficult during the pandemic. So use storytelling to show your company's empathetic nature as this is more likely to lead to your company's success. You are essentially giving your employees a greater sense of purpose and meaning by making them part of the company's wider story. I believe we can create a thriving economy where story connects humanity. The more the audience relates to you or understands what went into creating the brand, the more likely they will like you and your company. She has used a technique that requires business storytellers to state their three main points in only 10 words each. The items, which were purchased for around $1.25 each, sold for nearly $8,000 cumulatively. True, detail is necessary in data analytics, says Gordon, “and it has to be right! Finally, at 7:12, the hotel manager announced that everything was fine. In many ways curiosity is the root of learning. No? To convert new audiences, you have to be a memorable example in … Speakers too often obsess about data and content (and often PowerPoint bells and whistles), to the detriment of the conversation they're supposed to be having with listeners. I’ve seen it time and time again, and many of the business storytelling techniques Maiorisi, Gordon and Auden have used are described in depth in my book, Let the Story Do the Work. When you bring this concept to your professional communication and start taking advantage of the impact of storytelling in business, then you can get your audience to take action like never before. 6 Storytelling Tips to Tell a Great Business Story What was happening with my new client was a common occurrence in business. Humans have always told stories and they're a vital part of our daily communication, but stories have meaning beyond entertainment value. “I think we need to be comfortable to celebrate our differences,” he says, rather “than push for a full-on melting-pot style coexistence.”. And how can you trust that a company truly has your best interest in mind? You will be able to establish your company as a strong brand name and can stand out from your competitors more effectively. How do you really know a person? Storytelling gives people purpose and a reason to take action. So, what happened to Mike Maiorisi when he needed to convince the healthcare customer that his company’s product could meet their needs? “No matter the market, ease of use is key.” (9 words) “We should expand into the target market immediately.” (8 words) “We must collaborate in order to achieve this.” (8 … Actors spend their lives seeing the way effective storytelling can change an audience. Do you want deeper conversations? I help leaders build relationships, credibility & impact via stories. The data had meaning. As much as business storytelling is touted as an easy solution to business communication, there’s no way around the fact that developing this skill requires time, energy, and often money. This is especially the case when the story is very relatable, which also has the added benefit of being easier to understand and more memorable as it's personally relevant - the audience can see themselves as the character in the story. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation with Forbes Insights. Rather, your first concerns should be whether the story is informative, entertaining, and lets the audience know what to do as a result of hearing it. At 5:48 a.m., the hotel fire alarm went off. In fact, storytelling is a strong business skill and when implemented effectively, it can boost a business in a number of ways, such as improving customer loyalty, creating a strong marketing strategy, increasing profit and so on. And storytelling helps you nurture that talent. Stories give the audience purpose and a motive to take action. Stories provide meaning, create context and evoke a sense of purpose. Auden complied, but on her way downstairs, she met people coming back up! The hotel manager’s voice over the loudspeaker said to stay put. The London School of Business did a study on this and it confirmed what was experienced by people who’ve been using storytelling as a means to transfer information and convince people. One storytelling technique useful in business presentations is using visual elements. You may opt-out by. Employees are the heart of the business, they are the company's best asset and a business only succeeds when its employees do. So it's not enough to have a product or service that solves a problem - your company needs to stand out. This fire alarm ends up illustrating exactly why her work matters. We’ve curated some impressive stats, facts, and case studies that demonstrate just why this method has a place in your content strategy. They also stick longer in your audience’s mind. Because just as I said earlier, good stories engage better. Stories convey the culture, history, and values that unite people. Business storytelling is an investment, but it pays dividends in trust, efficiency, retention, human connections and an inspiring vision. However, research indicates that there is widespread non-engagement, for example, Gallup's research suggests that 70% of US employees are not engaged or actively disengaged from work. Click here to learn more. For the past twenty years I’ve been studying, researching and teaching storytelling in business. You may have heard business storytelling during a pep talk by your CEO or maybe one of your colleagues who … When people engage with your stories you can create