Philip Pullman once said: "After nourishment, shelter and companionship, stories are the thing we need most in the world." There are few mediums more captivating than a well told story. From 'what happened next?' to personal connections we make through characters and events, everyone loves them.
As human beings, we've been telling stories for thousands of years-to share our experiences, to pass down lessons, to understand and relate to one another. But in the workplace, storytelling also serves as an essential, powerful tool for effective communication.
Legendary marketer, Seth Godin, describes marketing as "the art of telling a story that resonates with your audience and then spreads." If you look at some of the biggest brands around, you might notice that they are often amazing storytellers.
After: Imagine what it’d be like having Problem A solved.
Bridge: Here’s how to get there.
Set the stage of a problem that your target audience is likely to experience ( a problem that your company solves). Describe a world where that problem didn’t exist. Explain how to get there or present the solution (i.e. your product or service).