August 01, 2016
Target engaged: Using storytelling in business to improve results
By: John Sanchez

Few businesses tell stories regularly, yet research shows we are 12 times more likely to remember information when conveyed through a story. If your company is like most, you probably produce spreadsheets, PowerPoint slides, and memos that give facts without engaging the audience to communicate information. In fact, most companies stick to numbers, bullet points, and statistics—and consequently, most people do not actively peruse a company’s written communication, especially when it is full of numbers and facts. Even if they do, they often quickly forget what they read.

This practice illustrates a key issue: if your audience cannot engage with your message, they will forget what you said and move on to other tasks. Whatever your job role, you can improve the quality of your communication through storytelling and use it to motivate people to action while communicating organizational strategy tied to measurable business goals. The ability to motivate your colleagues can make you a more valuable employee and add tremendous value to your organization.

While it may be a change from how you communicate now, storytelling increases your audience’s engagement and motivates the actions they subsequently take. Innovative companies use storytelling to establish credibility, build trust, motivate people, and communicate strategy. They provide context and emotional engagement in their stories to leverage one of the most effective ways to communicate. Before you can use storytelling, though, you must gain buy-in to use it in business communications, identify key dos and don’ts, recognize the key strategies that can turn storytelling into a call for action, and understand the effective methods for communicating your business strategies through a story.

How would knowing valuable storytelling principles add to your communication toolbox? The Accenture Academy courses Gaining Buy-in for Using Storytelling in Business, Business Storytelling Dos and Don’ts, Storytelling as a Call to Action, and Storytelling to Communicate Strategy give you tools and approaches to develop and tell effective stories that engage your audience and move them to action tied to business goals.

About Accenture Academy

Accenture Academy offers proven, cost-effective learning solutions for a more versatile workforce and a more agile organization. We provide a flexible learning approach that helps your people be more versatile and your entire organization be more agile in the marketplace. Curriculum includes Supply Chain Management, Finance, Procurement, Analytics, Leadership & Management and Specialty Skills.


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