The ability to articulate your story or that of your company is crucial to almost every phase of enterprise management. It works all along the business food chain. A great salesperson knows how to tell a story in which the product is the hero. A successful line manager can rally the team to extraordinary efforts through a story that shows how short-term sacrifice leads to long-term success. An effective CEO uses an emotional narrative about the company’s mission to attract investors and partners, to set lofty goals, and to inspire employees. Sometimes a well-crafted story can even transform a seemingly hopeless situation into an unexpected triumph
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When you begin to talk in stories, your black-and-white words turn into color.  Your drab requests turn into a mission.  People find you to be more compelling.  And once that happens, others will see that stories work, and they’ll start telling stories, too.