“Tell me a story.” Probably all of us remember saying this when we were small … and many of us are now hearing the same words from our own children. But stories aren’t just for kids. We grown-ups still read novels, go to the theatre, watch movies, listen to audio books. We want to find out whodunit, or savour the thrill of budding romance, or shed a tear when life deals a painful blow to the characters we relate to.
And this is why the art of storytelling works so well for a business. It’s all about relating. A company can present complex facts and figures to promote its products and services. But nothing clicks with clients like real stories about real people.