Storytelling is all the rage today. Storytelling is the conveying of events in words, sound or images, often by improvisation or embellishment. Storytelling is more compelling and effective delivering information than just using facts. Our brains are more engaged by storytelling than facts. Storytelling builds customer loyalty. People want to be entertained. Stories are illustrative, easily memorable and create stronger emotional bonds with customers. Tell great stories and grow your business. Great storytellers charm, engage and hold their audience. Managers use storytelling to resolve conflicts, address issues and face challenges. Here are the four main elements to build your story.


What is the point of view?


What is the conflict? Conflicts are usually in 3 categories; man vs. nature, man vs. man and man vs. himself. Where does your business sit on the conflict continuum? Your business will engage customers if it solves their conflicts. What problems does your business solve? How does it make customers’ lives easier? Know your audience well. Connect your business with their needs.


What is the coherence? All stories have beginning, middle and end. Stories typically follow a familiar pattern, rising in action toward an inevitable conclusion and resolution. This helps us follow the story.


What is the resonance? Great stories are enduring. They remain meaningful by connecting with people’s emotions.


Now you know why you should tell stories and how to do that. Are you doing that? Why not? Great storytelling will elevate, differentiate and grow your business. I look forward to hearing your story.

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