Why should entrepreneurs and business executives care about storytelling? Many reasons, but a frequently overlooked one is that storytelling is SCALABLE.
In their fine book on business storytelling, The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Better and Win More Business ... co-authors Richard Maxwell and Robert Dickman explain that "a good story is infectious. It spreads like wildfire". Just as a good joke elicits surprise and in doing so draws its audience in to participate (in the form of laughter), corporations understand that good stories "deal with the unexpected and actively engage us in finding solutions." And once they find a good story, they tell it over and over on a large scale.
