When preparing to give a presentation you need to remember that it should be a discussion between you and your audience, not just a long talk straight from a PowerPoint presentation. Each day, your business grows, shifts, and adds new chapters to its story. If the story can, without forcing, demonstrate the company values and ethos then this is the best ambassadorial tool any company can aspire to have. Ensure that you're making the story relatable to the audience by using real-life situations as this makes it easier to see why your goods will add value to their lives.

Stories help us manage the chaos and turn it into something we can understand and follow. When the telling of a story is effective, there’s a kind of fluid play with the truth that both the storyteller and the audience agree to, with a willing suspension of disbelief. “How do I…” and “How to…” are the start of many a search engine query. A good business founding story takes readers on your journey, gives them a glimpse of who you are, and helps gain an emotional buy-in.

Provide a hopeful, thought-provoking message with actionable points that compel your audience to connect with your brand. Tell this story and provide the context so your customers and stakeholders understand why your service or product is worth buying/investing in. I love that storytelling is experiencing a “corporate Renaissance” across business, social media, social entrepreneurism, and executive communications. People like to be a part of stories. Every business has a good story - tell yours by storytelling for business.

Although the human brain is able to process emotional and empirical information, research has shown that emotional responses are stronger than rational responses thus decision-making isn’t logical, it’s emotional. A story will actually engage your brain in a deeper way than facts alone. Or, end strong by telling a story during your Conclusion, and hit all those facts and figures home.

Increasingly, businesses are recognizing the importance of storytelling as a leadership and management skill. Businesses, large and small, often remain ambiguous with their storytelling. What lesson was learned in the story, and what should consumers learn from hearing it? People will relate to this as we have all experienced mistakes and failures.