Discussion paper

Power of storytelling

Keeping it real

From fairy tales to urban myths, whatever our age, we all love a good story. If it’s B2B examples that you’re after, then we have two favourites. Both concern lowly heroes who go to the big boss with big ideas. Big ideas that will kickstart the bottom line.

The first tells the boss who makes match boxes, he can cut costs in a single strike. How? By putting the strike strip on just one side of the box, not two. The second of our heroes tells the shampoo maker he can double profits in a week. How? By adding a simple sentence to the label. “Rinse and Repeat”.

Whether these events really happened is irrelevant. The lesson is in a clever idea, simply expressed. That is the core of great storytelling.

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Find out more in our ‘Power of storytelling’ discussion paper...
Power of storytelling
‘Power of storytelling’ includes
  • Why Storytelling is the perfect match for live events
  • How storytelling can change customer perceptions
  • The different types of storytelling and when to use them

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