Chapter 2

The inside story on the
power of telling

Stories resonate because:

They spark emotions
People use them to make sense of things
People learn from them
Common ground is created on which relationships can be built
Relationships drive brand development and business in times of either feast or famine. If the economic flame were to ever diminish you want to make sure you remain in the spotlight

Face the facts. Everyone has a story to tell and, if done right, people want to hear it.

From the time people first learned to light a fire they’ve tended to gather round the flames to share a story or two.