Being able to tell a great story is as important as a sound business strategy. If strategy is about appealing to logic, then story-telling is about appealing to emotion.
In fact, a good story can act like a tailwind that adds momentum to your business even when there isn’t much differentiation from your competition. And a poor story can be a headwind even when your offering may be superior.
A story is a lot more than the product or service message. It is the broader narrative that connects a number of dots (including the message) that gives others a reason to listen to what you have to say. Continue reading