The Problem with Corporate Stories

Humans are hard wired for stories. Stories are how we share information from one person to another. The Aborigines have been writing them on walls for 40,000+ years, Hollywood is based around telling stories and all religious texts are full of them.

But there is a problem with them in the corporate world.

While we need stories in the corporate world, there is one thing we need before them – a reason to listen.

If I don’t know why you’re telling me a story, why would I listen…or keep reading your newsletter?

Just because you have a great story does not mean I will give you my attention, listen to it or read past the first three lines of your e-mail.

I have to know what is in it for me – otherwise I will switch-off or delete your e-mail.



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