...Storytelling as a business communication Why storytelling in business? 1. Storytelling is an ancient art that has not changed in several thousand years. 2. The effective use of storytelling in organizations involves crafting and performing a well made story with a hero or heroine, a plot, a turning point, and a resolution. 3. A storyteller catches and holds attention of an audience by evoking the sights and sounds and smells of the context in which the story took place. 4. A compelling, well made story is regardless of the purpose for which the story is being told. 5. Storytelling is a rare skill in which relatively few human beings excel. Eight different corporate narrative archetypes If the objective is | You will need a story that | In telling it, you will need to… | Your story will inspire such phrases as … | Sparking action | Describes how a successful change was implemented in the past, but allows listeners to imagine how it might work in their situation. | Avoid excessive detail that will take the audience’s mind off its own challenge. | ‘Just imagine’ ‘what if’ | Communicating who you are | Provides audience engaging drama and reveals some strength or vulnerability from your past. | Provide meaningful details but also make sure that the audience has the time and inclination to hear your story. | ‘I do not know that about him.’ ‘Now I see what she is driving at’ | Transmitting values. | Feels familiar to the audience and will prompt discussion...
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