the importance of telling stories in business
TRANSCRIPT
The importance of telling stories in business.
Ian Sanders
“Who made the clothes you’re wearing?”
Storytelling = a powerful business
communication tool
How does a business get heard?
It doesn’t matter if your product isn’t sexy!
Tell don’t sell
Every story is about transformation
Imagine…
The Airbnb Story
The Sugru Story
Stories:“The power to win customers, align colleagues and motivate
employees.” (Nancy Duarte)
Make the customer the hero
The Three Acts of A Story
1. Situation: set the scene, meet the hero/ main character(s)
2. Complication: introduce a complication or obstacle
3. Resolution: the hero overcomes the complication and lives happily ever after
How To
How to tell a better story
• A story of transformation• Three Acts: situation > complication > resolution• Remember to include the 5 Ws:
• What?• Who?• Where?• Why?• When?
• Keep it simple!
People not products
Story types
1. The Eureka Story: How I had the idea
2. The Why Story: Why I had the idea
3. The Founder Story: Who had the idea?
4. The Customer Story: Who’s using the product?
5. The Future Story: What is the vision for the future of the business?
6. The Big Transformation Story: How is this business changing the world?
Where to use your story
1. Sales
2. Marketing
3. Networking
4. Pitches
5. Social Media
6. Digital content
7. PR
8. Investor relations/ crowdfunding
9. Leadership/ employee engagement
10. Recruitment
Set your story free!
