The Value of a Story

You’re familiar with stories – you may have seen a movie last weekend, watched TV, or recently read a news article or a novel; or maybe you just had a phone conversation and talked about a family member’s latest shenanigans.  Let’s review what a story is and does.

A story is an expression using words, pictures, or a combination.  The expression usually portrays an insight, a truism, motivation, or lesson.  It can convey general knowledge or the author’s perspective.  It usually has a beginning, middle, and end; and usually there is a hurdle or obstacle that gets resolved. A good story will evoke feeling from the reader or listener.  It may inspire them to take action similar to that of the main character.  Or it may stick in their memory, waiting to be recalled and/or retold when triggered.

What A Business Story Is and Can Do

A business story begins with setting the desired outcome of the reader.  Do you want them to be inspired, motivated, or persuaded?  Do you want them to have a feeling of agreement or maybe awe? 

In a good story there is usually tension, complication, or conflict and it needs to be resolved; this is why you are in business, correct - to resolve issues and make work, life, everyday tasks and occasions easier for your customers?

The theme of a good business story expresses your unique Point of View (POV) as it relates to your field of business.  Because it contains a plot that addresses interests of your readers, rather than a string of facts about your project or offerings, it is memorable.

Use a story when bringing people into your project, in awareness campaigns, or in describing your offering.