What is the definition of storytelling?

Storytelling is the social and cultural activity of sharing stories, often with improvisation, theatrics, or embellishment.

wikipedia.com

How can we take advantage of storytelling?

How Where can we take advantage of storytelling?

Relevant for us fields of storytelling

• Leadership storytelling
• Brand storytelling

Leadership
storytelling

... is a leadership tool

• for communication with subordinates
• for knowledge sharing
• for establishing credibility
• for transmitting norms and values
• for generating emotional connections
• for explaining company culture
• for influencing company as a living organism
• for bringing the freshness 

Patterns of successful story

• it must be authentic
• it must be positive in tone
• it must be minimalist in form
• it must be new
• it must be involving

Good leadership story makes people DO.

Great story makes people WANT TO DO.

Brand
storytelling

5Cs

• Circumstance
• Curiosity
• Characters
• Conversations
• Conflict

Start in the middle

Give audience what matters

Spark emotion