“Tell me a story.” Probably all of us remember uttering this when we were small … and many of us now hear the same words from our own children.
The truth is that stories aren’t just for kids. We grown-ups still read novels, go to the theatre, watch movies and TV shows, listen to books on tape. We want to find out whodunit, or savour the joy of budding romance, or shed tears when life deals a sad blow to the characters we relate to.
And this is why the art of storytelling works so well in a business context. It’s all about relating. A company can present impressive facts and complex graphs, with enthusiastic pitches to prove how advantageous its brand is. But nothing clicks like real stories about real people.