What's Your Story?
What does storytelling have to do with your business?
Effective business leaders tell business stories to communicate and connect with various audiences including employees, customers, colleagues, partners, suppliers, and the media. Business stories are different from "regular" stories in an important way. You tell them with an objective, goal, or desired outcome in mind, rather than just for entertainment.
Telling a story well creates a personal connection (often very strongly) between your audience and your message. Effective stories can change opinions; inspire us to achieve goals that we didn't think were possible; and they can show people how we can change things for the better.
Storytelling may seem an old-fashioned tool today—which it is. That's exactly why it's so powerful. Life happens in the stories we tell each other. A story can go where detailed analysis can't: into our hearts. Data may persuade people, but it doesn't inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.
Mitchell Goozé (honored speaker at the Commonwealth Club) is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. www.customermfg.com