The importance of telling stories in business.

The importance of telling stories in business.

Ian Sanders

“Who made the clothes you’re wearing?”

Storytelling = a powerful business

communication tool

How does a business get heard?

It doesn’t matter if your product isn’t sexy!

Tell don’t sell

Every story is about transformation

Imagine…

The Airbnb Story

The Sugru Story

Stories:“The power to win customers, align colleagues and motivate

employees.” (Nancy Duarte)

Make the customer the hero

The Three Acts of A Story

1. Situation: set the scene, meet the hero/ main character(s)

2. Complication: introduce a complication or obstacle

3. Resolution: the hero overcomes the complication and lives happily ever after

How To

How to tell a better story

• A story of transformation• Three Acts: situation > complication > resolution• Remember to include the 5 Ws:

• What?• Who?• Where?• Why?• When?

• Keep it simple!

People not products

Story types

1. The Eureka Story: How I had the idea

2. The Why Story: Why I had the idea

3. The Founder Story: Who had the idea?

4. The Customer Story: Who’s using the product?

5. The Future Story: What is the vision for the future of the business?

6. The Big Transformation Story: How is this business changing the world?

Where to use your story

1. Sales

2. Marketing

3. Networking

4. Pitches

5. Social Media

6. Digital content

7. PR

8. Investor relations/ crowdfunding

9. Leadership/ employee engagement

10. Recruitment

Set your story free!

Continue the conversation:

Twitter @iansanders

Email [email protected]