Why managers need to become storytellers (Part 1)

The very short video (below) touches on the most compelling reason why businesses of all sizes should concentrate their efforts on to writing stories that are relevant to their customers and prospects.
The reason?

All buyers -- yes, that includes business buyers -- make their purchasing decisions based on emotion, not reason. 


Only after their emotions have come into play (their "gut instinct", after all factors have been considered) will a decision be made. Essentially only after the decision to buy is made, will logic and reason come into play, as the purchase is justified and rationalized.

Here's the video:

Why businesses, large and small, need to be experts at telling stories




How Siemens uses storytelling to engage customers


Another real world example of business storytelling at work, this time in the B2B space with Siemens, one of the world's largest tech companies.

There's work involved in telling stories, and not all clients want to do the work or pay for the content. But those who do gain a competitive edge.

How Siemens uses storytelling to emotionally engage clients and staff






(Click on the above title to read the entire article):

BY  ON 
What does storytelling mean to you?
I think story-telling is an area of expertise that some people have and that isn’t necessarily part of corporate comms, corporate affairs, media relations or anything else. It’s an area of focus for a lot of companies now, they realise that storytelling is one of the most powerful forms of communication, and that comes at a couple of different levels.

I think that good communicators, the great communicators, all really do it naturally. These days though, there is some science coming into it so that all communicators and all companies can start to consider how they use it.  I think that’s the difference.

Think of someone like [Richard] Branson, he uses it all the time.  Every time I've seen him interviewed, he basically tells a story...