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Tuesday, March 6, 2012

Using Great Storytelling To Grow Your Business | Fast Company

FC Expert Blog

Using Great Storytelling To Grow Your Business

BY FC Expert Blogger Kaihan Krippendorff | 03-05-2012 | 1:14 PM
This blog is written by a member of our expert blogging community and expresses that expert's views alone.

Every two months, I pull together a community of innovators. We meet somewhere in New York City, usually a boardroom overlooking a park or cityscape. But last month we all found our way into an acting studio operated by The Actors Institute to learn about storytelling.

The members of this group certainly already know something about the topic. They are senior executives at some of the largest corporations, partners in some of the most prestigious consulting and private equity firms, and several cutting-edge entrepreneurs. But the more you know, the more you realize there is to learn, and this group wanted to learn more about how to use effective storytelling to drive change in and grow their organizations.

The experience shocked me, to be honest. I considered myself an expert and snobbishly thought there was little more to learn. How wrong I was. Here are my two key takeaways from this session. Apply them today at your next meeting or phone call and I am willing to bet you will have a better result.

1) Use lots of LOTS. Our facilitator, Gary Lyons, senior coach at The Actors Institute, told us a story and had us dissect what we remembered. Do this, and you will realize your audience is often checked out, comatose, or unable to hear or remember what you are saying. The key to engage them is to use lots of “language of the senses,” or LOTS. When telling a story, share with us what you see, smell, feel, taste, and hear. When you trigger a sense in someone, you bring them into the story with you.

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Posted via email from Siobhan O'Flynn's 1001 Tales

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