This document discusses business storytelling. It defines business stories as having a purpose, listening to the audience, and being real, unlike traditional stories which focus on the storyteller. Stories appeal to emotions and help people understand, remember, and retell information. The document outlines the story cycle of listening, crafting, and telling stories and provides tips for each step, such as understanding the audience and crafting stories using a XYZ method. The overall message is that storytelling can connect with audiences and inspire them in a way that speaking or presenting cannot.

1. Business Communication Mastery
STORYTELLING
Presenter: Kit Pang
BostonSpeaks

2. “Logic makes people think, but it
is emotion that makes people
act.”
– Zig Ziglar, author and motivational speaker

3. Business
Storytelling
101
Story Cycle

4. What Is Business Storytelling?
Traditional Stories (Talker’s Rant)
 What’s Your Point?
 Just For Laughs
 The Other Day…
Business Stories (Listener’s Reply)
 Have A Purpose
 Listen To Your Audience
 Be Real

5. Traditional stories stick to What’s
important for ME. Business stories
dive into What’s in it for YOU.

6. Why Is It Important?
 Data appeal to The Head. Stories appeal to The Heart.
 Stories help you:
-Understand
-Remember
-Retell
 Business Stories - Connect, Engage and Inspire

7. What’s Your Storytelling Style?

9. Story Cycle
StoryListening
StoryTelling
StoryCrafting

10. StoryListening
OTHERS
•What makes them tick?
•What are they frustrated about?
YOURSELF
•What are you passionate about?
•What problems do you want to solve?
How can I help others by
sharing MY STORY?

11. StoryCrafting
XYZ METHOD
My story is about X.
(Topic)
What’s interesting about it is Y.
(Story)
And I’m telling you this because Z.
(Purpose)
Adapted from Alex Blumberg | Transom
What is your
SIGNATURE STORY?

12. StoryTelling
Forget the Pitch
Tell a Story
Forget the Advice
Share a Story
How will your story
CHANGE THE WORLD?
Forget the Journal
Start a Story Book