0:34 storytelling might seem like an odd
0:36 subject for a business communication
0:38 course but narrative techniques can be
0:40 an effective way to organize messages in
0:42 a surprising number of business
0:45 situations for example Virgin Atlantic
0:47 Airways recently created a series of
0:49 scripts and then produce videos with a
0:51 number of different employees talking
0:53 about their experiences working at the
0:56 airline storytelling can be used for so
0:58 many different things from training
1:00 employees too enticing customers and
1:02 investors storytelling is such a vital
1:04 means of communication that according to
1:06 management consultants Steve Toback it's
1:08 hard to imagine one's career going
1:11 anywhere without the ability to tell a
1:13 story fortunately students have been
1:15 telling stories all their lives so
1:17 narrative techniques already come
1:19 naturally to them now it's just a matter
1:21 of adapting those techniques to business
1:23 situations students have also been on
1:25 the receiving end of numerous business
1:27 stories storytelling is one of the most
1:29 common structures used in television
1:31 commercials and other advertisements
1:34 people love to share stories about
1:36 themselves and others which makes social
1:40 media ideal for storytelling for example
1:42 Toyota's autobiography user-generated
1:45 content campaign featured in bovee
1:48 infills text is all about storytelling
1:50 career related stories such as how
1:53 someone sought and found the opportunity
1:55 to work on projects he or she is patient
1:58 about can entice skilled employees to
2:00 consider joining a firm many companies
2:03 now use Facebook's Timeline feature to
2:05 create visual stories of their founding
2:08 and early years patek Onias tin shed
2:10 website serves to storytelling functions
2:13 the tin shed Patagonia's first building
2:15 plays a key role
2:16 and the company's founding and early
2:18 years and the online image of the shed
2:21 offers gateways to a growing collection
2:24 of stories on how such topics as to how
2:26 various Patagonia products came into
2:28 being how outdoor enthusiasts use the
2:31 company's products and how Patagonia is
2:33 engaged with various causes related to
2:36 the outdoors recently in the Red Cross
2:38 blog a post appeared that was titled
2:41 whether happens be prepared it's an
2:44 inviting story by a Red Cross employee
2:46 who writes about her life as a kid on
2:49 Cape Cod and uses that to educate people
2:51 on being prepared for a blizzard
2:53 entrepreneurs use stories to help
2:56 investors see how their new ideas have
2:58 the potential to affect people's lives
3:00 and therefore generate lots of sales
3:03 stories can be cautionary tales as well
3:06 dramatizing the consequences of career
3:09 blunders ethical mistakes and strategic
3:11 missteps a key reason that storytelling
3:14 can be so effective is that stories help
3:16 readers and listeners imagine themselves
3:18 living through the experience of the
3:21 person in the story a classic story as
3:23 three basic parts the beginning of the
3:25 story presents someone with whom the
3:27 audience can identify with in some way
3:29 and this person has a dream to pursue
3:32 our problem to solve think of how movies
3:35 and novels often start by introducing a
3:37 likeable character who immediately gets
3:39 into danger the middle of the story
3:41 shows this character taking action and
3:44 making decisions as he or she pursues
3:46 the goal or tries to solve the problem
3:49 the storytellers objective here is to
3:51 build the audience's interest by
3:53 increasing tension well the hero
3:55 overcome the obstacles and his or her
3:57 path and defeat whatever adversary is
3:59 keeping him or her away from their goal
4:01 the end of the story answers that
4:04 question and usually offers a lesson to
4:05 be learned about the outcome as well
4:08 storytelling isn't as difficult as
4:10 students might think in this learn more
4:13 feature we show students examples of how
4:15 people have mined the web to piece
4:17 together real stories on a variety of
4:20 topics encourage your students to
4:21 consider adding an element of
4:23 storytelling whenever their main idea
4:26 involves the opportunity to inspire or
4:28 to warn readers or listeners
4:29 by the potential outcomes of a
4:32 particular course of action your
4:34 students can learn the skills of
4:36 storytelling from textbooks by boba and
4:39 Phil no other business communication
4:40 texts on the market coverage
5:01 to contact your local rep to order
5:03 examination copies or to get further
5:05 information about these texts and to
5:07 download a large complimentary
5:08 collection of materials for your
5:11 classroom please visit Beauvais infills
