All people and cultures relate to STORIES! Using PAR, one can communicate the best business story on a personal and career standpoint.

1. BUSINESS
STORY TELLING
John R. Choate
PMI – VP Membership

2. TABLE OF CONTENTS
• Can You Identify?
• Why Stories?
• Powerful Communication
• Eight types
• Tips
• PAR & Examples
• Understand the Difference
• Benefits
• Value
• Take Away

3. CAN YOU IDENTIFY?

4. WHY STORIES?
• Telling stories is one of the most powerful means to influence, teach,
and inspire.
• What makes storytelling so effective for learning?
• Storytelling forges connections among people, and between
people and ideas.
• Stories convey the culture, history, and values that unite people.

5. POWERFUL COMMUNICATION TOOL
1. Stories make a point - simplest and most direct reason why stories are so
powerful.
2. Stories make it memorable - will help people remember your message.
3. Stories make it meaningful - make us feel a part of the situation.
4. Stories create and reveal emotions - helps to influence or persuade.
5. Stories build connections - create a bond between the teller and the
receiver.

6. 8 TYPES
• Who We Are
• Why
• Vision
• Good Business
• What We Learned
• How We Design It
• How We Do It
• Meet Our Customers

7. TIPS FOR BUSINESS STORYTELLING
Understand your audience
Know your message
Ensure your story has a structure
Be authentic
Use a conversational tone
Remember the audience is the hero
Be visual.
Make human and emotional connections
Sell your story, not your product

8. PAR APPROACH TO STORYTELLING
P
PROBLEM – Is the
core issue the hero
must tackle.
A
ACTION – Is the
small steps the
hero must take to
resolve the
problem.
R
RESULT – Is the end
accomplishment.

9. COST OF QUALITY
P
PROBLEM: Market price of product too high
and need to drop costs 12% (COGS) to be
competitive in marketplace ( Highest Costs
in material BOM).
Only two departments to be solicited;
1. Product Engineering (Redesign)
2. Materials (SCM)
Must be implemented within 2 quarters
(Current FY).
Although SBU, expand Corporate SCM due
overlapping commodities.
A
New Quality Cost reduction model
based three weighted elements;
1. Just In Time (JIT) Delivery
2. 1st pass quality
3. 2nd pass quality
Obtain CFO funding for 3rd party to
build new IT SCM Cost model.
Train SCM and Supplier teams on how
to submit proposal for off cycle cost
reduction (Spend) RFQ.
Train SCM team to determine price
vs. COQ for contract re-negotiations
with Supplier POC (CEO <> SCM
Mgr.).
R
Overall cost reductions were 23% to
target of 12%.
One commodity group was highest
reduced in world – 90%+. Documented
in new SCM Book on Supplier Quality.
Reductions were new 40 year record for
Corporation.
Over $10M dropped to bottom line and
became highly competitive in
marketplace for cancer killing products.

10. FACTORY IN
CHINA
P
Set up Phone factory in Northern
Mainland China in 4 months and be
able to produce new units by start of
calendar year.
Penalty: Lose Customer & Product
Rights
A
An integrated cross functional team;
 Customer
 Locals
 Company
Incremental & Expandable SMT/Box
line setup approach to site.
Focus: team success is company
success!
R
Achievement: 100% OTD & Quality
Growth: 3 > 21 Lines in one year !

11. UNDERSTAND THE DIFFERENCE
• Solution - constructing a course of action that will transform your current situation into one where your objective has
been achieved.
• Benefit - solving a problem or dealing with a difficult situation
• Value - the importance, worth, or usefulness.

12. BENEFITS
• Vocabulary, comprehension, sequencing, memory and
creative writing all benefit from storytelling.
• Storytelling improves listening skills that are essential in
learning and in relationships.
• Storytelling encourages creative writing, creative
thinking and problem solving.

13. BUSINESS VALUE
1. Stories help to remove the clutter and focus on what matters most.
2. Stories help making information understandable so it creates impact.
3. Stories engage people needed to create impact.
4. Stories make something actionable.

14. TAKE AWAY
WHY
One of the most
powerful means to
influence, teach,
and inspire.
PAR
P = Problem
A = Action
R = Result
VALUE
Stories help you to
remove the clutter
and focus on what
matters most.

15. JOHN CHOATE
• John has over 20+ years’ Global SCM
experience in multi Industries as a top Story
teller. His beginning was in the USAF as a
Logistics/ Transportation and Data
Systems Officer where he was taught to
relate projects, verbal & written, to
DOD/USAF personnel on the 6th grade
level. In the business world he refined his
approach and techniques by using a “
PAR “ approach.