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Telling Your Story… in Business

May 25, 2011

Business people do not talk about stories. And, yet, the most successful business people use stories explicitly and implicitly in their business every day. As I’ve mentioned before, I believe that stories are one of the most important aspects of human life. And, they are everywhere! But, for the moment let’s discuss only their application in business.

You can often find a great story at the heart of a successful company. Whether the story is one that the public knows, the clients know, or even just the employees, there is often some story that provides a binding nature to the company. The story helps to reinforce why you should think about their products, why you should buy from them, or maybe why you as an employee should stay with them. A story is an emotionally anchored way of getting information across that can help to create a call to action.

We are programmed for stories. Whether you enjoy a good movie, book, tv show, opera, magazine, talk radio, the news, or even a night out with family and friends. There is a story or often several stories woven into the fabric of each of those ways of spending time. Neurologically, we enjoy and need stories as humans.

So, if all of this is true, why do we not do a more concerted effort at creating the stories that surround our businesses. Why don’t we plan out our story like a great play? Why don’t we add some of the additional elements that make such a great story… humour, suspense, failure, intrigue. In fact the best business people are doing it. They’re just not talking about it.

So, what’s your story?

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