We humans have long recognised that stories are a great way to transfer knowledge and wisdom. We know that better stories result in more resonant messages. But we’re selling storytelling short by putting it in the ‘communications’ box. This limiting belief that story is simply how we impart information means we don’t harness its full potential.

A good story well told helps you to:

1. Communicate with clarity and confidence.
2. Achieve emotional resonance with your audience.
3. Be more persuasive and influential.
4. Consistently act in alignment with your mission.
5. Attract the right people, whether they be customers, employees, volunteers or donors.
6. Inspire people to buy into your mission or get behind your cause.
7. Execute plans as you work towards your vision for the future.
8. Add value to your products, services and company
9. Spread your ideas.
10. Change the culture and create the future you want to see.

Stories do more than help us to tell and sell. Shared narratives are powerful catalysts for change and the building blocks of our culture.

Image by Scooter Lowrimore