So you ask the question, “What does storytelling have to do with Business?” Well, Ann Handley of Content Rules addresses this in her post.
Here a brief excerpt:
“Storytelling” is one of those works that I always find impossibly squishy in a business context. For me, it always conjures up more performance art than industry.
But the idea of storytelling as it applies to business isn’t about spinning a yarn or fairytale. Rather, it’s about how your business (or its products or services) exist in the real world: how people use your products—how they add value to people’s lives, ease their troubles, help shoulder their burdens, and meet their needs. Think in those terms when producing customer stories, case studies, or client narratives—so that people can relate to them. In that way, your content is not about “storytelling,” it’s about telling a true story well.”
And so I commented, again on her post, “Great topic, Ann and one that I’m particularly interested in as it related to small business storytelling. Definitely agree that in the business context, story telling is really about “telling a true story well”. Also in business “numbers tell a story”. From a financial standpoint, there’s always a story behind the numbers. As an accounting professional, part of my job is to tell that story well.”
What’s your take?