The same goes for successful business leaders. Those that can tell a great story and those who can connect with their audience – whether in theatre full of hundreds of people or in a one-on-one meeting – will have more success in making a difference and getting heard. The best business leaders share stories that people want to be a part of.
Paul Smith, Director of Consumer Research at Procter & Gamble, has just published a book to this topic. Lead with a Story: A Guide to Crafting Business Narratives that Captivate, Convince, and Inspire has examples from over 50 companies (including Saatchi & Saatchi) that use storytelling in their business. It’s a great guide that will help leaders influence and inspire.