The storyteller

Creating a storytelling culture

Telling and listening to stories is a fundamental feature of the human psyche

A storytelling case study

Beyond.Best Practice

• Words to follow• Words to follow

The six Ps of great business storytelling

Now showing

Personalisation

• What can I do to help them relate to the message I want to deliver?

• Don’t be too pat• Establish a rapport• Always characterise your players• Know your audience

1

Presence• Look them in the eye• Beware the storyteller voice• Get passionate• You can hear a smile

2

Pace

• Storytelling has its own natural rhythm

• Simplicity is the new clever • Use pauses for dramatic effect • Foreshadow later events

3

Plausibility

• Ask yourself if they care• Set the scene • Emotions are powerful • Arm yourself with facts and figures

4

Plot • Use your own words • Set up the conflict • Use BT Global Services themes • An element of surprise makes

the ending more memorable • All good stories must

have a hero

3

Practice 6• Rehearse it • Polish it • Record it• Try it out

Developing your personal library

• Aim for six business stories • Don't leave a gap for the competition • Make your story make the day • Paint pictures: attention spans are a

fraction of what they were 20 years ago

Summary

• Establish a rapport

• Set up the conflict

• Introduce BT Global Services themes

• Foreshadow later events

• Use emotions

• Keep a surprise up your sleeve

In closing

We'd love to tell your story Contact Sarah Crichton at sarah.crichton@bt.com

Bringing it all together