Story Works. Why Don’t Business Leaders Use It?


    Beyond sales and bids, business leaders must master the purpose-told story for all strategic tasks, not the least of which is branding.

    Brand equals reputation. As goes your reputation, so goes your fate. If you don’t control your story and tell it powerfully, others will tell it for you with less than flattering results. Fair or unfair, stories shape corporate futures. 

    Leading with story is not a new tactic. Study after study documents how well-told stories fuse bonds of interest and empathy between teller and listener that trigger money-making results. Unfortunately, the vast majority of corporate leaders working in this super-competitive world do not tell story. Why? Why is story strategy still more theory than practice? 

    Robert McKee


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