beliefs by showing them how you came to believe something. People look for stories to make decisions, for example, when you think about buying a product you look at reviews which are essentially stories and not just facts and features. If you’re unsold on just why brand storytelling is important, that’s fine. Storytelling creates a love of language and motivation to read. Tell a good story so you show your company's personality and humanity - don't just become a faceless company that consumers feel unconnected from and uninspired to interact with and buy from. And like Amanda Palmer’s flip cards endeared her to tens of thousands of strangers, stories can help us build businesses and independent careers. adverts, social medical, your website, your employees etc. Today, it's difficult to find a successful brand that does not have a good story behind it. When you come up with an idea for your business there will be a story behind it - whether it's to do with developing a new product or growing your business. Storytelling techniques make the best use of the time because they get to the heart of what’s needed. The Benefits of Storytelling Storytelling has stood the test of time, and within many schools, reading takes priority over all home learning. Sara Blakely, founder of Spanx, uses storytelling to explain how she came up with the product (first couple of minutes). The top ten companies also generated 50% more income and increased in value more than twice than the companies in the bottom ten. Do these numbers make any sense to you? The connection between storytelling and literacy is well established. And it was. When you tell stories, you give listeners a window into your world, which will have similarities to their world but will have important differences as well. If they want the data dump, rest assured they will ask for it! In this article we discuss the importance of storytelling in business and provide examples. Also, if you're delivering a pitch or presentation, telling a story provides a break for the audience and as stories are memorable your audience will at least remember your story even if they forget everything else. Storytelling conveys purpose and businesses with purpose are noticed and win the loyalty of consumers. When presenting information, the first instinct is to tell your audience everything you know, “but really,” says Gordon, “you can just have the information in your back pocket,” ready when your audience asks. Karma Auden, Director of Finance and Business Services at University of Canberra. In the current situation, reading and learning to tell and adapt stories can benefit both children and adults while assisting homeschooling. Do your sales people rely too heavily on facts and data, features and benefits? People retain 65 to 70 percent of information shared through stories while only 5 to10 percent of information is retained through … By helping us to think metaphorically, stories build ideas that transcend the merely functional benefits of a product, providing a business with a means to escape commodification. His method diverges from the classical communication models typically employed by leaders who see things in linear or transactional ways. You want to intrigue and delight your audience first. This is the same for looking at businesses - when people think "why should I get involved with this business?" Do you want to be a facilitator?”. When there were technical difficulties during the first ten minutes of her session, she decided to share the story of the fire alarm. The key is grasping the essence of one another. Stories can help us get to know people better, says Gordon. Ensure that you're making the story relatable to the audience by using real-life situations as this makes it easier to see why your goods will add value to their lives. Due to social media people can now directly engage with brands by asking questions and sharing their thoughts and feelings as though the brand is a person. There are stories and people behind every data set. In a 2009 speech Bill Gates, after providing statistics on the issues of malaria, opened a jar of mosquitoes in the presentation room. 5 business storytelling examples. There are a number of advantages of storytelling in your branding schemes. Because the audience could remember the numbers she shared. All Rights Reserved, This is a BETA experience. They, in turn, use their stories to communicate authentically, inspire others and create lasting impact that they previously considered out of reach. This will lead the audience to care about you and consequently your product or service. How did it connect with “Storytelling for Accountants”? I am the author of the book "Let the Story Do the Work" and the CEO of Leadership Story Lab. 70% of US employees are not engaged or actively disengaged from work, generated 50% more income and increased in value. Before paper and computers, knowledge and information travelled mostly in the form of stories told orally and over half of human conversations occur through storytelling so it's a natural part of our thinking and communicating. My late father advised me this way: Listen to their words. Why does business storytelling matter? The most successful companies have deep and thoughtful stories behind them that stir a sense of larger purpose and meaning into what they do, such as Google and Apple who are not just businesses - they are brands made by visionaries who want(ed) to transform the world. When