Storytelling for Business: Connect Emotionally

ISBN-13: 9783565242801 / Angielski / Miękka / 244 str.

Sarah Whitfield

Opis

This book explores how strategic storytelling operates as a business communication tool that creates emotional resonance and drives decision-making beyond logical argumentation. It examines patterns in corporate messaging where feature lists and data overwhelm fail to generate customer action, revealing mechanisms through which narrative structure, character development, and conflict resolution engage human psychology in ways that facilitate memory retention and behavioral change.The content reframes business storytelling not as entertainment but as persuasive architecture that makes abstract value propositions concrete and relatable. Readers will examine frameworks for identifying authentic brand narratives, structuring customer journey stories, and crafting founder origin accounts that build credibility while creating emotional investment in business outcomes.Through systematic analysis of narrative mechanics, the book reveals how effective business stories operate through universal story elements adapted to commercial contexts. It navigates tensions between authenticity and strategic messaging, exploring decision models for story selection, protagonist identification, tension creation, and resolution framing that align emotional engagement with business objectives. The work addresses storytelling across sales presentations, marketing content, investor pitches, and internal communications that transform transactional relationships into committed partnerships.

Business storytelling doesn't manipulate emotion-it translates value propositions into narrative frameworks that align customer aspirations with solution capabilities in memorable ways.