"Words are how we think, stories are how we link" Christina Hawkins

This statement helps to highlight the value of storytelling. Most of us love a good story they capture our attention and our imagination. Hearing a story can change how we might respond and what we think about a particular issue so they can be quite powerful. Unfortunately stories are not used as often as they could be in business to help achieve desired results. This article will explore the value of storytelling in a business context.

Why use storytelling?

The simple answer to why use storytelling is that it works and has done so for centuries. In fact from the earliest civilisations it was the primary method used to convey information from one generation to the other so that important knowledge and traditions were not lost over time. It is sad to say that the effective use of storytelling in business has been largely forgotten in recent years. Hence a very valuable resource is not being used to full advantage. It is a business' unique stories that can attract customers, suppliers and investors if used effectively.

Today there is a tendency to use technology to convey messages in as few words as possible such as 140 characters on Twitter, which can be expedient but does not necessarily gain the benefits one would hope for. There are a number of benefits of storytelling that are represented in the diagram included below. Each one of the benefits is valuable and collectively extremely powerful.

Other points to note are that it is an old and reliable technology that will not let you down if used well having the power to reach a large number of people simultaneously. The use of this particular technology is free with the ability to provide a return nothing like any other technology you may use. The other good news is you do not need to acquire any new skills to use it you already have the ability to do it you just might need to hone them a little and with practice you will get better at it.
Storytelling does not always need to be done face to face. However if you are going to use technology it is crucial you use the right media for the message you wish to convey.

When can storytelling be helpful?

There are a number of situations where using storytelling in business can be helpful which include:
• To gain insight and understanding
• To facilitate action
• To learn something about yourself, others, context or reason for a change
• To inspire hope (sharing a vision)
• To raise morale
• To help allay concerns
• To demonstrate understanding of different points of view
• To attract new business, new suppliers or other beneficial business contacts

A word of caution!

It is not about telling stories just for the sake of it. There are some important considerations that need to be kept in mind. Stories most likely evolve from experience taking place within a particular setting, having characters and usually involve a particular theme. It is about what can someone learn by sharing this particular story.

There are several characteristics that are important when telling a story:
• There needs to be a central character
• A particular perspective is being presented
• There is a point to the story
• The story is useful
• They highlight a ‘next action'

It is the ‘next action' characteristic that makes storytelling in business different to other storytelling. It does not just get to ‘the end' and that is it. In storytelling in business it is important to have the ‘next steps' included into the story.

As the storyteller it is important that you are authentic and transparent. The story needs to be true and not just ‘created' to suit the situation it also needs to be relevant not simply thrown in as 'filler'. Your audience will be able to sense your connection to the story and if they perceive you as being disconnected from it they will switch off and any benefit you might have gained will be lost.

When not to use storytelling

Storytelling is not suitable for every occasion. You need to be prudent with its use. If you overuse it or use it inappropriately then you will lose any benefit you might have hoped to gain. Storytelling is not a cure-all or panacea. It is only as good as the idea that is being conveyed. So when shouldn't you use storytelling?

• If the audience requires a statistical analysis of the situation
• If the best way to convey information is as a result of analytical analysis - storytelling is a supplement to analysis not a replacement
• When the story you wish to convey is not complete
• If the story you are to tell could be deceptive and somewhat contrived by embellishing the facts

So how could you use storytelling more effectively in your business?

Carol McGowan is a Business and Life Coach, Counsellor and Educator. Her passion is helping individuals and businesses to make successful transitions. Carol has over 35 years experience in business and has released a book called Aspiring to Good Business. She may be contacted at This e-mail address is being protected from spambots. You need JavaScript enabled to view it . Information about Carol can be found at www.besa.com.au