Crafting Business Stories That Captivate, Convince, and Inspire

Jan 24, 2019

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When you want to be understood, tell a story

Over the last decade, storytelling has become one of the most rapidly growing communication tools used by business leaders and executives.

Companies like Disney, 3M, Motorola, and the World Bank have adopted storytelling as a key method of influence and leadership. Instead of corporate memos, email, and PowerPoint presentations, storytelling is now being used to inspire and motivate organizations, to create a vision for the future, to define culture and values, to set goals and build commitment to them, and to lead change.

 WHY storytelling works, and WHEN to use it

  • A simple, three-part story structure that’s proven to work
  • Tips for turning a good story into a great story by using metaphors, emotion, and surprises, while keeping the style concrete, direct, and engaging



Paul Smith is Director of Consumer Research at The Procter & Gamble Company. In his 19 years with the company, he’s worked in leadership positions in both consumer research and finance and accounting functions spanning several multibillion dollar business units and worked directly with retailers including Wal-Mart, Sam’s Club, Costco, and BJ’s. He is also a highly-rated trainer in several P&G training colleges for leadership and communications courses. Prior to P&G, he was a consultant for Arthur Andersen & Company. Smith is the author of Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire