This study examined how business leaders use stories through conducting over 170 interviews. It identified five practices for using stories: finding stories, digging into stories, selecting stories, crafting stories, and embodying stories. The purpose of the study was to understand how stories can be used for branding, public relations, internal communications, and with investors. The results showed that stories positively impacted financial performance for 36% of organizations and advanced goals for 18%, while increasing engagement for 17%.

1. There Are Five Sides To
Every Story: Which Are
You Missing?
By Lori L. Silverman
Presentation by Danielle Dahlgren
CMST 412 Article Presentation

2. What was the purpose of this
study?

3. Key Terms
• Sto·ry: noun, plural Sto·ries
• 5 Practices surrounding the use of stories:
1. Finding Stories
2. Digging Into Stories
3. Selecting Stories
4. Crafting Stories
5. Embodying Stories

4. Methodology
• In-depth interviews conducted with more than 170 business leaders in
80-plus organizations throughout the world.

5. Rationale for the study:
•
•
•
•
Branding
Public Relations
Internal employee communications
Investors

6. • 36 percent have experienced positive
financial impact to the bottom line through
increased growth, profitability, and/or
increased funding.
• 18 percent have noted that story has moved
them closer to furthering specific
organizational goals.
• 17 percent have reported increased levels of
engagement between people and the
organization and/or higher levels of
teamwork.