Storytelling revisited

Develop your company’s story with the mindset “what’s in there for them”

Every company or organisation has its own story. But storytelling is not only about having an interesting story. It is mainly about “how” the story is told. Your organisation’s story will only be powerful when it focuses on what it means to others.

John Steinbeck, one of my favourite American authors, said “If a story is not about the hearer, he will not listen. And here I make a rule—a great and interesting story is about everyone or it will not last.”

It is about them, not about you.

Stories are meant to set up an emotional or mental connection with your audience. You cannot build that connection by telling people how great or special your company is. Nobody is waiting for that type of stories anymore.

Interesting stories are always about people in the first place, because they pull people into a dialogue. Interesting stories are stories that touch people’s hearts as well as their brains, and inspire them to share the experience of feeling or knowing with others they meet on their path.

In this seminar, we focus on how to craft good stories and on what your company could mean to others rather than about your company itself. You will be presented with lots of examples of companies that already successfully embarked on the storytelling journey.

In addition, you will be introduced to a methodology to skilfully select all the right ingredients to craft a compelling story, your audience will be glad to share with those that matter to them.

Who should attend?

This seminar is mainly intended for marketing managers, communications managers and executives who value the power of storytelling to let customers and potential customers discover the exceptional experience a brand can bring about.

More info

If you would like to receive more information on the content, the different formats (in-company training sessions, brainstorms, hands-on workshops, individual coaching, or lectures), language options or anything else you have questions about, don’t hesitate to contact us directly.