Storytelling is art of creating narratives that enable the communication of meaning between two people. Compared to sharing information in a non-narrative way, stories can establish an interpersonal connection by allowing us to make sense of the world together. In the business world, the ability of stories to make a memorable and lasting impression can be a powerful tool in a variety of contexts.
Telling stories is an important leadership skill for high-level managers to inspire, teach, and influence their team members. For example, CEOs can use storytelling in change management situations to help employees adjust to shifts in company systems, structures, and job roles. In the startup context, entrepreneurs use storytelling to pitch their company to potential investors, awakening their imagination to encourage their support of an innovative idea.
Storytelling is also an essential ingredient of any effective marketing strategy. Vivid imagery and persuasive narratives have always been a hallmark of great advertising, and engaging storytelling has become even more essential to standing out in the content-rich online era. Today’s viral marketing landscape especially rewards the exciting, curiosity-inducing stories that generate buzz on social networks.