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BEST
PRACTICES
&
STRATEGIES

Storytelling is booming in difficult times

Storytelling isn’t a tool that fits all management Regardless of the format, the following principles apply
situations in the company. Good communication is to storytelling:
adapted to the situation and appeals to both sense and
sensibility. It depends on the appropriate use of each • How do moments of success feel to you?
individual communication measure. Effective leadership Recognize what motivates your customers every
communication uses many formats, including day and reduce this in possibly to a common
storytelling, which is why we want to discuss its denominator.
strategic use more in detail in the following.
• What do you stand for as a person? What is
The more intensive consulting needed, the more particularly important to you when working with
important the story other people? Have there been situations where
your values have been put to the test and how have
Long-term and costly decisions depend very often on you mastered them? Where did you get these
the advice of a specific person. That calls for a great values from in the first place? It's about building an
deal of trust, sympathy, and both sides should stand for honest relationship with the customer, so be
the same values - and storytelling can do the magic. authentic and dare to reveal something about
yourself as a person and tell episodes or anecdotes
A consultant is generally more successful if he or she from your real life. The more specific, the more
reveals something personal in the conversation to build credible your stories will be.
up a relationship and trust with the other person. With
storytelling this can be achieved effortlessly, for • No advertising please! Even if it's tempting,
instance, by developing video portraits of the consult- storytelling doesn't mean being the star of your own
ants, some quickly recorded Instagram stories, an show. Rather, it's about your customers knowing
interview article for the website or a podcast. This gives who they're really dealing with. This includes rough
potential customers an impression of the people behind edges as well as setbacks. If you manage to
the scenes.

June 2020: Video Marketing & Storytelling: compelling and emotional narratives 10