Entrepreneur

From Bedtime to the Boardroom: Why Storytelling Matters in Business

These innovators are connecting with consumers, colleagues and investors on an emotional level.
Source: Shutterstock

It’s one of the biggest buzzwords in business—storytelling—and it’s how savvy companies are satisfying the public’s never-ending hunger for content. With compelling characters, relatable plots and, most important, authenticity, these innovators are connecting with consumers, colleagues and investors on an emotional level. 

“What is a story?”Andrew Linderman asks a group of students, most in their 20s and 30s, who are gathered in a Manhattan classroom for “Storytelling for Entrepreneurs,” a lesson in how to better pitch themselves and their products.   

One student offers a complex definition straight out of a comparative literature class. Linderman, founder of The Story Source, a New York-based coaching and consulting company, shakes his head. Another student raises his hand hesitantly.   

“It has a beginning, middle and end,” he offers.   

“Yes!” Linderman says enthusiastically, writing it on the board.   

For the next few

You're reading a preview, sign up to read more.

More from Entrepreneur

Entrepreneur8 min read
Women Are Disappearing From the Cannabis Industry. Why?
When cannabis was legalized in Oregon, many people saw business opportunity. But Amy Margolis saw something more specific: She saw business opportunities for women.  Margolis was a criminal defense attorney in Portland and had spent a decade defendin
Entrepreneur3 min read
How to Become the Person Everyone Roots For
We’ve all done it: We see someone score amazing attention, or win some award, or snag the perfect client, and we wonder, How’d they pull that off? It can seem random. What do they have that we don’t? How did luck happen to break their way? I used to
Entrepreneur2 min read
What Franchises Should Look For In a Marketing Firm
Reaching customers (and potential franchisees) is part art, part science. Three industry vets offer advice on finding a marketing and social media firm that strikes the right balance.