An effective business story…

...engages the recipient emotionally and creates a mental journey that leads to goals attained or pain avoided.

... activates the motivational power of emotion, recognizing that facts and figures are the horse on which emotion rides.

For a leader, story’s highest purpose is painting a vision of the possible and an incentive to take the trip as part of an effective team.

For a marketer, the value story considers competition. It creates the vision of goal-satisfying outcomes and makes clear that your path is both correct and superior.

For the sales team, value-based storytelling is a path to excellence in qualifying prospects, finalizing sales and earning loyalty.


Business Communication for Revenue, Relationships, Persuasion, Motivation.


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