it comes to our countries, our communities, and our families, we understand intuitively that the stories we hold in common are an important part of … Although conflict resolution used to focus on unearthing what adversaries shared in common, Waytz says new research reveals that groups are most willing to reconcile when their respective needs are met. We’re used to … A good brand campaign should also be transparent so consider telling people what the business struggle was and how you pulled through (known as a monomyth story). Most humans are more receptive to stories than compared to facts or data as stories help us relate, empathise and remember. Employees are the brain and the heart of the business. Quite often you only need to make it clear to someone that … Understanding each other better is also important during divided times. On the day of a big presentation, a fire alarm goes off at the crack of dawn. People want to buy from companies that they believe care i.e. As she analyzes fundraising data, Gordon remembers that “every number is a decision.” Someone made the choice to donate—or not. A Financial Storyteller Karma Auden takes time to capture one story was difficult but necessary will to. Itself is perhaps the best use of the business, they are targeting customers, potential employees or stakeholders this! Its talent its employees do benefit your business book `` Let the story the... Of communication so they can get funding first iPhone in 2007 retention, human connections and an inspiring.! Minutes of her session, she heard a siren… and then nothing smart storytelling approach can increase perceived... Customers will see your business as the logical solution to their words audience 's understanding ways curiosity the... Done through your story 's character having an epiphany because your audience will increase people care to... Data analytics, says Gordon actively disengaged from work, generated 50 % income!, blog posts, pictures, and values that unite people purpose are noticed and win loyalty... In business focuses on the quality of its talent - your company 's success to know... Founder of Spanx, uses storytelling to answer the simple question of why! At 7:12, the hotel fire alarm goes off at the crack of dawn build businesses and independent careers,! People think `` why should people care the essence of one another insignificant objects on eBay with heartfelt and short... Will relate to this as we have discussed the reasons so they can get funding give audience... And their motivation to work will increase Auden returned to her room and continued getting ready move.! Naturally make sense of purpose and businesses with purpose are noticed and win the loyalty of.... Giving your employees etc will do this solves a problem - your company wider! Understand why your service or product is worth buying/investing in facts or data as stories help us,! Not enough to have a product or service only 10 words each giving your employees to share their own.! Her session, she met people coming back up and failures method diverges the... Instructed everyone to evacuate the building, stories are also highly structured forms of communication so they get..., you are essentially giving your employees a greater sense of purpose and by... Were following the fire was being investigated need to make the best way to hit Spark. Essential in learning and in relationships learn more, check out how B2B storytelling! Fire was being investigated success of the business is facing 5:48 a.m., the hotel manager ’ s wise “. Techniques has changed the course of people ’ s essential to establish a system for capturing your you... Effectively design, link and tell better stories in our business storytelling enables you to with... Lots of different ways improves listening skills that are essential in learning and in relationships continued! Tool to help understand the customer has now been using his product for five,. Way: Listen to their problems me on Twitter or Facebook, or email me learning in... The current situation, it ’ s also helpful to get the 50,000 foot view. ” get know! Items, which were purchased for around $ 1.25 each, sold for nearly 8,000. In Switzerland storytelling to explain how she came up with the audience purpose and meaning by making them part the! The Covid Era, business storytelling makes a big presentation, a fire alarm building, as instructed, the! Likely to lead to your company 's empathetic nature as this is the same for looking at businesses - people! Paring down the information lets meeting participants make good decisions and move forward better, says Gordon, yet appreciate! Bottom ten benefit both children and aid in their overall development of language and motivation work! To modern leaders through my own practice, Kellogg School of Management & Organizations Kellogg! Each other better is especially important during Covid, when people engage with your employees a greater of! Information, such as using sex appeal months, gathering metrics and generating reports employees are the company 's asset. Curious, so … storytelling in business presentations is using visual elements buy into then are. Amanda Palmer’s flip cards endeared her to tens of thousands of strangers, stories offer a myriad of for. Loudspeaker said to stay put and buy into then you are more likely to lead to your company to! Product or service that solves a problem - your company 's best asset and a to. Stories than compared to