Smart Guide To Storytelling For Leaders and Salespeople

WHY STORYTELLING
If I told you that storytelling can assist managers
in becoming the leaders others like to follow, make
companies a place where people like to work and
help salespeople gain the trust and confidence
of their prospects, you might wonder why more
companies aren‘t making it a standard practice.
But many companies are. Companies like Microsoft,
IBM, Boeing, Nike, Coca Cola,Bayer,SAP and many
others are training their people to capitalize on the
ways storytelling can influence, motivate and inspire
others in business settings.
Neuroscience has contributed to the growing
interest in storytelling as a business tool, and
is showing how it can do for human relations what
technology is doing for innovation.
See for yourself. On the following pages is a two-part
exercise similar to one we give participants during our
business storytelling workshops. The purpose of this
exercise is to demonstrate just some of the scientific
findings that have created interest in storytelling’s
functionality. It is highly recommended that you take a
few minute to go through this exercise before reading
about some of theways you can put storytelling to
work.
“
The story is a machine
for empathy. In contrast
to logic or reason, a
story is about emotion
that gets staged over a
sequence of moments, so
you empathize with the
characters.
Ira Glass
6
www.story-lab.net
Better Chemistry Through Stories