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Business Communication

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3 Ways to Measure the Results of a Business Storytelling Project

The first step in measuring the results of a business story project is to lay out your objective and what you seek to accomplish. Do you want more loyal customers, more engaged employees, increased sales [more…]

How to Build a Business Storytelling Strategy

You have many opportunities to use stories in marketing your business. Figuring out what to share and where to share it are tactical feats. But tactics will only take you so far. Better to first think [more…]

How to Develop an Organization-Wide Business Story

No one can fight with a personal dream story you share about the future of a project, a business, a product or service, or an enterprise. It’s yours. You own it. However, they can always fight a future [more…]

How to Use Founding Stories to Enhance Your Business Brand

You as an individual have a founding story and so does the business that you’re a part of. It’s not unusual for these stories of origin to morph over time as you or your firm evolves. [more…]

How to Use “What We Stand For” Stories to Enhance Your Business Brand

What we stand for stories are about core values of a business and the work ethics that surround them. These stories relay non-negotiable principles that guide how you or the organization choose to lead [more…]

How to Use Stories of Your Future to Enhance Your Business Brand

An organization’s future story is the story of the future that you and your business’s customers, by being in relationship with each other, create to bring about a difference in the world. It’s a story [more…]

How to Use Success Stories to Enhance Your Business Brand

The good news is, everyone has success stories to tell (and most businesses do, too). These appear to be the most prevalent type of stories found in hip pockets. Quite often success stories are authored [more…]

How to Use Memorable Customer Stories to Enhance Your Business Brand

Everyone has stories of situations where they’re an in-person or online customer of a business. They’re also often in situations where others are our customers, whether they’re internal or external to [more…]

How to Improve Your Business Stories by Listening to Others

There’s one thing you can do right away to improve your storytelling skills. It’s the most important quality in being able to be a fabulous storyteller. That single most important element is to [more…]

How to Choose a Perspective for Your Business Story

You’ve likely heard the idioms There are two sides to every story and There are two sides to every question. Some people suggest there are actually three sides: Yours, theirs, and the truth. When it comes [more…]

How to Evoke a Story for Your Business Storytelling

Evoking stories is the deliberate process of sparking specific stories in others that you have a hunch will be beneficial to hear because of the perspective and message they convey and their multiple potential [more…]

4 Tips for Listening to Stories for Your Business

Two critical listening behaviors are: Giving your total attention to the person who’s telling you a story and not interrupting the flow of the story as it’s being told to you, even if it’s unclear or the [more…]

5 Tips for Capturing and Preserving Raw Stories for Your Business

Rarely will you hear the first rendition of a business’s story and say, “Wow. That’s well crafted.” If you’re truly serious about sharing stories from others that compel people to action, then you’ll need [more…]

How to Determine the Themes of Your Business Story

Sometimes the key message for your business easily pops out of the story. Most times it doesn’t. When it doesn’t, start by identifying all the themes that the raw story covers. [more…]

How to Figure out the Key Message of Your Business Story

You’ve whittled your business story’s themes down to the vital few, but they’re likely still too general. Now it’s time to figure out your story’s key message — what you want to leave people with that [more…]

How to Tease Apart the Layers of Meaning in Your Business Story

As you’ve just experienced, a single story in your business can have multiple themes and potential key messages. Those are called layers of meaning. Where do these emanate from? [more…]

How to Incorporate the Business Story into the Sales Proposal

If you have enough flexibility in how the sales proposal is crafted, here are a variety of ways you can incorporate stories into the document: [more…]

How to Create a Business-Story-Based Sales Presentation

For over 40 years (yes — a long time) 90% of my selling technique was “story telling” and 10% was closing the sale. I had already done my “prospecting” to find the client and now it was time for my “presentation” [more…]

How to Create Need for Change through Business Storytelling

A compelling story is critical for any change effort in a business. But a great story from the C-suite isn’t enough. One big mistake leaders make is thinking that what motivates them is what motivates [more…]

Hollywood-Focused Story Structures for Business Storytelling

You most often see stories used to entertain – Hollywood often uses a narrow selection of story structures that would also be useful for your business stories. [more…]

Business-Focused Story Structures for Business Storytelling

Sometimes business-focused stories don’t quite fit these more dramatic types of structures. When this happens, try using the components of business-focused story structures we’ve identified here, which [more…]

Business Storytelling: How to Bring Characters to Life

Characters are very important when you want to engage listeners in your story. To add more zing to a story, detail some of the characteristics and motivations of your characters using [more…]

How to Use Business Storytelling to Shift the Sales Cycle

There is a time-honored (because it’s often successful) sales process in business that is remarkably similar to the storytelling process. It goes something like this: [more…]

Business Storytelling: How to Improve Your Story through Figures of Speech

When crafting a story for business use, it’s common to be literal in your word choices, which can produce some uninteresting results. Inserting oxymorons, metaphors and similes, analogies, and aphorisms [more…]

Business Storytelling: How to Grab People’s Attention

Because stories inherently need to have a plot and conflict, heightened drama and tension are key. This means early on you’ll want to reveal feelings around the troublesome situation. These might include [more…]

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