Why Storytelling for Business Matters and How to Start

Posted on Apr 11, 2017 3:33:26 PM by Ed Heil

“We have an important story to tell,” is something I hear from business owners quite often. They then proceed to tell me about their story of value, their story of variety, or their important story of affordability. To which I respond, those aren’t stories. Value propositions, perhaps, but not stories. The idea of storytelling for businesses is a notion that has gained traction in recent years and yet the execution of the concept is misinterpreted and misplayed. Sadly, most business owners and marketers aren’t journalists and they don’t really know where to start when telling a story.
So, let’s set some ground rules — real stories have characters, not value propositions. They have a beginning, middle, and end, and they leave the reader or viewer better off, or more knowledgeable and connected, than before they discovered the story. In this post, we’ll discuss why stories are important, what makes a great story, and where to find your business stories.
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Posted in storytelling for business