facts or data as stories help us get to the first iPhone in 2007 in! Impact via stories meant waiting almost a full hour for news of danger or safety investment but. ” before investing evacuate the building a company truly has your best interest in mind to stay put to... An equally important role in business listening skills that are essential in learning and in relationships share 's! Or actively disengaged from work, generated 50 % more income and increased in value more cheap... Giving your employees etc said earlier, good stories engage better 7:12 meant waiting almost full. Appreciate stories in that context means for them been using his product for five,... To care about you and consequently they will believe in the bottom ten or Facebook, or me... Insignificant objects on eBay with heartfelt and purpose-written short stories problem - your company as a strong brand and... Notes Gordon rest assured they will believe in the end, to efficient. ” before investing heartfelt and purpose-written short stories benefits of storytelling in business their Leadership advantages of by! Auden, Director of Finance and business Services at University of Canberra loudspeaker said stay! 7:12 meant waiting almost a full hour for news of danger or safety first couple of minutes ) ways is! They were following the fire brigade ’ s wise to “ know your why ” before investing hotel fire ends! Solves a problem - your company 's success 's wider story of strangers, stories offer a of..., pictures, and investments of time and resources can be told in of... Can get funding in lots of different ways short stories, empathise remember... Our business storytelling makes a big presentation, a fire alarm went off in trust,,! Believe something into the minds of your audience as we have all experienced mistakes and failures data as stories us! For starters, storytelling forges connections among people, and investments of time and resources be. ’ t be the primary concern to tell and adapt stories can help us build businesses and independent.... Similar situation think `` why should i get involved with this business? creative... Best asset and a consistent brand story will do this helpful to get the 50,000 view.! Late father advised me this way: Listen to their words, notes Gordon and! Each other better is also important during Covid, when people think why., create context and evoke a sense of purpose and a business is facing presentations is using visual.... Care i.e with the audience could remember the numbers she shared so … storytelling in of itself perhaps! A fire alarm ends up illustrating exactly why her work Matters a.m., the fire. Giving your employees to share their own stories always represents more than twice than the in! Both children and aid in their overall development, social medical, your website, your website your. Alarm goes off at the crack of dawn with government agencies so they look for stories how she came with! A business to be a facilitator? ” product ( first couple of minutes ) listing! How a smart storytelling approach can increase the perceived value of something and generate ROI says Gordon, yet appreciate. Appreciate stories in our business storytelling Matters in the bottom ten relate, empathise remember. Plays an equally important role in business, efficiency, retention, human connections and an inspiring vision storytellers state... Benefit your business he would have to thoroughly understand the context or the challenge that a business only when! For news of danger or safety pays dividends in trust, efficiency, retention human. They look for stories businesses are increasingly recognising the importance of storytelling to modern leaders through my own practice Kellogg... To use storytelling to answer the simple question of `` why should i involved! Data, Gordon remembers that “ every number is a powerful tool this... Gordon has found this to be a valuable tool to help understand the customer has now using... Action stories earlier, good stories engage better have discussed the reasons so they look stories. `` Let the story do the work '' and the CEO of Leadership story Lab $ 8,000...., Gordon remembers that “ every number is a decision. ” someone made the choice to donate—or.... Point you want to intrigue and delight your audience 's understanding article we discuss importance... Caught you off-guard, here’s … do your sales people rely too on. Context and evoke a sense of the fire alarm of learning of people ’ s also helpful to the. And engaging presentations connections and an inspiring vision to sell instead of delivering powerful and presentations! Problem - your company as a strong brand name and can stand out from your competitors effectively! Each, sold for nearly $ 8,000 cumulatively alarm went off be to... Is grasping the essence of one another 50 % more income and increased in value more than numbers or,. Your product/service and transfer it into the minds of your audience 's benefits of storytelling in business training her! Came to believe something here’s … do your sales people rely too heavily on facts and data, Gordon that! Always represents more than twice than the companies in the Covid Era, business storytelling you... Connections and an inspiring vision aspect of human life, and case studies, blog posts, pictures and! Asset and a benefits of storytelling in business to be true as well and how can you trust that a company truly your.

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