Storytelling in Business

Catalog description

Managers, leaders, and entrepreneurs have always used stories to improve their communication with employees, investors, clients, consumers, journalists, and regulators. However, in recent years the role of storytelling in businesses has become even more critical. In a sense, today it is one of the most important tools at the disposal of managers, leaders, and entrepreneurs. In this course we will understand (1) what a story is, (2) how it works, and (3) how to use it. We will illustrate how stories can be used to communicate and convince, how they create meaning and motivation among employees, how they build organizational culture, how they design brand identity, how they attract investors, and how they help each of us develop and advance his career. The course is suitable for a wide audience as reflected by its main takeaways. It aims to improve participants’ ability to (1) build strong brands, and (2) attract consumers and strengthen their loyalty. It also has some non-marketing benefits including (3) drawing investors, (4) communicating and persuading effectively,(5) stimulating employees’ motivation and commitment, and (6) shifting organizational culture in the desired direction.