Often enough, figures and facts are preferred to stories in the working environment, and this actually leads to building up a certain distance among the very team members or between the company and its customers.
On the other hand, sharing a personal story makes people get closer to each other and gives them the feeling that anybody can make and overcome mistakes, proving therefore invaluable to the idea of bonding. Storytelling enables cooperation by creating bonds based on strong emotions such as empathy.
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