Archive for the ‘Business storytelling’ Category

☞ This article from Forbes has been well circulated. But it deserves an airing on this blog because of the emphasis it places on storytelling in entrepreneurship. To Zwilling, storytelling has a more comprehensive effect on businesses than just being solely a tool for marketing. What is also of interest in the full article is Zwilling’s reading of Peter Guber’s book, Tell to Win… and his extraction of some principles of business storytelling from the book.

Starbucks Chairman Howard Shultz (Photo credit: Wikipedia)

“The entrepreneur’s challenge is to effectively communicate their value proposition, not only to customers, but also to vendors, partners, investors, and their own team. Especially for technical founders, this is normally all about presenting impressive facts. But in reality facts only go so far. Stories often work better, because humans don’t always make rational decisions.

Most people care the most about the things that touch, move, and inspire them. They make decisions based on emotion, and then look for the facts that support these decisions. Thus it behooves every entrepreneur to learn how to craft stories from their personal experience and the world at large that make an emotional connection, as well as tie in the facts.

I just finished a book “Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story,“ by Peter Guber, a thought leader on this subject and long-time business executive. He asserts that everyone today, whether they know it or not, is in the emotional transportation business, and compelling stories are the best way for you to move your business forward.”

Read more…  (including  Zwilling’s extraction of the 10 basic principles of  telling the right story from Gruber’s book)