Why Business Leaders Need Storytellers

Here’s a crazy fact. Many corporate executives don’t know what their company’s story is.

I understand that sounds ridiculous, but it’s true. They know elements of their story. When it was founded, who founded it, how many widgets they’ve shipped over the years, et cetera. Unfortunately, they frequently miss the component of their story that’s going to make it appealing to the masses. That’s what a storyteller can do for them.

Business leaders are just that. Ask them about P&L, cost-benefit analysis, ROI… they’ll blow your socks off. They know their stuff when it comes to pie charts and tables, but storytelling isn’t about facts and figures. It’s about emotion.

Business leaders need storytellers who can look at their company, identify the types of stories that will connect with audiences, then let them loose.

–Tony Gnau