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The importance of telling stories in business.

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Slides to accompany Ian Sanders' presentation at The How's Business Breakfast hosted by York, North Yorkshire and East Riding Local Enterprise Partnership.
Harrogate, 24 July, 2015

Published in: Business
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The importance of telling stories in business.

  1. 1. The importance of telling stories in business. Ian Sanders
  2. 2. “Who made the clothes you’re wearing?”
  3. 3. Storytelling = a powerful business communication tool
  4. 4. How does a business get heard?
  5. 5. It doesn’t matter if your product isn’t sexy!
  6. 6. Tell don’t sell
  7. 7. Every story is about transformation
  8. 8. Imagine…
  9. 9. The Airbnb Story
  10. 10. The Sugru Story
  11. 11. Stories: “The power to win customers, align colleagues and motivate employees.” (Nancy Duarte)
  12. 12. Make the customer the hero
  13. 13. The Three Acts of A Story 1. Situation: set the scene, meet the hero/ main character(s) 2. Complication: introduce a complication or obstacle 3. Resolution: the hero overcomes the complication and lives happily ever after
  14. 14. How To
  15. 15. How to tell a better story • A story of transformation • Three Acts: situation > complication > resolution • Remember to include the 5 Ws: • What? • Who? • Where? • Why? • When? • Keep it simple!
  16. 16. People not products
  17. 17. Story types 1. The Eureka Story: How I had the idea 2. The Why Story: Why I had the idea 3. The Founder Story: Who had the idea? 4. The Customer Story: Who’s using the product? 5. The Future Story: What is the vision for the future of the business? 6. The Big Transformation Story: How is this business changing the world?
  18. 18. Where to use your story 1. Sales 2. Marketing 3. Networking 4. Pitches 5. Social Media 6. Digital content 7. PR 8. Investor relations/ crowdfunding 9. Leadership/ employee engagement 10. Recruitment
  19. 19. Set your story free!
  20. 20. Continue the conversation: Twitter @iansanders Email hello@iansanders.com

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