IT’S been called a strategic tool with “irresistible power” by Harvard Business Review. And “the major business lesson of 2014” by Entrepreneur magazine
What exciting new 21st-century technology is this?
The age-old art of storytelling — something humans have done since they could first communicate. So why has it become this year’s buzzword? And what is its new value?
In these days of tougher-than-ever job searches, competition for crowdfunding and start-ups looking to be the next Google or Facebook, it’s not enough just to offer up the facts about you or your company to prospective employers or investors. Or even to your own workers.
You need to be compelling, unforgettable, funny and smart. Magnetic, even. You need to be able to answer the question that might be lingering in the minds of the people you’re trying to persuade: What makes you so special?
You need to have a good story.
“As human beings, we know that stories work, but when we get in a business relationship, we forget this,” said Keith Quesenberry, a lecturer at the Center for Leadership Education at Johns Hopkins University.