In life, it is great stories that captivate an audience, create emotion, teach lessons, and drive behavior. While some of us are natural storytellers, others are not, but wish to be.
Today, many organizations capture and share stories of victory and loss, recognizing the importance of recapping key details as a way to create awareness and as a vehicle to help others grow. The challenge is that few truly understand what makes for a great story. To make matters worse, these stories are regularly told from a sales perspective and rarely include the buyer’s view. As a result, the impact of the stories told is not quite as big as it could be, and the opportunity to impart multidimensional wisdom often falls short. So, in a world of one-sided stories told by non-storytellers, how do we create more great win-loss stories?