People in business are conditioned to believe they must communicate in a rational, objective and logical manner, without emotion, if their point is to be accepted. The reality is, however, that stories engage both hearts and minds and are the most effective means to engage and persuade. The Storytelling Pocketbook shows readers how to use stories to get their ideas across and make a deeper connection with their audience. With practical exercises throughout, the book shows you how to create your own story frameworks, and explores the different settings in which you might use them, eg to ignite organisational change, to transfer knowledge, to build brands, to develop people.
“We live in the participation economy. A time when stories and conversations are what count; marketing has changed forever, moving from creating awareness and demand to inviting the audience to join a movement. And all movements are based on a great story. This book will help you become the best storyteller you can be. And it’s fun too!”
Kevin Roberts, Worldwide CEO, Saatchi & Saatchi
“Good stories have impact. This helpful book gives you a practical guide on how to create, shape and deliver yours.”
Rob Goffee, Professor of Organisational Behaviour, London Business School and joint author of Why Should Anyone Be Led by You?
“The art of storytelling has become key to successful leadership and organisation change. Roger Jones’ how to pocketbook gives today’s managers the know-how to develop this art to make a real and practical difference to their leadership effectiveness.”
Professor Frank Horwitz, Director, Cranfield School of Management