Five ways to... use storytelling

Five ways to... use storytelling

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By Martin Lee

Martin Lee looks at five ways to use storytelling, from resolving conflict to focusing on people.

  1. Don’t be afraid of stories
    Stories are powerful business tools – we all remember the great storytellers, but who remembers the great business analysts?
  2. Use stories to resolve conflict
    Business is full of conflict and dilemma, and all stories are about conflict resolution. So use them to dramatise the issues you face and how they can be resolved.
  3. Short stories are the most effective
    Hemingway rated the best story he ever told to be only six words long: ‘For sale, baby shoes. Never worn.’ When time is money, make your stories concise.
  4. Make your stories about people
    Use stories to humanise your business. 
  5. Stories don’t have to be new
    Stories tell timeless, universal truths, so don’t worry about having to make up new ones. Find contemporary, relevant implications for your business in stories from all ages.
Martin Lee is co-founder of Acacia Avenue. Watch his TEDx talk, ‘The story of my shame’, at tedxealing.com.
 
This piece was taken from the March issue of Market Leader. Read more from the archive in our Library.
 
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Author: The Marketing Society
Posted: 07 May 2013
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