This document discusses the value of storytelling for business. It contains several quotes from experts emphasizing that stories are powerful communication tools that help convey meaning and build connections with customers. Stories can help products and services stand out from competitors by articulating their purpose in a memorable way. The concept of a story arc is introduced, with the idea that an effective story moves a situation or character from one state to another to create change.

1. Georgy Cohen
@radiofreegeorgy
@crosstowncomm
The Value
of Stories
#gilbaneboston
http://www.flickr.com/photos/pandora_6666/4927859168/
for Business

2. 2

4. National Storytelling
Network
“ Storytelling is the
interactive art of using
words and actions to reveal
the elements and images of
a story while encouraging
the listener’s imagination.
www.storynet.org/resources/whatisstorytelling.html

5. Storytelling is an act of
community, sharing
values and knowledge
http://www.flickr.com/photos/jasonpratt/4807746068/

6. Stories draw strength
from the number of
people
who share them.
http://www.flickr.com/photos/turneround/5398112759/

7. Stories are universal

8. Erin Kissane,
The Elements of
Content Strategy
“ For anyone who
communicates as a
profession, stories
are the ultimate
hack.

9. We see
in stories.
http://www.flickr.com/photos/turneround/5398112759/

10. We see
ourselves
in stories.
http://www.flickr.com/photos/turneround/5398112759/

12. Daniel Pink,
A Whole New Mind
“ [Story] is becoming a
key way for
individuals
and entrepreneurs to
distinguish their
goods
and services in a
crowded

13. “Why We Need
Storytellers at the
Heart of Product
Development”
“ In a world where
consumers are inundated
with choices, products
that want to be noticed
and adopted must be
rooted in the why.
http://uxmag.com/strategy/why-we-need-storytellers-at-the-heart-of-
product-development

16. story arc (n.)
“ A story arc is an extended or
continuing storyline in episodic
storytelling media …
The purpose of a story arc is to
move a character or a situation
from one state to another; in
other words, to effect change.
http://en.wikipedia.org/wiki/Story_arc

17. One type of story arc:
The hero’s journey

18. “ Is our
product
King
Arthur
or
Excalibur?
- Ron Ploof
http://www.mpdailyfix.com/
is-your-product-king-arthur-or-excalibur/

19. Customer 
 Us

20. Thank
you.
@radiofreegeorgy
takethecrosstown.c
om