Creative Business Storytelling: How to Create a Story That Sticks

Posted by Humane Design on July 28th, 2022

Academics and marketers alike have found that our brains are hardwired to process and store information in the form of stories. So when we hear that "Once Upon a Time" was a certain character in such a place, our mind immediately jumps to that imaginary scene.

According to professional speaker Aakash Kariya, stories are fascinating to the human mind because they activate our imagination and we have no choice but to follow the mental films that form in the mind. As a result, they are used by many TED presenters who are among the most inspirational speakers on the planet.

This is further evidenced by a study I conducted on the development of long-form multimedia stories published by the New York Times. I have found that many of the storytelling techniques used thousands of years ago are still applicable today to a variety of mediums other than the written word.

They are indispensable tools not only for novelists, but also for presenters, business executives, marketers and journalists. They can come in all forms from slide decks and infographics to videos and still images.

Add Customers

Use business storytelling to build an emotional bond with your customers. Talk about how an incident related to your business affected you and what you learned. This creates an instant response that makes your story memorable and shareable.

People love to be part of stories. Your customers may be eligible for your brand. Think about how to engage your audience.

For example, Patriot Software reached out to some of our customers to hear their startup stories. Black Sheep Boutique and Lamplighter Brewing Company were just one of many companies featuring business storytelling examples on our blog. The presentation of these companies directly connected our customers to a part of our history.