Stanford professor Jennifer Asker host The Power of Storytelling: Making Brands Come to Life webinar that is available on YouTube. The webinar describes the power of storytelling in business and life. A story:
- Has a beginning, middle, and end
- Has a goal, protagonist, hook, and action the listener should take
- Can be short (4 words)
- Is about the entrepreneur, product, business, and customer
- Creates an emotional relationship so that your customer becomes an advocate
- Transforms the listener because the protagonist is transformed
- About your company empowers teams to make rapid decision
- About your customer transforms your customer into your evangelist
- About what, how, and most importantly why in a consistent way is very powerful
- That lets the listener come to the conclusion creates an emotional connection