Storytelling, often overlooked in business, is a powerful and versatile communication tool that can be effectively applied across various business situations to engage audiences, train employees, and drive business objectives.
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storytelling might seem like an odd
subject for a business communication
course but narrative techniques can be
an effective way to organize messages in
a surprising number of business
situations for example Virgin Atlantic
Airways recently created a series of
scripts and then produce videos with a
number of different employees talking
about their experiences working at the
airline storytelling can be used for so
many different things from training
employees too enticing customers and
investors storytelling is such a vital
means of communication that according to
management consultants Steve Toback it's
hard to imagine one's career going
anywhere without the ability to tell a
story fortunately students have been
telling stories all their lives so
narrative techniques already come
naturally to them now it's just a matter
of adapting those techniques to business
situations students have also been on
the receiving end of numerous business
stories storytelling is one of the most
common structures used in television
commercials and other advertisements
people love to share stories about
themselves and others which makes social
media ideal for storytelling for example
Toyota's autobiography user-generated
content campaign featured in bovee
infills text is all about storytelling
career related stories such as how
someone sought and found the opportunity
to work on projects he or she is patient
about can entice skilled employees to
consider joining a firm many companies
now use Facebook's Timeline feature to
create visual stories of their founding
and early years patek Onias tin shed
website serves to storytelling functions
the tin shed Patagonia's first building
plays a key role
and the company's founding and early
years and the online image of the shed
offers gateways to a growing collection
of stories on how such topics as to how
various Patagonia products came into
being how outdoor enthusiasts use the
company's products and how Patagonia is
engaged with various causes related to
the outdoors recently in the Red Cross
blog a post appeared that was titled
whether happens be prepared it's an
inviting story by a Red Cross employee
who writes about her life as a kid on
Cape Cod and uses that to educate people
on being prepared for a blizzard
entrepreneurs use stories to help
investors see how their new ideas have
the potential to affect people's lives
and therefore generate lots of sales
stories can be cautionary tales as well
dramatizing the consequences of career
blunders ethical mistakes and strategic
missteps a key reason that storytelling
can be so effective is that stories help
readers and listeners imagine themselves
living through the experience of the
person in the story a classic story as
three basic parts the beginning of the
story presents someone with whom the
audience can identify with in some way
and this person has a dream to pursue
our problem to solve think of how movies
and novels often start by introducing a
likeable character who immediately gets
into danger the middle of the story
shows this character taking action and
making decisions as he or she pursues
the goal or tries to solve the problem
the storytellers objective here is to
build the audience's interest by
increasing tension well the hero
overcome the obstacles and his or her
path and defeat whatever adversary is
keeping him or her away from their goal
the end of the story answers that
question and usually offers a lesson to
be learned about the outcome as well
storytelling isn't as difficult as
students might think in this learn more
feature we show students examples of how
people have mined the web to piece
together real stories on a variety of
topics encourage your students to
consider adding an element of
storytelling whenever their main idea
involves the opportunity to inspire or
to warn readers or listeners
by the potential outcomes of a
particular course of action your
students can learn the skills of
storytelling from textbooks by boba and
Phil no other business communication
texts on the market coverage
to contact your local rep to order
examination copies or to get further
information about these texts and to
download a large complimentary
collection of materials for your
classroom please visit Beauvais infills
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