Why use stories:
To break barriers
To put information into context
To be persuasive
To make an emotional connection
To enliven a presentation of facts and figures
To keep you foremost in people’s minds
To give you control of the spotlight
How to use stories:
Spark transformations
Build community
Ignite innovation
Learn (and unlearn) from experiences
Share values
Create and promote culture
Build organizational capacity
Shape and speed action
Where to use stories:
Corporate histories
Business plans and proposals
Product development and launches
Product messaging
Case studies and success stories
Customer and employee profiles
Executive profiles
Sales and training materials
Newsletters
Magazine articles
Advertising copy
Qualities of a story:
Narrative—a beginning, middle and end
Suspense—something that holds our interest and makes us want to find out what happens next
Visual details—we can picture what takes place
Emotional content—such as fear, greed, anger, happiness and love
Credibility—a trustworthy voice or narrator
Optimism—faith in the ability to triumph over obstacles
Some kinds of stories:
Legend
Fable
News
Humorous
Anecdote
History
Posts
